This study adapted the theory of planned behavior to investigate the relationship between purchase intention and purchasing behavior toward environmentally-friendly grocery packaging. This quantitative study collected 487 useable responses on the Amazon Mturk platform targeting a population of US consumers over 18 years old who purchase groceries. Using the collected data, a correlation and regression analysis was conducted. The socio-demographic variables were used as moderators to investigate the relationship between purchasing intention and actual behavior. The study's results suggest that a consumer's subjective norms substantially stimulate environmentally friendly grocery packaging purchase intentions, which further has or leads to the most decisive influence on actual 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 likelier to act upon their intentions by purchasing environmentally friendly grocery packaging. Furthermore, conclusions from this study uncover the primary influences of consumer purchase intention and behavior towards environmentally-friendly grocery packaging. Lastly, but not less important, this study identifies the barriers to environmentally friendly consumption's intention and behavior gap. Results can also give government agencies and brands a clearer perspective to make consumers more knowledgeable on environmentally friendly packaging consumption.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1987013 |
| Date | 08 1900 |
| Creators | Oliver, Mikah Omari |
| Contributors | Jestratijevic, Iva, Uanhoro, James, Knight, Dee K |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Oliver, Mikah Omari, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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