How does the recycled material source of packaging impacts customer´s purchase intention

: the effects of brand image and consumer environmental awareness

Abstract

Consumers are growing their environmental concern, and companies should fulfil their expectations and needs. Nowadays, one million plastic bottles are purchased per minute, and regulations are being created to decrease plastic use. Therefore, this dissertation aims to understand the impact that the Package's material has on the consumer’s purchase intention. For that, a packaging stimulus was used (no symbol packaging Vs Package made by recycled plastic Vs package made by ocean plastic). The concept model also includes a mediator – brand image – and a moderator – consumers’ environmental awareness – that may affect the dependent variable. An online survey was conducted that exposed respondents to the packages stimulus of liquid soap. The results obtained indicate that sustainable packages impact the purchase intention of the consumer. However, recycled plastic packages have a more positive impact on purchase intentions than packages made by ocean plastic. Afterwards, sustainable packages have also a positive effect on brand image. However, in this analysis the results of the consumer’s environmental awareness variable were not verified.

Date of Award	28 Apr 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor) & Paulo Romeiro (Co-Supervisor)