Have Green, Pay More: An Empirical Investigation of Consumer’s Attitude Towards Green Packaging in an Emerging Economy

Mishra, Prashant; Jain, Tinu; Motiani, Manoj

doi:10.1007/978-981-10-3123-6_7

Cited by 22 publications

(22 citation statements)

References 74 publications

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“…The six factors proposed in this study are theoretically supported by the theory of consumption values (Sheth et al, 1991) and customer value creation framework (Smith and Colgate, 2007; Pihlstrom and Brush, 2008). The results support and extend the theoretical findings of Mishra et al (2017), which examined the relationship of three variables, namely “concern for environment, knowledge about green packaging and beliefs about positive consequences of using green packaging with consumer attitude towards paying price premium”. It claims the existence of a positive relationship between beliefs, consequences and attitude towards paying a positive price differential.…”

Section: Contribution and Discussionsupporting

confidence: 83%

The Determinants of Green Packaging that Influence Buyers’ Willingness to Pay a Price Premium

Singh

Pandey

2018

Australasian Marketing Journal

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The study examined the impact of green packaging on consumer behaviour. It was measured through willingness to pay since it acts as a proxy for actual behaviour. Using a sample of 343 respondents, the study empirically confirmed the effect of six factors grounded from “theory of consumption values” and “customer value creation framework” that offered uniqueness to green packaging and influenced buyers’ willingness to pay a price premium.

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Section: Contribution and Discussionsupporting

confidence: 83%

The Determinants of Green Packaging that Influence Buyers’ Willingness to Pay a Price Premium

Singh

Pandey

2018

Australasian Marketing Journal

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“…Regarding the impact of green product belief on green purchase intention as Hypothesized in H3, this was found to have no significant influence on consumers' intentions to purchase green products. This finding confirms Mishra et al (2017) and Manieri et al (1997). Green product beliefs suggest that green products have attributes that can help protect the environment or save it from further degradation and enable consumers to perform eco-friendly practices.…”

Section: Discussionsupporting

confidence: 90%

“…We do not find support for the effect of environmental concern contradicting the aforementioned findings. However, our finding supports Mishra et al (2017). A plausible explanation for this finding is that environmental consciousness is yet to be adequately enshrined in the minds of consumers in the context of this study.…”

Section: Discussionsupporting

confidence: 56%

“…The result shows that green product knowledge positively affects consumers' intentions to purchase green products. This finding lends support to Kang et al (2013), Suki (2016a), Cheah & Phau (2013) but contradicts Mishra et al (2017).When consumers are aware and familiar with the green attributes of environmental-friendly products, then they are likely to buy environmental-friendly products. However, contrarily to our finding, Suki (2016a) found green product knowledge to be the strongest determinant of green product purchase intention.…”

Section: Discussionmentioning

confidence: 76%

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Cognitive-affective predictors of green purchase intentions among health workers in Nigeria

Ojiaku¹,

Achi²,

Aghara³

2018

10.5267/j.msl

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Consumers' consumption culture of the twentieth century has culminated into environmental degradation and its adverse consequences on health and the ecosystem. Despite these concerns, consumers still fail to purchase environmentally-friendly or green products due to the lack of awareness and belief about the benefits of such products. This study seeks to understand consumers' attitude towards green products by investigating the effect of consumers' green product knowledge, green product belief, environment affect and environmental concern on green product purchase intention drawing on the cognitive-affect-behaviour model. Multiple regression analysis was used to analyse the data from 348 Health workers from a Southeastern Health Institution in Nigeria and examined the proposed hypotheses. The result shows that green product purchase intention was significantly influenced by green product knowledge and environmental affect but no significant effect was found for green product belief and environmental concern. Environmental effects had the most impact on green product purchase intention. Therefore, it is recommended that marketers focus their marketing campaigns towards educating consumers on the availability and benefits of green products by using eco-labels and emphasizing the health and environment benefits of green products; appealing to consumers' morals and emotions in marketing campaigns for green products to spur consumers' interest in green products and adopting a green lifestyle.

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“…Nowadays, green packaging plays a vital role in the sustainability of environmental and consider as a solution for numerous environmental issues. There are increasing concerns related to environmental prevention among green consumers, which are forcing producers to develop environmentally friendly products (Mishra, Jain, & Motiani, 2017). As most individuals aware of the influence of packaging on the atmosphere, they prefer to buy eco-friendly products due to environmental prevention, feeling of being responsible, and recycle.…”

Section: Packaging Of Products and Green Consumer Buying Behaviormentioning

confidence: 99%

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Mirani

Sohu

et al. 2020

SIJMB

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In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.

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Have Green, Pay More: An Empirical Investigation of Consumer’s Attitude Towards Green Packaging in an Emerging Economy

Cited by 22 publications

References 74 publications

The Determinants of Green Packaging that Influence Buyers’ Willingness to Pay a Price Premium

The Determinants of Green Packaging that Influence Buyers’ Willingness to Pay a Price Premium

Cognitive-affective predictors of green purchase intentions among health workers in Nigeria

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

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