The purpose of this thesis is to explore and analyse how sustainable considerations relate to consumers’ purchase decisions. The aim is to examine and understand relevant factors that are influencing the individual’s intentions and willingness to purchase food products in sustainable packaging. Thus, a framework for intentions and willingness to purchase is created, together with hypothesis in order to study this phenomena. Adopting an objectivist stance, the results were accumulated through quantitative methods, specifically through an online questionnaire based survey among 238 young adults in Europe. The study integrates a model that combines the theory of reasoned action (TRA) and the theory of planned behaviour (TPB) and individual characteristics, i.e. knowledge and awareness. Findings demonstrate that TRA and TPB variables, i.e. attitudes, subjective norms,
and perceived behaviour control (PBC), are positively correlated with intentions and willingness to purchase food in sustainable packaging, where PBC emerged as the strongest factor influencing sustainable intentions. The relationship between knowledge and awareness and willingness to purchase has been proven as not statistically significant. However, it is important to emphasize that measuring of actual respondent’s knowledge and awareness in regard to sustainability was not done in this study. Therefore, these findings demonstrate only perceptions of one’s knowledge and awareness.