Investigating the preference for green packaging in consumer product choices: A choice-based conjoint approach

Abstract

Sustainable development is a fundamental concept which has been discussed over the past decades. Environmental concern has become not only a significant public issue but also an important topic in academic research. The interaction of business and environment is closely connected nowadays. In Malaysia, the combination of green and packaging would be a new choice for consumers. The current study conducted is an exploratory research which comprises two stages of research design. The first stage of the study seeks to investigate consumer preference for green packaging in consumers’ product choices by using choicebased conjoint approach. Meanwhile, in the second stage, survey using questionnaire is used to study on the extent to which the price sensitivity, attitude toward brand, convenience of use of the packaging, green packaging, label and product design influence on customer purchase intention based on real product choices. A total number of 180 hardcopies of personally administered questionnaire were distributed to the hypermarket consumers. Out of 180 hardcopies of personally administered questionnaire distributed, a number of 155 hardcopies were returned and only 145 hardcopies returned were useable for further analysis. The findings of the study show that only product label and product design are positively and significantly influencing consumer product choice. Green packaging, price, brand, and convenience of use were not influencing consumer product choices. This study also provides limitation and suggestion for future study.

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