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Assessing Sustainable Consumption in Packaged Food in Indonesia: Corporate Communication Drives Consumer Perception and Behavior

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  • Ming-Lang Tseng

    (Institute of Innovation and Circular Economy, Asia University, Taichung 413, Taiwan
    Department of Medical Research, China Medical University Hospital, Taichung 404, Taiwan)

  • Chun-Wei Remen Lin

    (Institute of Innovation and Circular Economy, Asia University, Taichung 413, Taiwan)

  • Raditia Yudistira Sujanto

    (Department of Business Administration, Asia University, Taichung 413, Taiwan
    Department of Communication, Universitas Aisyiyah Yogyakarta, Yogyakarta 55292, Indonesia)

  • Ming K. Lim

    (College of Mechanical Engineering, Chongqing University, Chongqing 400044, China
    Faculty Research Centre for Business in Society, Coventry University, Coventry CV1 5FB, UK)

  • Tat-Dat Bui

    (Institute of Innovation and Circular Economy, Asia University, Taichung 413, Taiwan)

Abstract

Sustainable consumption has been addressed in the literature in recent years, especially in relation to changing from a traditional consumption to sustainable consumption. Reducing environmental impacts from waste generation has been the focal point of sustainable consumption. However, a large number of attributes has caused a complexity in understanding which attributes effectively enhance the consumption. In particular, sustainable consumption has been facing a negative trend due to low levels of knowledge about packaging’s environmental impact, failed communication which leads to misperception and irresponsible behavior. This study contributes to proposing a set of attributes for enhancing sustainable consumption in the Indonesian food industry, to fulfill the lack of understanding of the attribute interrelationships using qualitative information. This study proposes a set of attributes to enhance sustainable consumption with qualitative information by assessing the interrelationships among the attributes employing the Delphi method and fuzzy decision-making trial and evaluation laboratory method to provide causal and effect relationships. As a result, corporate communication, consumer perception, consumer behavior, and product packaging are major aspects for sustainable consumption enhancement. Corporate communication becomes a major driver to affect perception and behavior. This study proposes a managerial insight for the packaged food industry on improving several criteria including green marketing, green consumerism, verbal features, and importance of information.

Suggested Citation

  • Ming-Lang Tseng & Chun-Wei Remen Lin & Raditia Yudistira Sujanto & Ming K. Lim & Tat-Dat Bui, 2021. "Assessing Sustainable Consumption in Packaged Food in Indonesia: Corporate Communication Drives Consumer Perception and Behavior," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:14:p:8021-:d:596654
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    References listed on IDEAS

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    1. Joanna Kaczorowska & Krystyna Rejman & Ewa Halicka & Agata Szczebyło & Hanna Górska-Warsewicz, 2019. "Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers," Sustainability, MDPI, vol. 11(24), pages 1-17, December.
    2. Usama Awan & Amira Khattak & Sajeela Rabbani & Amandeep Dhir, 2020. "Buyer-Driven Knowledge Transfer Activities to Enhance Organizational Sustainability of Suppliers," Sustainability, MDPI, vol. 12(7), pages 1-14, April.
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    Cited by:

    1. Haiying Wang & Muhamad Abdul Aziz Ab Gani & Chang Liu, 2023. "Impact of Snack Food Packaging Design Characteristics on Consumer Purchase Decisions," SAGE Open, , vol. 13(2), pages 21582440231, April.
    2. Dyi-Cheng Chen & Der-Fa Chen & Shih-Ming Huang & Mu-Jung Huang & Wen-Jye Shyr & Chien-Fu Chiou, 2021. "Critical Success Factors to Improve the Business Performance of Tea Drink Chains," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    3. Inaki Maulida Hakim & Moses Laksono Singgih & I Ketut Gunarta, 2023. "Critical Success Factors for Internet of Things (IoT) Implementation in Automotive Companies, Indonesia," Sustainability, MDPI, vol. 15(4), pages 1-18, February.
    4. Francesc Fusté-Forné & Maria Fusté Forné, 2021. "Urban Gardens as Sustainable Attractions for Children in Family Tourism," Resources, MDPI, vol. 10(11), pages 1-11, November.
    5. Ke Wang & Yafei Zhao & Rajan Kumar Gangadhari & Zhixing Li, 2021. "Analyzing the Adoption Challenges of the Internet of Things (IoT) and Artificial Intelligence (AI) for Smart Cities in China," Sustainability, MDPI, vol. 13(19), pages 1-35, October.

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