Innovation in Packaging Design and the Relationship between Consumer Attitude towards Upcycled Packaging Product and Purchase Intention

Abstract

The searches for innovation in packaging design have led to the concepts of sustainability and upcycling. The aims of this study are to reveal the importance of innovative upcycling in sustainable packaging design and to determine the consumer intention to purchase products with upcycled packaging. According to survey result of the descriptive research conducted on 392 participants selected by convenience sampling method, it is found that there is a positive relationship between green consumer values, environmental awareness, sustainable packaging awareness, attitude towards sustainable packaging and intention to purchase upcycled packaging products. Moreover, it has also been revealed that when attitude towards sustainable packaging and sustainable packaging awareness are increased, the intention to purchase upcycled packaging products will be also increased. However, it should be considered that price is also important in consumers' purchasing behavior and purchase intentions for upcycled packaging products and ensured that the cost of innovative upcycled packaging designs does not exceed the value provided.