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From perception to purchase intention: Driving sustainable food packaging adoption to combat environmental pollution
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This study of Indian consumers found that people are more likely to choose eco-friendly food packaging when they're worried about the environment, see others doing it, and understand clear product labels—but confusing "greenwashing" claims and higher prices still hold many back. This matters because sustainable packaging isn't just about the planet: less plastic packaging waste can mean less plastic breaking down into microplastics that end up in our food, water, and eventually our bodies. Clearer labeling and honest marketing could help more people make packaging choices that benefit both their health and the environment.
Aim: To investigate consumer intention towards purchasing sustainably packaged food items under influence of consumer attitude formed through intrinsic factors such as brand trust, environmental concern, and personal innovativeness, alongside extrinsic factors including social influence, price value, product labelling and perceived behavioural control. Methodology: A conceptual framework was developed, and hypotheses were formulated by extending the Theory of Planned Behaviour to examine how the factors such as brand trust, environmental concern, and personal innovativeness affect Indian consumers’ intention to buy sustainably packaged food products. This research was carried out in India via a self-administered online questionnaire survey method with 273 participants aged between 18 and 60 years. Results: The study identifies that environmental concern, social influence, product label and perceived behavioural control significantly influence positive attitude formation, and subsequent information development towards sustainably packaged food in Indian context. Although brand trust, perceived innovativeness, and price value positively influence purchase intention development, the effects were found to be non-significant. Interpretation: The study finds that attitude, environmental concern, and peer influence drive Indian consumers’ sustainable packaging choices. However, low trust due to greenwashing, value-based motives, and cost barriers limit behavior. Clear labeling, transparency, awareness campaigns, and incentives can bridge the intention–behavior gap, promoting trust and adoption of eco-friendly packaging amid concerns about plastic waste and affordability. Key words:Greenwashing, Recycling, Sustainable food packaging, Theory of planned behaviour
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Understanding Consumption Choice: Closing the Gap from Intention to Purchase Decision of Eco-Friendly Packaging Product
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Researchers in Jakarta used focus groups to explore why consumers choose eco-friendly packaging, finding that gender, income, pricing, and product availability all shape purchase decisions, with five key factors — person, product, environment, reference groups, and values — needed to bridge the gap between green intentions and actual buying behavior.
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