Factors Influencing Consumers’ Purchase Behaviour towards Green Packaged Products

Abstract

The disposal of plastic packaging has caused the amount of waste generation, which have a negative impact on the environment. Green packaging, which is more eco-friendly packaging, is harmless to human health and biodegradable. Many businesses have turned to the movement of going green by providing green products and services. Hence, the objective of this study is to investigate the factors that influence the purchase behaviour of consumers towards green packaged products. A total of 200 respondents was recruited using convenience sampling. Data were collected with a set of self-administered questionnaires that covered respondents' profiles and all the variables in the research model. Partial Least Square Structural Equation Modeling was used to assess the measurement model and structural model. Both convergent validity and discriminant validity were deemed satisfactory. The findings have revealed 0.444 of R2 means that the model explains 44.4% of the total variation of purchase behaviour. Environmental concern and environmental attitude were found to affect consumers’ purchase behaviour positively towards green packaged products. Environmental knowledge and social influence, however, were found to be non-significant. This study will be able to provide valuable information to the marketers to focus not only on their products but the packaging of their products as well. This study also provides an insight into the consumers’ purchase behaviour towards green packaged products. It is recommended for future research to recruit more respondents with a more diversified background.

Consumerism Culture and its Impact on Employees’ Work Effectiveness: The Case of a National Government Agency in the Philippines

“…This finding jibes with the study of Ling et al (2022), who also found that consumers who are supporters of environmental sustainability tend to purchase environmentally friendly products. As further supported by Shifali and Amarjit (2022), individuals who are working professionals and have higher educational qualifications have significantly higher levels of awareness of green or environmental consumerism compared with other sectors of society.…”