The Effects of Sustainable Packaging on Consumer Buying Intention: Evidence from Bangladesh

ABSTRACT

This empirical study is conducted to investigate attributes that influence customer buying intention towards sustainable packaging, focused on shopping bags in Bangladesh. The interest in sustainable packaging has initiated to raise in comparison with traditional product packaging. Therefore, it becomes essential to know the consumers intentions, preferences, feelings, and tastes regarding the new eco-friendly based product packaging materials. This study was intended to identify the key factors that actually help enhance the buying intention of consumers towards sustainable shopping bags as well as analyze the consequences of those aspects on their intention. For the study, a total five (5) attributes have been taken into account based on existing literature and field study. The survey was executed using a self-structured questionnaire, with data collected from 150 respondents among the user of sustainable packaging via the convenience sample approach. This study’s reliability, validity, regression and correlation have been tested with the help of SPSS (version 21). The findings of this study explore that availability, durability, quality of sustainable packaging elements, awareness, and cost factors of sustainable shopping bags have direct positive influences on enhancing consumer buying intention during purchase. The findings of the investigation are expected to assist marketers better understand their consumers’ buying intention properly and design an effective marketing strategy to sustain in the competitive market.

Full Length Manuscript: Click Here 

FULL TEXT