Investigation of a Consumer’s Purchase Intentions and Behaviors towards Environmentally Friendly Grocery Packaging

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Article asserts that plastic packaging dominates the US grocery industry, which raises the question of whether consumers are purchasing food that is not wrapped in conventional plastic but environmentally friendly packaging. Through their study, the authors hope that their findings provide marketers with fresh insights into the characteristics of consumers willing to purchase grocery items packaged in environmentally friendly materials.

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18 p.

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Oliver, Mikah O.; Jestratijevic, Iva; Uanhoro, James & Knight, Dee K. May 30, 2023.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by the UNT College of Merchandising, Hospitality and Tourism to the UNT Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 41 times, with 25 in the last month. More information about this article can be viewed below.

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UNT College of Merchandising, Hospitality and Tourism

The UNT College of Merchandising, Hospitality, and Tourism educates students for the globalization of the hospitality, retail, and tourism industries. The college provides bachelor's and master's programs in a variety of majors.

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Article asserts that plastic packaging dominates the US grocery industry, which raises the question of whether consumers are purchasing food that is not wrapped in conventional plastic but environmentally friendly packaging. Through their study, the authors hope that their findings provide marketers with fresh insights into the characteristics of consumers willing to purchase grocery items packaged in environmentally friendly materials.

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18 p.

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Abstract: Plastic packaging dominates the US grocery industry. This realization raises the question of whether consumers are purchasing food that is not wrapped in conventional plastic but environmentally friendly packaging. This quantitative study adapted the Theory of Planned Behavior to investigate the relationship between consumers’ socio-demographics, purchase intention, and purchasing behavior regarding environmentally friendly grocery packaging. The survey was distributed through Qualtrics, and a sample of 487 eligible US grocery consumers was gathered. The study uncovers some novel findings. First, the results suggest that consumers’ subjective norms substantially stimulate environmentally friendly grocery packaging purchase intentions, influencing actual purchasing behavior. Second, we discovered that purchase intention and perceived behavioral control are likely working in conjunction to help bridge the intention-behavior gap in environmentally friendly consumption. Third, this study supplied a fresh perspective on socio-demographics’ role in environmentally friendly consumption, confirming that predominantly younger, unmarried consumers are more prone to purchase grocery items packaged in environmentally friendly materials. We hope that these study findings provide marketers with fresh insights into the characteristics of consumers willing to purchase grocery items packaged in environmentally friendly materials.

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  • Sustainability, 15(11), MDPI, May 30, 2023, pp. 1-18

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  • Publication Title: Sustainability
  • Volume: 15
  • Issue: 11
  • Peer Reviewed: Yes

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UNT Scholarly Works

Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.

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  • May 30, 2023

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  • Dec. 14, 2023, 5:20 a.m.

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  • Dec. 19, 2023, 1:08 p.m.

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Oliver, Mikah O.; Jestratijevic, Iva; Uanhoro, James & Knight, Dee K. Investigation of a Consumer’s Purchase Intentions and Behaviors towards Environmentally Friendly Grocery Packaging, article, May 30, 2023; (https://digital.library.unt.edu/ark:/67531/metadc2201683/: accessed May 25, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; crediting UNT College of Merchandising, Hospitality and Tourism.

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