Examining the effects of green attitude on the purchase intention of sustainable packaging.

Abstract

Environmental deterioration over the few decades has hugely increased awareness among consumers on environmental problems. Understanding the deterioration, consumers are motivated to make a contribution to the sustainable development. The growing environmental awareness is reflected in every component of modern marketing and more specifically on packaging, as packaging (plastics) causes nearly one-third of the environmental impacts. Green packaging has emerged to be the substitute for polymeric packaging. The study examined the purchase intention of green packed products under three different constructs; environment concern, health hazards, and perceived green values of consumers. Both direct effects of the constructs and effect of the constructs mediated through green attitude was measured using structural equation modelling. SEM was used in the study to analyse the data of 468 respondents and to test the proposed model. The findings of the study confirmed that the purchase intention towards green packaging is significantly influenced by environment concern, health consciousness and perceived values of consumers about green packaging.