Have Green, Pay More: An Empirical Investigation of Consumer’s Attitude Towards Green Packaging in an Emerging Economy
01 Jan 2017-pp 125-150
TL;DR: In this article, the authors investigated the relationship of the three variables (concern for the environment, knowledge about green packaging and beliefs about positive consequences of using green packaging) with consumer attitude towards paying a premium for green packaging.
Abstract: Green packaging has emerged as a solution for several environment-related issues. There is a growing concern about environmental issues among consumers which is forcing manufacturers to produce more environment friendly products. Using the Theory of Reasoned Action (TRA) as a theoretical framework, the current research investigates the relationship of the three variables (concern for the environment, knowledge about green packaging and beliefs about positive consequences of using green packaging) with consumer attitude towards paying a premium for green packaging. A survey was conducted among prospective customers in major cities of eastern and western India in June 2012. As predicted by the TRA, positive relationships exist between beliefs, consequences and attitudes toward paying more for green packaging. Overall concern levels, knowledge levels and beliefs were quite high for consumers in the sample. It is suggested that knowledge plays an important role in developing positive beliefs about green packaging. Results of the study also indicate that consumers are ready to pay premium for green packaging conditioned to the beliefs, though paying a premium based on knowledge and concern does not show sufficient support in the study. The study helps to extend the understanding about the process of attitude development towards green packaging.
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TL;DR: In this article, the authors examined consumer perceptions of eco-friendly packaging in the context of packaged food products of Vietnam and found that consumers are increasingly concerned about the environmental consequences of packaging.
89 citations
TL;DR: In this article, the authors examined the impact of green packaging on consumer behavior and measured it through willingness to pay since it acts as a proxy for actual behaviour, using a sample of 343 respondents.
Abstract: The study examined the impact of green packaging on consumer behaviour. It was measured through willingness to pay since it acts as a proxy for actual behaviour. Using a sample of 343 respondents, ...
62 citations
TL;DR: In this paper, the main green marketing approaches and their impact on consumer behavior towards the environment in the United Arab Emirates (UAE) were analyzed using a questionnaire approach, and the findings of the study suggest interesting inferences regarding eco-labeling (EL), green packaging and branding (GPB), green products, premium, and pricing (GPPP), and the environmental concerns and beliefs (ECB) of consumers that affect their perceptions of the environment.
Abstract: The purpose of this study was to analyze the main green marketing approaches and their impact on consumer behavior towards the environment in the United Arab Emirates (UAE). We reviewed the current consumption patterns of green products using a questionnaire approach. For this study, 359 consumers that used any type of green product were selected in various shopping malls in the UAE. For the assessment of questionnaire responses, measurement models, such as confirmatory factor analysis (CFA), and structural equation modeling (SEM) approaches were applied. The findings of the study suggest interesting inferences regarding eco-labeling (EL), green packaging and branding (GPB), green products, premium, and pricing (GPPP), and the environmental concerns and beliefs (ECB) of consumers that affect their perceptions of the environment. Factor analysis provided a goodness of fit for the selected items. It was found that key factors of green marketing, such as EL and GPPP, have a significant positive influence on consumer beliefs towards the environment (CBTE). In addition, environmental concerns and beliefs (ECB) also have a significant and positive influence on CBTE in the UAE. The practical significance of this study is that it will help the progress of the integration of green marketing and consumer behavior theories about the environment. The managerial implications of this study include the provision of significant findings for both domestic and international firms for the promotion of green products through focusing on consumer behavior towards the environment. This study provides important guidelines to boost positive attitudes in society towards green marketing and helps companies develop effective strategies to promote their green products.
57 citations
TL;DR: In this article, an integrated model of behavior towards shopping at retailers practicing sustainable grocery packaging (SGP) from the influences of intra-personal and retailer-based contextual factors was constructed.
19 citations
TL;DR: In this paper, the effect of consumers' green product knowledge, green product belief, environment affect, and environmental concern on green product purchase intention was investigated by using cognitive-affect-behaviour model.
Abstract: Article history: Received: May 16, 2018 Received in revised format: May 24, 2018 Accepted: July 31, 2018 Available online: August 1, 2018 Consumers’ consumption culture of the twentieth century has culminated into environmental degradation and its adverse consequences on health and the ecosystem. Despite these concerns, consumers still fail to purchase environmentally-friendly or green products due to the lack of awareness and belief about the benefits of such products. This study seeks to understand consumers’ attitude towards green products by investigating the effect of consumers’ green product knowledge, green product belief, environment affect and environmental concern on green product purchase intention drawing on the cognitive-affect-behaviour model. Multiple regression analysis was used to analyse the data from 348 Health workers from a South-eastern Health Institution in Nigeria and examined the proposed hypotheses. The result shows that green product purchase intention was significantly influenced by green product knowledge and environmental affect but no significant effect was found for green product belief and environmental concern. Environmental effects had the most impact on green product purchase intention. Therefore, it is recommended that marketers focus their marketing campaigns towards educating consumers on the availability and benefits of green products by using eco-labels and emphasizing the health and environment benefits of green products; appealing to consumers’ morals and emotions in marketing campaigns for green products to spur consumers’ interest in green products and adopting a green lifestyle.
13 citations
Cites result from "Have Green, Pay More: An Empirical ..."
...However, our finding supports Mishra et al. (2017)....
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...This finding confirms Mishra et al. (2017) and Manieri et al. (1997)....
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...This finding lends support to Kang et al. (2013), Suki (2016a), Cheah & Phau (2013) but contradicts Mishra et al. (2017)....
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