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Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry

This dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of moderation variables (price, packaging quality, availability, recognition and perceived consumer effectiveness), certain interaction effects could be measured that influence purchasing decisions. Results showed that a positive attitude towards sustainable packaging results in a higher probability of purchasing sustainably packaged products. Furthermore, it was found that millennials are willing to pay extra for sustainable packaging. Also, more knowledge on how to recognize sustainably packaged products increases the likelihood of purchasing them.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hkr-20806
Date January 2020
CreatorsJochems, Jofel, Schol, Taeke Cornelis
PublisherHögskolan Kristianstad, Fakulteten för ekonomi, Högskolan Kristianstad, Fakulteten för ekonomi
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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