Exploring the factors affecting purchase intention towards green packaged products of Indian consumers

Abstract

Today, sustainable packaging has become an important way towards achieving the sustainable development by protecting the environment. This paper is an attempt to investigate the factors which affect the intention of Indian consumers towards green packaging, a packaging which is not harmful to the environment. This study considers three factors/variables namely environmental concern, attitude towards green packaging and willingness to pay as independent variables and purchase intention of consumers towards green packaged products as dependent variable. The data have been collected from 111 respondents and have been analysed by using SPSS software. The correlation and regression analysis were performed to reach the conclusion that which factor affects how much towards consumers' purchase intention of green packaged products. Findings of this study demonstrated that all the three variables (environmental concern, attitude towards green packaged products and willingness to pay) have a positive effect on the dependent variable (consumers' intention towards green packaged products).