The field of online commerce has expanded rapidly in recent years, but the opinion of customers towards eco-friendly packaging, which many companies offer in connection with growing trends, remains contradictory. The purpose of this study is to analyze the impact of eco-friendly packaging on consumer loyalty and trust in the Russian e-commerce sector. This study is aimed at solving the issue: Does eco-friendly packaging strengthen loyalty and repeat purchases, or is its effect negated by distrust? An empirical base will be compiled to assess consumers' perception of environmentally friendly packaging, their trust in retailers' statements about environmental protection, and their subsequent loyalty. There is a hypothesis that the positive impact of packaging on loyalty is entirely determined by trust. The expected results suggest nuances such as consumer skepticism about "green propaganda." The conclusion of this study highlights the importance of transparency and certification for the use of environmentally friendly packaging as a strategic asset of Russian e-commerce companies

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