Abstract
Recently, green packaging has become a hot topic for consumers and retailers, along with increasing environmental sustainability awareness. The benefit of packaging extends beyond protecting the product; it also aims to mitigate environmental issues caused by packaging waste. This study aims to test the antecedents of intention to purchase toward green packaging among young consumers and seeks to discover whether gender is an essential determinant to explain intention to purchase. A total of 276 university students in Surabaya, Indonesia, participated as respondents in this study. The results indicated that women have a higher level of intention to purchase toward green packaging than men. Moreover, the antecedents’ patterns of intention to purchase toward green packaging differ between men and women. The intention to purchase of green packaging for men was only influenced by perceived behavioral control (PBC) and willingness to pay (WTP); whereas the predictors for women are attitude, willingness to pa (WTP), subjective norm (SN), and indirect environmental concern (EN).
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