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The determinants of green packaging that influence buyers’ willingness to pay a price premium

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  • Singh, Gaganpreet
  • Pandey, Neeraj

Abstract

The study examined the impact of green packaging on consumer behaviour. It was measured through willingness to pay since it acts as a proxy for actual behaviour. Using a sample of 343 respondents, the study empirically confirmed the effect of six factors grounded from “theory of consumption values” and “customer value creation framework” that offered uniqueness to green packaging and influenced buyers’ willingness to pay a price premium.

Suggested Citation

  • Singh, Gaganpreet & Pandey, Neeraj, 2018. "The determinants of green packaging that influence buyers’ willingness to pay a price premium," Australasian marketing journal, Elsevier, vol. 26(3), pages 221-230.
    • Handle: RePEc:eee:aumajo:v:26:y:2018:i:3:p:221-230
    DOI: 10.1016/j.ausmj.2018.06.001
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    Cited by:

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    2. Alencar Bravo & Darli Vieira, 2024. "Modelling the Purchase of Green Packaged Products: The Significant Impact of the West–East Cultural Context," Sustainability, MDPI, vol. 16(3), pages 1-21, January.
    3. Mahmoud Abdulai Mahmoud & Ernest Kafui Kwasi Tsetse & Ernest Edem Tulasi & Donne Komla Muddey, 2022. "Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions," Sustainability, MDPI, vol. 14(23), pages 1-14, December.
    4. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    5. Massoud Moslehpour & Sahand E. P. Faez & Brij B. Gupta & Varsha Arya, 2023. "A Fuzzy-Based Analysis of the Mediating Factors Affecting Sustainable Purchase Intentions of Smartphones: The Case of Two Brands in Two Asian Countries," Sustainability, MDPI, vol. 15(12), pages 1-23, June.
    6. Krishna Moorthy & Aufa Amalina Kamarudin & Lee Xin & Lim Min Hui & Lim Thong Way & Puah Sien Fang & Wong Carmen, 2021. "Green packaging purchase behaviour: a study on Malaysian consumers," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 15391-15412, October.
    7. Igor Popovic & Bart A. G. Bossink & Peter C. van der Sijde, 2019. "Factors Influencing Consumers’ Decision to Purchase Food in Environmentally Friendly Packaging: What Do We Know and Where Do We Go from Here?," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
    8. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    9. Prakash, Gyan & Choudhary, Sangita & Kumar, Anil & Garza-Reyes, Jose Arturo & Khan, Syed Abdul Rehman & Panda, Tapan Kumar, 2019. "Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 163-169.
    10. Aysun Kahraman & İpek Kazançoğlu, 2019. "Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1218-1233, September.
    11. Kumar, Anil & Prakash, Gyan & Kumar, Gaurav, 2021. "Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    12. Long, Qingqi & Tao, Xiaoying & Chen, Yunting & Chen, Yingni & Xu, Le & Zhang, Shuzhu & Zhang, Jie, 2022. "Exploring combined effects of dominance structure, green sensitivity, and green preference on manufacturing closed-loop supply chains," International Journal of Production Economics, Elsevier, vol. 251(C).
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    14. Jiarong Shi & Zihao Jiang, 2023. "Willingness to pay a premium price for green products: does a reference group matter?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(8), pages 8699-8727, August.

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