Responsible Consumer Behavior: Driving Factors of Pro-Environmental Behavior toward Post-Consumption Plastic Packaging

Abstract

This quantitative investigation aims to test the model of responsible consumption behavior (RCB). The specific purpose is to examine the relationship of pro-environmental behavior, attitudes, norms, intention, and awareness using the theory of planned behavior as an underlying theoretical framework. A multistage sampling technique was used to select people (n = 665). Data were collected using a self-administered questionnaire from sample respondents. The data were analyzed using structural equation modeling (SEM)–partial least square (PLS). The findings revealed that attitudes, norms, and awareness all have a role in predicting the intention to engage in post-consumer plastic packaging activity. This finding supports the theory of planned behavior, and it can be extended to explain environmental behavior by adding a reasonable variable.

Predictors of Brand Equity in the Contemporary Markets

“…In this way, it has become crucial for the brand management to understand what are the values of consumers, because until and unless, the values of consumers are not appropriately identified (Peralta, 2019), then it would be completely difficult for the brands to go with the approach of managing the values of the consumer in a positive way to satisfy the needs of the consumer (Han, 2021). On the other hand, if the brand is not considering the consumer lifestyle for its branding purpose, but it is working on a complex, and not recognizable strategy of branding (Han, 2021), then it would be completely difficult for that brand to compete in the market, as in the mature markets the brands are diversified as the consumers are diversified, and the core objectives of every brand has become to provide the satisfaction to the consumers when they purchase a product for their consumption (Di Crosta et al, 2021;Gutter et al, 2010;Widayat et al, 2021). Thirdly, the findings of hypothesis 3 demonstrate there is a significant relationship between marketing innovation and consumer satisfaction.…”

“…Moreover, marketing innovation is also playing a key role to develop customer satisfaction (Yalley, 2021), because the purpose of marketing innovation is to provide the customer product or service with benefits that are crucial and satisfactory for the needs of the consumers (Di Crosta et al, 2021;Gutter et al, 2010). Also, on the other hand, in the psychographic and demographic segmentations, the need has become important to understand the role of consumers' lifestyles in building consumer satisfaction (Schiessl et al, 2022;Widayat et al, 2021), that would ultimately result in developing brand equity and in this way the brand can earn a high margin of profit on their products or services.…”

Climate change and pro-environmental behaviours: the significant environmental challenges of livelihoods

“…Recently, in China, during the economic boom period, environmental perception has a partial mediating role between environmental knowledge and PEB (Xie and Lu, 2022). Similarly, the factors such as awareness, attitudes and norms are robust predictors of intention to engage in post-consumer plastic packaging activity (Widayat et al. , 2022).…”

“…For managers, the study would open new avenues for empowering individuals through green training, which favourably inspire PEB (Ojo et al ., 2022). The study would encourage and provide more awareness regarding the intention to engage in eco-friendly behaviours (Widayat et al. , 2022).…”

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

“…The behavior of any individual consumer is significant because it helps marketers to create a unique marketing campaign to persuade the customers for purchasing (Jang & Hsieh, 2021;López-Sanz et al, 2021;Nassani et al, 2013;Yalley, 2021). In modern times, different studies have been conducted on consumer behavior related to its relationship with customer satisfaction (Trimurti & Utama, 2021;Widayat et al, 2021;Xiao et al, 2011). Indeed, positive consumer behavior provides an opportunity for customer satisfaction for the branding (Yaqub et al, 2022).…”