Factors influencing purchase intention of sustainably packaged products: Role of health Consciousness and Consumer moral satisfaction

Abstract

With environmental pollution becoming a growing concern in Pakistan, consumer awareness regarding the issue of sustainability has grown. Sustainable packaging is an excellent first step for businesses to kickstart a transition toward becoming more sustainable and environmentally friendly. Being recyclable and/or biodegradable, sustainable packaging not only helps bringing down packaging waste but also helps optimize the use of existing resources. This study aimed to understand the elements that affect the purchase intention of sustainably packaged products with the moderation effect of health consciousness and the mediation effect of consumer moral satisfaction in the FMCG industry. The data for this study were collected from 258 respondents aged between 16 and 44 years living in Karachi, Pakistan, using purposive sampling. Then it was analyzed using the latest version of SMART PLS 4.0.1.0 in PLS-SEM. The result suggested that environmental concern had the most significant impact on the purchase intention of sustainably packaged products, followed by a willingness to pay. Moreover, consumer moral satisfaction fully mediated the relationship between attitude and purchase intention of sustainably packaged products, however, the moderating effect of health consciousness remains insignificant. The study's findings suggest the importance of the level of awareness and environmental concerns consumers have while they purchase any FMCG products. In addition, it also helps identify brand managers' factors that consumers look for when purchasing sustainable packaged products.