Eco-friendly choices

: understanding consumer responses to sustainable packaging in supermarkets

Abstract

This study investigates the impact of sustainable packaging on consumer purchase intentions in supermarkets, drawing from an extensive literature review on consumer behavior, packaging, and green packaging. A survey was conducted with 89 participants, and the data were analyzed using regression models in R. The results indicate that participants placing higher importance on sustainable and plastic-reducing packaging exhibit a stronger inclination toward choosing products with sustainable packaging. Educational level emerged as a significant factor, with participants holding Bachelor's and Master's degrees showing a greater preference for sustainable packaging. Age also played a role, as younger participants expressed a higher preference for sustainable options. The study highlights the importance of visual product characteristics and the positive association between sustainable packaging and consumer choices. However, challenges such as environmental impact and the need for increased consumer awareness were identified. The findings emphasize the need for future research to explore the influence of product prices and include various types of supermarkets in the analysis. The study contributes valuable insights for academics and practitioners seeking to understand and promote sustainable choices in the context of food packaging. As consumers increasingly prioritize sustainability, businesses embracing eco-friendly practices are likely to thrive in a conscientious market.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Moreira da Cruz (Supervisor)