The Effect of Price Perception and Product Quality on Consumer Purchase Interest with Attitude and Perceived Behavior Control as an Intervention Study on Environmentally Friendly Food Packaging (Foopak)

Abstract

Packaging products have an important role in protecting food, and in its development it continues to change. Foopak's eco-friendly packaging products are an option for consumers who care about the environment, but since the COVID-19 pandemic, consumers have preferred plastic container packaging products. This study aims to analyze the effect of perceived price and Product Quality on consumer buying interest through mediating changes in consumer behavior in the selection of environmentally friendly food packaging. This study uses a causality design with a quantitative approach. This study took the subject of 195 Food SMEs in Jakarta which were determined by Incidental sampling. Data were collected through questionnaires which were then analyzed using partial least squares. The results of the analysis show that price perceptions directly affect consumer attitudes, perceptions of behavioral control and consumer buying interest. Product Quality directly affects consumer attitudes, perceived behavioral control and consumer buying interest. The results also show that consumer attitudes and perceptions of behavioral control can be an intervening between price perception and Product Quality variables on consumer buying interest in Foopak environmentally friendly packaging products.