Sustainable packaging and Purchasing Intention - Investigating willingness to purchase food in sustainable packaging
Author
Cikotic, Andrea
Term
4. term
Publication year
2019
Submitted on
2019-06-06
Pages
94
Abstract
Dette speciale undersøger, hvordan hensyn til bæredygtighed påvirker forbrugeres beslutninger om at købe fødevarer i bæredygtig (mere miljøvenlig) emballage. Formålet er at identificere, hvilke faktorer der former menneskers intentioner og vilje til at købe. For at gøre dette udviklede studiet en ramme og testbare hypoteser og indsamlede data via en kvantitativ online spørgeskemaundersøgelse blandt 238 unge voksne i Europa. Modellen kombinerer to velkendte adfærdsteorier—Theory of Reasoned Action og Theory of Planned Behavior—med individuelle kendetegn som selvrapporteret viden og bevidsthed om bæredygtighed. Kort fortalt fokuserer modellen på tre drivkræfter: holdninger (hvor positivt man ser på adfærden), subjektive normer (oplevet socialt pres) og oplevet adfærdskontrol (hvor let og gennemførligt adfærden føles). Resultaterne viser, at alle tre drivkræfter er positivt relateret til intentioner og vilje til at købe mad i bæredygtig emballage, hvor oplevet adfærdskontrol er den stærkeste faktor. Derimod har selvrapporteret viden og bevidsthed ikke en statistisk signifikant sammenhæng med købslyst. Det er vigtigt at bemærke, at undersøgelsen kun målte respondenternes opfattelse af egen viden og bevidsthed, ikke deres faktiske viden, hvilket giver grund til forsigtighed i tolkningen.
This thesis explores how sustainability considerations influence consumers’ decisions to buy food products in sustainable (more environmentally friendly) packaging. It aims to identify which factors shape people’s intentions and willingness to purchase. To do this, the study developed a framework and testable hypotheses and collected data through a quantitative online survey of 238 young adults across Europe. The model combines two well-known behavior theories—the Theory of Reasoned Action and the Theory of Planned Behavior—with individual characteristics such as self-reported sustainability knowledge and awareness. In simple terms, the model focuses on three drivers: attitudes (how positively someone views the behavior), subjective norms (perceived social pressure), and perceived behavioral control (how easy and feasible the behavior feels). The results show that all three drivers are positively related to intentions and willingness to buy food in sustainable packaging, with perceived behavioral control emerging as the strongest factor. In contrast, self-reported knowledge and awareness do not have a statistically significant relationship with willingness to purchase. It is important to note that the study measured only respondents’ perceptions of their knowledge and awareness, not their actual knowledge, which calls for caution when interpreting these findings.
[This abstract was generated with the help of AI]
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