Urban food retail and eco-friendly packaging transitions: goal-framing motivations, financial constraints, and sustainable resource management in Indian Tier I and Tier II cities

Urban food retail systems are major generators of plastic packaging waste in rapidly urbanising emerging economies, yet the conditions governing retailer adoption of eco-friendly packaging alternatives remain poorly understood.

A cross-sectional survey of 400 food retail owners, managers, and procurement staff across seven Tamil Nadu cities (Tier I: Chennai, Coimbatore, Madurai; Tier II: Salem, Tirupur, Vellore, Tirunelveli) was administered. Goal-Framing Theory extended with financial and operational goal frames provided the theoretical foundation. Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 4 tested direct and financially mediated pathways.

Environmental concern was the dominant direct driver of transition to eco-friendly packaging (β = 0.508,

p

< 0.001). Financial constraints partially mediated five goal-frame pathways, most powerfully for supply chain accessibility (indirect β = 0.093,

p

< 0.001). The model explained 53.8% of variance in transition behaviour.

Effective urban packaging transitions require simultaneous motivational activation and structural enablement. City-level financial instruments, urban supply chain development, and retailer financial literacy programmes are recommended, with Tier II secondary cities identified as priority intervention sites.