How packaging systems influence consumers´ purchase intention

: the mediation role of perceived usefulness

Abstract

Demand for single-use plastics is rapidly growing due to the increasing pace in consumers’lives contributing to a surge in plastic production. The underlying disposable packaging wastegenerated is therefore contributing to plastic pollution. Climate change pressing action isleading companies to opt for green choices and reduce their environmental footprint. Makingreusable packaging systems available in the market is part of the solution to reduce plasticwaste.This study aims to assess how packaging systems influence consumers’ purchase intentionsconsidering perceived usefulness as a mediator and brand loyalty a moderator of therelationship.Insights were collected through semi-structured interviews and an online survey to test theseven formed hypotheses.Findings suggested that there is not a significant difference in actions between stimulus perhapsthe reason why this study cannot conclude perceived usefulness to be a mediator and brandloyalty a moderator of the relationship. Perceived usefulness seems to be the only relevant effecton purchase intention. Nonetheless consumers with a higher level of education aged 45 to 54 years old are more likelyto use a reusable packaging system. Hence, it is recommended that managers explore thereusable packaging option near consumers with these characteristics.

Date of Award	31 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor)