Analyzing Consumer Purchase Intention on Products with Green Packaging among the Gen Z in Iligan City, Philippines
DOI:
https://doi.org/10.54536/ajmri.v4i3.4792Keywords:
Attitude, Environmental Concern, Green Packaging, Personal Norms, Purchasing Intention, Willingness to PayAbstract
Due to high consumption, packaging becomes a significant contributing factor to waste pollution. Green packaging is one of the innovative ideas to lessen the negative impact of packaging on the environment. This paper analyzes the influence of attitude, environmental concern, personal norms, and willingness to pay on Gen Z’s purchase intention of products with green packaging. A quantitative research methodology involving 200 respondents was utilized, with data collected through a 4-point Likert scale survey. Statistical analysis revealed that all behavior factors significantly and positively influence purchase intention. Among these factors, personal norms showed the strongest correlation, emphasizing the choice of moral responsibility. The findings emphasize Gen Z’s increasing environmental consciousness, which presents opportunities for businesses to align their strategies with sustainability goals by adopting green packaging. This research contributes valuable insights for stakeholders aiming to enhance sustainable practices and consumer engagement.
Downloads
References
Abbas, J., Zhang, J., Cherian, J., Sandhu, Y. A., Cismas, L. M., Negrut, C. V., & Negrut, L. (2022, April 12). Presumption of Green Electronic Appliances Purchase Intention: The Mediating Role of Personal Moral Norms. Sustainability, 14(8). https://doi.org/10.3390/su14084572
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Process, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2002). Residual Effects of Past on Later Behavior: Habituation and Reasoned Action Perspectives. Personality and Social Psychology Review, 6(2), 107–122. https://doi.org/10.1207/S15327957PSPR0602_02
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918. https://psycnet.apa.org/doi/10.1037/0033-2909.84.5.888
Andruszkiewicz, K., Brzezińska, M. G., Rąpca, M. G., & Wiśniewski 2, P. D. (2023). Attitudes and Pro-Environmental Behavior of Representatives of Generation Z from the Example of Poland and Germany. Sustainability, 15. https://doi.org/10.3390/su152015068
Bascos, S. C., & Murad, N. S. I. (2021). The purchase intention of Filipino consumers towards environmentally friendly products. https://animorepository.dlsu.edu.ph/faculty_research/10900
Bodur, H. O., & Tezer, A. (2019). The Green Consumption Effect: How Using Green Products Improves Consumption Experience. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucz045
Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798–812. https://doi.org/10.1108/MEQ-02-2018-0023
Conner, M., & Armitage, C. J. (1998). Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. Journal of Applied Social Psychology, 28(15), 1429–1464. https://doi.org/10.1111/j.1559-1816.1998.tb01685.x
Cronin, J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39, 158-174. https://doi.org/10.1007/s11747-010-0227-0
Cruz, S. M., & Manata, B. (2020). Measurement of Environmental Concern: A Review and Analysis. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00363
Drew, C., & Sus, V. (2023). Subjective Norms: Definition and Examples (2024). Helpful Professor. Retrieved August 5, 2024, from https://helpfulprofessor.com/subjective-norms/
Echeveste, M. E. S., Sastre, R. M., & de Paula, I. C. (2022). A Systematic Literature Review on Packaging Sustainability: Contents, Opportunities, and Guidelines. Sustainability, 14(11). https://doi.org/10.3390/su14116727
Feber, D., Goel, A., Nordigarden, D., & Ponkshe, S. (2023). Sustainability in packaging: US survey insights. McKinsey. Retrieved August 5, 2024, from https://www.mckinsey.com/industries/packaging-and-paper/our-insights/sustainability-in-packaging-us-survey-insights
