Title: Factors influencing green packaging purchase intention: a comparative study of Taiwan and Vietnam

Authors: Thi Phuong Thanh Le; Shu-Yi Liaw; The Hien Nguyen

Addresses: Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, Pingtung, Taiwan; School of Economics, Can Tho University, Can Tho City, Vietnam ' Department of Business Administration, National Pingtung University of Science and Technology, Pingtung, Taiwan ' School of Economics, Can Tho University, Can Tho City, Vietnam

Abstract: This study investigates factors influencing green packaging purchase intention in Taiwan and Vietnam. Data were collected through questionnaires from 203 Taiwanese and 259 Vietnamese respondents. Multiple regression analysis was conducted to examine the impacts of environmental attitude, subjective norms, governmental policies, green perceived value, and green perceived risk on green packaging purchase intention. The findings reveal that in Taiwan, environmental attitude, governmental policies, green perceived value, and green perceived risk significantly influence green packaging purchase intention. In Vietnam, governmental policies and green perceived value are the primary drivers. Multigroup analysis shows that environmental attitude has a stronger positive impact on green packaging purchase intention in Taiwan, while green perceived value exerts greater influence in Vietnam. Additionally, green perceived risk negatively affects green packaging purchase intention, with a more pronounced effect in Taiwan. This study offers vital insights for scholars, policymakers, and businesses to advance sustainable packaging strategies.

Keywords: environmental attitude; governmental policies; green purchase intention; green perceived value; green perceived risk; cross-cultural analysis; subjective norms; sustainable packaging; Taiwan; Vietnam.

DOI: 10.1504/IJAITG.2025.151411

International Journal of Agriculture Innovation, Technology and Globalisation, 2025 Vol.5 No.1, pp.1 - 23

Received: 27 Mar 2025
Accepted: 27 Jun 2025
Published online: 28 Jan 2026 *

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