Does green packaging matter as a business strategy? Exploring young consumers’ consumption in an emerging market

Tuwanku Aria Auliandri · Armanu Armanu · Fatchur Rohman · Ainur Rofiq

50 citations0/0 files storedProblems and Perspectives in Management

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Environmental Sustainability in Business Sustainable Supply Chain Management Consumer Packaging Perceptions and Trends

Abstract

Young consumer is a noteworthy consumer for a company as a sustainable marketing target. The business sector needs to consider green packaging as one of the company’s competitive strategies. The existence of environmental problem phenomenon in recent years has increased the awareness of various parties to the importance of environmental sustainability. Indonesia as one of emerging markets, both for green product and green packaged product, also needs to take part in the issue. Using Theory of Planned Behavior (TPB), this research aimed to simultaneously examine several influencing factors for young consumer’s purchase intention toward green packaging. Two hundred seventy-six empirical data were obtained through questionnaires given to undergraduate students. The analysis, using Structural Equation Modeling (SEM), showed that attitude, personal norm, Perceived Behavioral Control (PBC), and willingness to pay significantly influenced the purchase intention. Furthermore, the level of environmental concern also determined the purchase intention through attitude.

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1991The theory of planned behavior 1988Structural equation modeling in practice: A review and recommended two-step approach.2022Business Research Methods 2001Efficacy of the Theory of Planned Behaviour: A meta‐analytic review 1977Attitude-behavior relations: A theoretical analysis and review of empirical research.1988Attitudes, Personality and Behavior 1998Extending the Theory of Planned Behavior: A Review and Avenues for Further Research 2015Predicting green product consumption using theory of planned behavior and reasoned action

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