Abstract
Today, sustainable packaging has become an important way towards achieving the sustainable development by protecting the environment. This paper is an attempt to investigate the factors which affect the intention of Indian consumers towards green packaging, a packaging which is not harmful to the environment. This study considers three factors/ variables namely environmental concern, attitude towards green packaging and willingness to pay as independent variables and purchase intention of consumers towards green packaged products as dependent variable. The data have been collected from 111 respondents and have been analysed by using SPSS software. The correlation and regression analysis were performed to reach the conclusion that which factor affects how much towards consumers’ purchase intention of green packaged products. Findings of this study demonstrated that all the three variables (environmental concern, attitude towards green packaged products and willingness to pay) have a positive effect on the dependent variable (consumers’ intention towards green packaged products).
Highlights
A sustainable environment has become the need of the hour and efforts are being made all over the world towards achieving the sustainable development
From the findings of this study, it can be concluded that environmental concern, attitude towards green packaging and willingness to pay all have a positive effect on the purchase intention of consumers towards their choice of green packaged products
The findings very much indicate that if we improve the attitude of consumers towards green packaging, and convince them towards the premium price charged for green products /
Summary
A sustainable environment has become the need of the hour and efforts are being made all over the world towards achieving the sustainable development. In addition to that green consumption behaviour has been considered as an environmentally responsible behaviour aiming to protect the ecology which has attracted the attention of both the enterprises and the consumers as well [2,3,4]. A good packaging is intended to protect the main product but should be eco-friendly in nature. It becomes important that a manufacturer should know what really motivates / affects the consumers’ choice / preference of green products or green packaged products. With this need, this paper is intended to provide an insight on the factors affecting the consumers’ intention towards purchasing green packaged products. This study is going to benefit the business organizations towards developing their understanding and strategies of green packaging / sustainable packaging and provide benefits to policy makers towards their policy making in this regard
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