Grant, T., Dilkes-Hoffman, L. S., Lane, J. L., Pratt, S., Lant, P. A., & Laycock, B. (2018). Environmental impact of biodegradable food packaging when considering food waste. Journal of Cleaner Production, 180, 325-334. https://doi.org/10.1016/j.jclepro.2018.01.169
Gupta, R. K. (2021). E3S Web of Conference. Exploring the factors affecting purchase intention towards green packaged products of Indian consumers. https://doi.org/10.1051/e3sconf/202130901084
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of business Research, 65(9), 1254-1263. https://doi.org/10.1016/j.jbusres.2011.11.001
Heinrich, V., Tacker, M., Pauer, E., & Wohner, B. (2019). Assessing the Environmental Sustainability of Food Packaging: An Extended Life Cycle Assessment including Packaging-Related Food Losses and Waste and Circularity Assessment. Sustainability, 11(3). https://doi.org/10.3390/su11030925
Jansson, J. (2011). Consumer Eco-Innovation Adoption: Assessing Attitudinal Factors and Perceived Product Characteristics. Business Strategy and the Environment, 20, 192-210. https://doi.org/10.1002/bse.690
Kalish, S., Nelson, P. (1991). A comparison of ranking, rating and reservation price measurement in conjoint analysis. Marketing Letters, 2(4), 327–335 (1991). https://doi.org/10.1007/BF00664219
Khilwani, N. (2022). A Study on Consumer Attitude towards Green Packaging. International Journal of Research and Analytical Reviews, 9(1). https://www.ijrar.org/papers/IJRAR19D3690.pdf
Kohli, R., & Mahajan, V. (1991). A Reservation-Price Model for Optimal Pricing of Multiattribute Products in Conjoint Analysis. Journal of Marketing Research, 347-54. http://dx.doi.org/10.1177/002224379102800309
Lezoraine, M. (2021). 75% of Filipino Consumers Seek Eco-Friendly Brands - Philippines. Kantar Worldpanel. Retrieved August 5, 2024, from https://www.kantarworldpanel.com/ph/Latest-Insights/sustainability-matters
Magkilat, B. (2022). Pinoy millennials, GenZs more optimistic than global peers - study. Manila Bulletin. https://mb.com.ph/2022/07/05/pinoy-millennials-genzs-more-optimistic-than-global-peers-study/
Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers, Sustainability, 8(10),1077. https://doi.org/10.3390/su8101077
Maniatis, P. (2016). Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 132, 215-228. https://doi.org/10.1016/j.jclepro.2015.02.067
Martinho, M. d. G. M., Paires, A. L. L., & Fonseca, M. (2015). Factors affecting consumers’ choices concerning sustainable packaging during product purchase and recycling. Resources, Conservation and Recycling, 103, 58-68. https://doi.org/10.1016/j.resconrec.2015.07.012
Mathew, D. S., Bansal, R., Patidar, M., & Islam, M. E. (2023). Consumers’ Perception Towards Eco-Friendly Products and Packaging. International Journal of Creative Research Thoughts, 11(4). https://ijcrt.org/papers/IJCRT2304197.pdf
Mishra, P., Jain, T., & Motiani, M. (2017). Have green, pay more: An empirical investigation of consumer’s attitude towards green packaging in an emerging economy. Essays on sustainability and management: emerging perspectives, 125-150. https://doi.org/10.1007/978-981-10-3123-6_7
Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167-175. https://doi.org/10.1108/JCM-10-2014-1179
Owens, B. (2019). What is Green Packaging? noissue. Retrieved 2014, from https://noissue.co/blog/environmentally-friendly-packaging-materials/
Park, H. S. (2000). Relationships among attitudes and subjective norms: Testing the theory of reasoned action across cultures. Communication Studies, 51(2), 162–175. https://doi.org/10.1080/10510970009388516
Petkowicz, A. C., Pelegrini, T., Bodah, B. W., Rotini, C. D., Moro, L. D., Neckel, A., Spanhol, C. P., Araújo, E. G., Pauli, J., & Mores, G. d. V. (2024). Purchasing Intention of Products with Sustainable Packaging. Sustainability, 16(7), 2914. https://doi.org/10.3390/su16072914
Philippines Star. (2021). Generation Z and the environment | Philstar.com. Philippine Star. Retrieved August 5, 2024, from https://www.philstar.com/business/2021/08/23/2121849/generation-z-and-environment
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of cleaner production, 141, 385-393. https://doi.org/10.1016/j.jclepro.2016.09.116
