Sustainable food packaging: Factors affecting consumer purchase intention

Li-Yee Chan (Universiti Tunku Abdul Rahman)
Corrinne Mei Jyin Lee (Universiti Tunku Abdul Rahman)

Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES)
Vol 3 No 1 (2023): The 3rd Conference on Management, Business, Innovation, Education and Social Scie

Food packaging is the top plastic polluter in the Asia Pacific Region. Therefore, consumer purchase of food in sustainable packaging can reduce the use of plastic. The purpose of this study is to examine the factors that affect consumer purchase intention of sustainable food packaging based on the Theory of Planned Behaviour. The study employed a sample of 200 food consumers. Using multiple regression analysis, the results found (i) attitude, (ii) perceived behavioural control, (iii) environment concern and (iv) electronic word of mouth to be significant antecedents of sustainable food packaging consumer purchase intention. This study enlarges the understanding of the market acceptance of sustainable food packaging.