The Impact Of Environmentally Friendly Packaging On Chinese Consumers’ Intention To Purchase

As the global interest towards environmentally friendly packaging grows,the study takes an initiative to depict how consumers identify the “environmental friendliness” when evaluating a packaging.Stimulus-Organism-Response(S-O-R)framework was adopted to the consumers’ perceptions of environmentally friendly packaging.This study conducted experimental research to analyze the relationships among packaging cues(Stimulus),customer’s perception of the environmental friendliness of a product(Organism)and subsequent purchase intention(Response).Two variables were presented,environmental concern and perceived consumer effectiveness as moderators of consumers’ intention towards buying an eco-friendly packaged product.By putting the young Chinese shoppers and their buying decisions under the spotlight,this study result reveals the degree of importance they place on environmentally friendly packaged products.The findings indicated that the young Chinese consumer panel is indeed affected by the material choices and environmental message presence when it comes to environmental friendliness perception.It also has been found that a higher level of perceived environmental friendliness,among consumers,is more likely to lead to purchase intent.With respect to consumers’ environmental concerns,it was found that a higher level of environmental concern reflected a significant moderation effect on the perceived environmental friendliness and purchase intent relation.