Title: Does green packaging matter as a business strategy? Exploring young consumers’ consumption in an emerging market
Authors: Tuwanku Aria Auliandri1,2, Armanu Thoyi1, Fatchur Rohman1, Ainur Rofiq1
Affiliations: 1. Department of Management, Faculty of Economics and Business, Universitas Brawijaya, Malang, Indonesia; 2. Department of Management, Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia.
Publisher: Problems and Perspectives in Management Business Perspective
Abstract
Young consumer is a noteworthy consumer for a company as a sustainable marketing target. The business sector needs to consider green packaging as one of the company’s competitive strategies. The existence of environmental problem phenomenon in recent years has increased the awareness of various parties to the importance of environmental sustainability. Indonesia as one of emerging markets, both for green product and green packaged product, also needs to take part in the issue.
Using Theory of Planned Behavior (TPB), this research aimed to simultaneously examine several influencing factors for young consumer’s purchase intention toward green packaging. Two hundred seventy-six empirical data were obtained through questionnaires given to undergraduate students. The analysis, using Structural Equation Modeling (SEM), showed that attitude, personal norm, Perceived Behavioral Control (PBC), and willingness to pay significantly influenced the purchase intention. Furthermore, the level of environmental concern also determined the purchase intention through attitude.
Keywords: sustainability, green packaging, TPB, young consumer, business strategy
