This study aims for understanding consumer attitudes, behaviours and preferences for the successful implementation of reusable packaging design. Consumer adoption of reusable packaging may be influenced by factors such as perceived cost-effectiveness, perceived environmental benefits, perceived convenience and perceived hygienic concerns. The research explores the obstacles associated with the adoption of reusable packaging, highlighting the need of consumer education and behaviour modification. The sample size used is around 39 with the age ranging from 18 to 60 years old. The adoption of reusable packaging is highly influenced by consumer sentiments, as our data demonstrate. In particular, easiness of reuse and environmental concern are equally important factors to predict sustainable innovative packaging acceptance. Although, easiness of reuse (r = 0.81) has slightly more influence on acceptance of sustainable packaging design than the influence of environmental concern (r = 0.80) on the same. Customized solutions for a thorough understanding of consumer behaviour in sustainable packaging may be the focus of future study. It could be concluded that designers need to consider the easiness of reuse as well as the environmental concern before they conceptualize the sustainable reusable packaging design.