Green packaging adoption is influenced by attitude, norms, and environmental consciousness.
Authors
Namita Kapoor, Amity School of Economics, Amity University, Noida, India
Rekha Prasad, Sharda University, Greater Noida, India
Richa Kapoor Mehra, Associate Professor, Jindal Global Business School, O.P Jindal Global University, Sonipat, Haryana, India
Sanskriti Kumar, Amity School of Economics, Amity University, Noida, India
Summary
This study focuses on consumer purchasing behavior towards green packaging in The Delhi National Capital Region (NCR). The purpose of this study is to inspect all the elements that might affect the consumer’s purchasing habits where green packaging is concerned and how they are helpful in sustainable development. For the conceptual framework of this research, the theory of planned behavior has been considered. TPB will help to investigate the aspects that impact customers’ behavior toward green packaging. The TPB framework is made up of three distinct constructs: Attitude (AT), Subjective norms (SN), and perceived behavioral control (PBC), which are examined in connection to customers’ purchase intentions for green packaging. An additional variable has been added to the TPB model, resulting in an expanded TPB model. “Environmental Consciousness” is a new variable added to the original model. The study employs a quantitative approach and gathers primary data using a structured questionnaire survey. The sample consists of 384 respondents, but we could only collect 213 responses due to financial and time constraints, and the data collected were analyzed using SMART PLS 4(version). The data analysis is conducted using a two-phase method. In the first stage of the analysis, the validity of the measurement model has been evaluated. In the second stage of the analysis, the structural model assessment has been evaluated. In the second stage, all the hypotheses regarding the variables are tested and examined to check the distinct relationship between different variables.
The findings of this study are intended to shed light on the elements that impact customers’ purchasing habits when it comes to green packaging, as well as their contribution to sustainable development. The study also intends to assist marketers and policymakers with practical implications for promoting green packaging and its adoption in the Delhi NCR region. Overall, the survey will add to the already expanding collection of available green marketing and sustainability resources while providing valuable insights for future research.
Published in: International Journal of Environmental Sciences
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