<p>This research examines consumer behavior and preferences regarding sustainable packaging, namely eco-bags, in Metro Manila. The Cradle framed the research to the Cradle to Cradle paradigm, which promotes regenerative and waste-free design. It utilized a descriptive quantitative technique to evaluate the factors driving eco-bag uptake. The study used descriptive and multivariate multiple regression analysis to examine whether age, gender, and education level are associated with perceived convenience, cost-effectiveness, environmental friendliness, and social acceptability of using eco-bags. Results indicate high levels of awareness and self-reported readiness to utilize eco-bags; nonetheless, practical issues such as durability, cost, and user-friendliness persist as principal obstacles. There were no significant demographic effects, indicating that modifications to design and policy should aim to appeal to as broad a range of people as possible. The findings provide critical data for future research and policy development aimed at promoting sustainable consumer behavior in urban settings.</p>