Gen Zers’ intention to purchase products with sustainable packaging: an alternative perspective to the attitude-behaviour gap

Lisboa, Ana; Vitorino, Liliana; Antunes, Raquel

doi:10.1080/0267257x.2022.2083214

Cited by 20 publications

(35 citation statements)

References 127 publications

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“…Fifth, the positive influence of GPB on environmental benefits ( H5 ) found support in this research. Again, this finding is consistent with other studies (Lisboa et al, 2022; Oloyede & Lignou, 2021). Sixth, the GPB also positively and significantly affects personal benefits ( H6 ).…”

Section: Discussionsupporting

confidence: 94%

“…Third, GPI significantly and positively affects GPB ( H3 ). This finding is somewhat expected because once individuals show their intent and increase their initiatives, they are more likely to engage in GPB (Escario et al, 2020; Lisboa et al, 2022).…”

Section: Discussionmentioning

confidence: 93%

“…Once they understand how to engage in green packaging, they will likely exhibit the GPB. A recent study documented that the environmental awareness of individuals is positively related to sustainable packaging attitudes and behavior Exploratory study on India rural population (Lisboa et al, 2022). Thus, based on the limited available research, especially concerning the awareness-initiatives-behavior chain, we posit the following exploratory hypotheses: H1.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Research on green packaging has been progressing in two different directions. One stream of research focuses on green packaging from a marketer standpoint, where organizations attract proenvironmental customers by implementing green packaging (Esmaeilpour & Rajabi, 2016; Gustavo et al, 2018; Guyader et al, 2017; James & Kurian, 2021; Lisboa, Vitorino, & Antunes, 2022; Martinho et al, 2015). Another stream of research concentrates on the waste management practices followed by individuals regarding green packaging (Da Cruz et al, 2014; Escario, Rodriguez-Sanchez, & Casaló, 2020; Hanssen et al, 2017; Limon, Vallente, & Corales, 2020) and sustainable consumption (Young, Hwang, McDonald, & Oates, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

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The relationship between green packaging awareness, initiatives, and behavior: an exploratory study on India rural population

George,

Susainathan,

Parayitam

2023

RAUSP

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Purpose This study aims to investigate the antecedents and consequences of green packaging behavior (GPB). A conceptual model has been developed wherein green packaging awareness (GPA) and green packaging initiatives (GPI) are precursors of GPB, and environmental concern and availability of various green packaging alternatives are moderators. The outcomes of GPB in terms of environmental and personal benefits are examined. Design/methodology/approach Unlike most papers focusing on green packaging from a marketing perspective, this study explores the behavior of rural households from 47 villages in southern India. A carefully crafted survey instrument was developed, and data were collected from 395 respondents. After checking the instrument’s psychometric properties, the results were analyzed using Hayes’s PROCESS macros. Findings The results indicate that GPA and GPI are positively associated with GPB, GPA predicts GPI, and GPI mediates the relationship between GPA and GPB. Furthermore, findings suggest that environmental concern moderates the relationship between GPI and GPB, and the three-way interaction between the availability of green packaging (second moderator), environmental concern (first moderator), and GPI influences the GPB. Moreover, the outcomes of GPB in terms of environmental and personal benefits are established. Research limitations/implications This research has several theoretical implications. It documents that individual awareness of green packaging is a precursor to GPB. This study focused on the rural population from a developing country (India) and hence may suffer from a lack of generalizability across developed nations. However, the results could be generalizable across other developing nations worldwide. Practical implications This study motivates individuals to engage in proenvironmental behavior. Moreover, it highlights the importance of GPB in deriving environmental and personal benefits. It is also equally crucial for individuals to engage in proper waste management practices so that the environment is not polluted. Social implications The findings from this research are helpful to society as it focuses on the proenvironmental behavior of individuals. Particularly concerning packaging, this study points out that buying products with green packaging and reusing and recycling such packages is essential to protect the environment. Originality/value This study fills the gaps in the literature by focusing on the GPB of the rural population. To the best of the authors’ knowledge, the moderated-mediation model developed and tested in this research is the first of its kind and thus makes a significant contribution to the literature on green packaging and waste management.

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Section: Discussionsupporting

confidence: 94%

Section: Discussionmentioning

confidence: 93%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

The relationship between green packaging awareness, initiatives, and behavior: an exploratory study on India rural population

George,

Susainathan,

Parayitam

2023

RAUSP

View full text Add to dashboard Cite

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“…Early scholars reported that individuals with a high level of environmental concern prefer sustainable products more than those with a low environmental concern (Bamberg, 2003; Matthes & Wonneberger, 2014). A recent study by Lisboa et al (2022) documented that environmental concern and awareness are positively related to sustainable packaging attitudes and behavior. Further, Jerzyk (2016) demonstrated that individuals’ concern for the environment has a positive impact on the intent of eco-friendly packaging.…”

Section: Theoretical Underpinnings Variables In the Study And Hypothe...mentioning

confidence: 99%

Green Packaging as a Precursor to Sustainable Environment: Evidence From Rural India

George,

Susainathan,

Newton

et al. 2023

The Journal of Environment & Development

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This research aims to investigate the effect of green packaging on a sustainable environment. A double-layered complex conceptual model was developed, and the relationships between green packaging awareness (GPA), green packaging behavior (GPB), and environmental benefits were tested. A carefully crafted survey instrument was used in collecting data from 389 respondents from 41 villages in southern India. After checking the psychometric properties of the survey instrument using the LISREL package of structural equation modeling (SEM), the hypothesized relationships were tested using Hayes’s PROCESS macros. The results indicate (i) GPA and GPB are positively associated with environmental benefits and (ii) GPB mediates the relationship between GPA and environmental benefits. The findings also support the three-way interaction between GPA, green packaging initiatives (GPI), and environmental concern in enhancing GPB. The double-layered moderation tested in this research adds to the novelty of the study, thus making a unique contribution to the bourgeoning literature on sustainability.

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The effects of green brand image on brand loyalty: The case of mainstream fast food brands

2023

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While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.

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Gen Zers’ intention to purchase products with sustainable packaging: an alternative perspective to the attitude-behaviour gap

Cited by 20 publications

References 127 publications

The relationship between green packaging awareness, initiatives, and behavior: an exploratory study on India rural population

The relationship between green packaging awareness, initiatives, and behavior: an exploratory study on India rural population

Green Packaging as a Precursor to Sustainable Environment: Evidence From Rural India

The effects of green brand image on brand loyalty: The case of mainstream fast food brands

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