Psychology. (2016). Theory Reasoned Action Theory. psychology. Retrieved May 19, 2024, from https://psychology.iresearchnet.com/social-psychology/social-psychology-theories/reasoned-action-theory/#google_vignette
Rhein, S., & Schmid, M. (2020). Consumers’ awareness of plastic packaging: More than just environmental concerns. Resources, Conservation and Recycling, 162, 105063. https://doi.org/10.1016/j.resconrec.2020.105063
Sabri, M. F., & Wijekoon, R. (2021). Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework. Sustainability, 13(11). https://doi.org/10.3390/su13116219
Sakpal, P. (2023). Rising Demand for Eco-Friendly Packaging Drives Global Green Packaging Market. LinkedIn. Retrieved 2024, from https://www.linkedin.com/pulse/rising-demand-eco-friendly-packaging-drives-global-green-sakpal/
Schmidt, J., & Bijmolt, T. H. (2020). Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias. Journal of the Academy of Marketing Science, 48, 499-518. https://doi.org/10.1007/s11747-019-00666-6
Schultz, P. W. (2001). The structure of environmental concern: Concern for self, other people, and the biosphere. Journal of environmental psychology, 21(4), 327-339.https://doi.org/10.1006/jevp.2001.0227
Schwartz, S. S. (1997). ScienceDirect. Normative Influences on Altruism, 10, 221-279. https://doi.org/10.1016/S0065-2601(08)60358-5
Schwepker, C. H., & Cornwell, B. T. (1991). An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products. JPP & M, 77-101. http://dx.doi.org/10.1177/074391569101000205
Singh, S. (2003). Simple random sampling. In Advanced Sampling Theory with Applications: How Michael ‘selected’Amy Volume I (pp. 71-136). Dordrecht: Springer Netherlands. https://doi.org/10.1007/978-94-007-0789-4_2
Singh, S., & Sonnenburg, S. (2012). Brand Performances in Social Media. Journal of Interactive Marketing, 26(4). http://dx.doi.org/10.1016/j.intmar.2012.04.001
Statista Research Department. (2024). Market value of sustainable packaging worldwide in 2023 and 2024, with a forecast to 2029(in billion U.S. dollars) Market value in billion U.S. dollars 271.86271.86 292.71292.71. Statista. Retrieved 2024, from https://www.statista.com/statistics/1419940/global-sustainable-packaging-market-size/
Sun, Y., & Xing, J. (2022). The Impact of Social Media Information Sharing on the Green Purchase Intention among Generation Z. Sustainability, 14. http://dx.doi.org/10.3390/su14116879
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product & Brand Management, 29(6), 767-782. https://doi.org/10.1108/JPBM-03-2019-2292
Tan, W. L., & Goh, Y. N. (2018). The role of psychological factors in influencing consumer purchase intention towards green residential building. International Journal of Housing Markets and Analysis, 11(5), 788-807. https://doi.org/10.1108/IJHMA-11-2017-0097
Werner, C. M., Turner, J., Shipman, K., Twitchell, F. S., Dickson, B. R., Bruschke, G. V., & von Bismarck, W. B. (1995). Commitment, behavior, and attitude change: An analysis of voluntary recycling. Journal of environmental psychology, 15(3), 197-208. https://doi.org/10.1016/0272-4944(95)90003-9
Wertenbroch, K., & Skiera, B. (2002). Measuring consumers’ willingness to pay at the point of purchase. Journal of marketing research, 39(2), 228-241. https://doi.org/10.1509/jmkr.39.2.228.19086
Wiernik, B., S. ones, D., & Dilchert, S. (2013). Age and environmental sustainability: a meta-analysis. Journal of Managerial Psychology, 28(7/ 8), 826-856. https://doi.org/10.1108/JMP-07-2013-0221
Zillich, A. F. & Riesmeyer, C. (2021). Be Yourself: The Relative Importance of Personal and Social Norms for Adolescents’ Self-Presentation on Instagram. Social Media + Society, 7(3), https://doi.org/10.1177/20563051211033810
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 John Oliver M. Frias, Shairen L. Maghinay, Riashelle Anne B. Onipig, Albert A. Alonzo, Djannez M. Dadole, Oliver Daniel J. Vicente, Malou R. Galla
This work is licensed under a Creative Commons Attribution 4.0 International License.
