Title: The impact of functional and structural innovation designs on consumer usage intention: a study on eco-friendly sugarcane bagasse food containers

Authors: Meng Fan; Chokeanand Bussracumpakorn

Addresses: King Mongkut's University of Technology Thonburi, Bangkok 10140, Thailand ' King Mongkut's University of Technology Thonburi, Bangkok 10140, Thailand

Abstract: With increasing consumer demand for sustainable products, bagasse has emerged as a sustainable alternative to traditional plastic materials in food packaging. However, current research on sustainable packaging solutions overlooks the combined impact of functional and structural design innovations on consumer adoption intentions. This paper constructs the eco-friendly packaging intention model (EPIM-TI) based on the technology acceptance model (TAM) and the diffusion of innovation theory (IDT) to explore the portable grip design (PGD), compartment design (CD), and modular design (MD). According to a questionnaire survey of 179 respondents, EPIM-TI assesses the impact of design innovation on consumer adoption intention. Results showed that PGD, CD, and MD significantly enhanced consumer intention to use (CIU) through convenience, safety, and flexibility. EPIM-TI also maximised the overall product appeal. Consequently, the model provides valuable opportunities for future research using bagasse packaging as an example, including consumer preferences in different culture and markets.

Keywords: functional innovation design; FID; structural innovation design; SID; consumer usage intention; CUI; eco-friendly packaging; sugarcane bagasse.

DOI: 10.1504/IJSTM.2025.149174

International Journal of Services Technology and Management, 2025 Vol.30 No.2/3, pp.143 - 165

Received: 25 Jan 2025
Accepted: 08 Feb 2025
Published online: 16 Oct 2025 *

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