Does green packaging matter as a business strategy? Exploring young consumers’ consumption in an emerging market

Abstract

Young consumer is a noteworthy consumer for a company as a sustainable marketing target. The business sector needs to consider green packaging as one of the company’s competitive strategies. The existence of environmental problem phenomenon in recent years has increased the awareness of various parties to the importance of environmental sustainability. Indonesia as one of emerging markets, both for green product and green packaged product, also needs to take part in the issue. Using Theory of Planned Behavior (TPB), this research aimed to simultaneously examine several influencing factors for young consumer’s purchase intention toward green packaging. Two hundred seventy-six empirical data were obtained through questionnaires given to undergraduate students. The analysis, using Structural Equation Modeling (SEM), showed that attitude, personal norm, Perceived Behavioral Control (PBC), and willingness to pay significantly influenced the purchase intention. Furthermore, the level of environmental concern also determined the purchase intention through attitude.

How Will Changes toward Pro-Environmental Behavior Play in Customers’ Perceived Value of Environmental Concerns at Coffee Shops?

“…Han [6] explained travelers' pro-environmental behavior concerning green hotels by using Value-Belief-Norm theory and TPB. Tuwanku et al [17] performed an experiment on customers who were aware of Starbucks' social responsibility campaign. They verified the relationship between TPB and behavioral intention, showing that all sub-variables except subjective norm had a significant influence on behavioral intention.…”

“…Various kinds of theoretical approaches from within the field of environmental psychology were used to predict the pro-environmental behaviors/intentions of coffee-shop customers [2,15]. The most influential approach was Ajzen's Theory of Planned Behavior (TPB) developed in 1985 [16][17][18][19][20]. This study used TPB as a rationale for understanding human buying behavior, grasping the stakes between synchronous factor and asynchronous factor, as they are crucial.…”

Fostering a Clean and Sustainable Environment through Green Product Purchasing Behavior: Insights from Malaysian Consumers’ Perspective

“…Several other studies proposed that more predictors should be applied to the expected behavior theory to increase its capacity to explain [20]. TPB has been demonstrated to be useful to predict the intention of consumers to purchase green products [21][22][23][24]. Therefore, this research employed TPB to predict consumer purchase intention of green product by examining contextual factors of environmental concern, green product awareness, government support, perceived ecological value, and community green practice toward actual green product purchasing behavior.…”

Millennials in the Creation of Social Value of the Enterprise

“…Source: built by author based on Auliandri et al, 2018, Awaluddin & Hamid, 2019, Deloitte, 2020, Gay, 2017, Giarratana & Pasquini, 2019, Haber, 2016, Francis & Hoefel, 2020, Pew Research Center, 2020, Shetty et al, 2019, Smerichevskyi et al, 2018 Based on the table 6, it can be argued that Gen Y representatives are often personally concerned about social and environmental problems, and base their consumer choices on these assumptions. Millennials believe that business is responsible not only for the quality of products, but also for the educational, cultural and political components of public relations.…”