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Investigation of a Consumer’s Purchase Intentions and Behaviors towards Environmentally Friendly Grocery Packaging

Author

Listed:
  • Mikah O. Oliver

    (Merchandising and Digital Retailing Department, College of Merchandising, Hospitality and Tourism, University of North Texas, Denton, TX 76203, USA)

  • Iva Jestratijevic

    (Merchandising and Digital Retailing Department, College of Merchandising, Hospitality and Tourism, University of North Texas, Denton, TX 76203, USA)

  • James Uanhoro

    (Research, Measurement and Statistics, Educational Psychology, University of North Texas, Denton, TX 76203, USA)

  • Dee K. Knight

    (Merchandising and Digital Retailing Department, College of Merchandising, Hospitality and Tourism, University of North Texas, Denton, TX 76203, USA)

Abstract

Plastic packaging dominates the US grocery industry. This realization raises the question of whether consumers are purchasing food that is not wrapped in conventional plastic but environmentally friendly packaging. This quantitative study adapted the Theory of Planned Behavior to investigate the relationship between consumers’ socio-demographics, purchase intention, and purchasing behavior regarding environmentally friendly grocery packaging. The survey was distributed through Qualtrics, and a sample of 487 eligible US grocery consumers was gathered. The study uncovers some novel findings. First, the results suggest that consumers’ subjective norms substantially stimulate environmentally friendly grocery packaging purchase intentions, influencing actual purchasing behavior. Second, we discovered that purchase intention and perceived behavioral control are likely working in conjunction to help bridge the intention-behavior gap in environmentally friendly consumption. Third, this study supplied a fresh perspective on socio-demographics’ role in environmentally friendly consumption, confirming that predominantly younger, unmarried consumers are more prone to purchase grocery items packaged in environmentally friendly materials. We hope that these study findings provide marketers with fresh insights into the characteristics of consumers willing to purchase grocery items packaged in environmentally friendly materials.

Suggested Citation

  • Mikah O. Oliver & Iva Jestratijevic & James Uanhoro & Dee K. Knight, 2023. "Investigation of a Consumer’s Purchase Intentions and Behaviors towards Environmentally Friendly Grocery Packaging," Sustainability, MDPI, vol. 15(11), pages 1-18, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:11:p:8789-:d:1159135
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    References listed on IDEAS

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    Cited by:

    1. Alba D'Aniello & Carmela Donato & Emanuela Stagno, 2025. "Packaging the Future: A Research Agenda to Unveil Consumer Trends in Sustainable Food and Beverage Choices," Business Strategy and the Environment, Wiley Blackwell, vol. 34(7), pages 8779-8831, November.
    2. Chang Liu & Mat Redhuan Samsudin & Yuwen Zou, 2025. "The multidimensional impact of packaging design on purchase intention: a systematic hybrid review," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-18, December.
    3. Ayten Nahide Korkmaz & Meral Uzunöz Altan, 2023. "A Systematic Literature Review of Sustainable Consumer Behaviours in the Context of Industry 4.0 (I4.0)," Sustainability, MDPI, vol. 16(1), pages 1-16, December.
    4. Ibrahim Mutambik & Abdullah Almuqrin & Fawaz Alharbi & Majed Abusharhah, 2023. "How to Encourage Public Engagement in Smart City Development—Learning from Saudi Arabia," Land, MDPI, vol. 12(10), pages 1-16, September.
    5. Ali Zoungrana & Qiuyan Yuan, 2026. "Mycelium-Based Bio-Foam as a Sustainable Alternative to Plastic Foam Packaging: a Systematic Review of Technical Feasibility and Consumer Adoption Drivers," Circular Economy and Sustainability, Springer, vol. 6(2), pages 1-20, April.
    6. Valerio Schiaroli & Luca Fraccascia, 2026. "What Is Essential Is Invisible to the Eye: Unraveling the Drivers of Purchase Intention and Willingness to Pay for Sustainable Underwear Using the Stimulus–Organism–Response Framework," Business Strategy and the Environment, Wiley Blackwell, vol. 35(4), pages 6069-6088, May.

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