Save Myself or Others? The Influence of Attitude toward FMCG Products from Recycled Material on the Intention to Buy Them: Hidden Motives and the Role of Income

Abstract

Buying products made from recycled materials is an important way to support sustainability, especially in the FMCG (fast-moving consumer goods) context. Because these are the products that make up a very large part of consumer spending, it is very important to encourage consumers to buy them when they are made from recycled materials. Therefore, this research aimed to determine the relationship between income, egoistic and altruistic motives, attitude toward FMCG products from recycled material, and intention to buy them. To reach the research aim, questionnaire research was applied and structural equation modeling was carried out to analyze the research results. Based on the analysis of research results, income negatively influenced egoistic motives regarding buying recycled FMCG. Moreover, egoistic motives influenced attitude but did not directly or indirectly influence intention. Altruistic motives were not influenced by income but directly influenced attitude and intention to buy FMCG from recycled materials. When communicating about the benefits of recycled FMCG, altruistic motives should be highlighted, including rationalization of these aspects with specific calculations supporting these statements. Based on research results, such communication could facilitate the highest possibility of developing a sustainable FMCG market from recycled materials.

Cross-Border Shopping on the European Union Fast-Moving Consumer Goods Market: Determinants of Lithuanian Shoppers’ Behavior in Poland

“…Also, Mexican tourist cross-border shopping research found that age and marital status were not significant factors in regard to this choice [35]. As FMCG are the items privately used every day [47], it might be assumed that consumer gender, age, education, or household size are not very relevant in regard to shopping decisions. If considering the place of residence, most respondents (61.4 percent) indicated coming from cities with more than 50,000 inhabitants; however, as their place of residence had no impact on their choice to shop cross-border, it might be assumed that regional factors were more important in this regard.…”

“…Cross-border shopping can be considered to be a source of investment and jobs for the border regions [46]; therefore, understanding consumer motivations for choosing to cross the country border for shopping is an important task for every sector of consumer goods. It is crucial to gain a deeper comprehension of motivation and make use of the elements that influence it [47].…”

“…Income level and professional activity were also significant for Lithuanian food shoppers in Poland [49]. Considering that, traditionally, consumers dedicate a substantial part of their budget to FMCG [47], people declaring their income as equal to the national average and lower were characterized by a very high probability of choosing cross-border shopping for FMCG in Poland. A contradiction may be envisioned with an assumption that rational behavior occurs mainly in people with at least average income and are young and better educated, for whom shopping for goods is a pleasure [23]; moreover, utilitarian shopping motivations have strengthened during the pandemic [50].…”

Cross-Border Activity of Residents of Border Regions in the European Union (A Case Study of Lithuanians in the Polish Border Market)

“…The results confirm the study by Batyk et al [2023] that material status and professional activity were important for Lithuanian consumers shopping in Poland. Since consumers spend a significant portion of their budget on FMCG products [Grigaliūnaitė et al 2023], those declaring their income to be below the national average and at the national average level were characterized by very high cross-border trade activity. One can imagine a contradiction with the assumption that rational behavior occurs mainly in people with at least middle income, young and better educated, for whom shopping is a pleasure [Szlachciuk et al 2022]; moreover, during the pandemic, utilitarian shopping motivations strengthened [Tömöri and Staniscia 2023].…”