Modelling the Purchase of Green Packaged Products: The Significant Impact of the West–East Cultural Context

Abstract

Although a relatively recent phenomenon, green packaging has been the focus of extensive research aimed at understanding consumer perceptions of green packaging and consumer behaviours toward green packaging. The effectiveness of these inquiries, however, has varied. The current study has determined that the theory of planned behaviour (TPB) has had the highest level of effectiveness and promotion of scientific progress in this field. This study contributes to the research by combining diverse research endeavours regarding environmentally sustainable packaging. The methodology used initially produced only moderately sufficient fitting indicators. Nonetheless, the literature suggests that there are significant differences in consumer behaviours between Western and Eastern cultural contexts. The importance of cultural sensitivity and cross-cultural understanding in a global economy is highlighted by the disparities among consumers. By recognizing and valuing these diversities, companies can successfully encourage the adoption of eco-friendly packaging through the adoption of policies that take into account the cultural context.