Analysis of intention to purchase environmentally friendly packaging in the city of Ribeirão Preto, Brazil

Objective: To evaluate consumers' intention to purchase biopackaging in the city of Ribeirão Preto, State of São Paulo, Brazil. Methodology: Structural equation modeling was assessed by applying a questionnaire to citizens in Ribeirão Preto. The constructs Personal Norms, Attitude, Environmental Concern, and Willingness to Pay were correlated with the construct Purchase Intention, and the structural model was analyzed. Originality/Relevance: This study stands out for its originality in investigating how certain factors affect consumers’ intention to purchase environmentally friendly packaging in Ribeirão Preto as a specific case study in Brazil. Given that few studies have addressed such topic in this country, the study aims to contribute to the research field significantly. Results: All the constructs positively influenced the construct Purchase Intention, but Environmental Concern and Personal Norms were the strongest predictors of this intention (standardized regression coefficients of 0.821 and 0.818, respectively; p ≤ 0.01). Social/Management Contributions: Broader ecological awareness is promoted within the society when companies are encouraged to develop new biodegradable and environmentally friendly packaging that meets consumers' needs and considers environmental demands. In the management context, emphasizing how the constructs positively influence purchase intention highlights specific areas on which organizations can focus when they develop and market sustainable packaging. It is hoped that the study will encourage companies to embrace sustainable development and to align their products with the consumers’ growing expectations about sustainability, green consumption, and social and ecological responsibility.