Title: Malaysian consumers' preference for green packaging

Authors: Salini Devi Rajendran; Siti Norida Wahab; Minder Kaur Parthaman Singh

Addresses: Department of Logistics Management, Faculty of Business and Information Science, UCSI University, 56000, Kuala Lumpur, Malaysia ' Department of Logistics Management, Faculty of Business and Information Science, UCSI University, 56000, Kuala Lumpur, Malaysia ' Faculty of Social Science and Liberal Arts, UCSI University, 56000, Kuala Lumpur, Malaysia

Abstract: The awareness of green packaging concept among Malaysians is still very unsatisfactory. Thus, this study investigates the awareness of green packaging among Malaysians and to identify the factors which influence consumers to purchase green packaging products based on the traditional theory of planned behaviour (TPB). The methodology used to collect the data from 200 Malaysian retail consumers was conducted via face-to-face interview, using a structured questionnaire. A large group of these respondents has little knowledge about green packaging. The results obtained through multiple regression analysis showed that consumers' purchase intention was influenced by packaging design. Hence, green packaging knowledge, information and visual elements are the deciding factors in attracting consumers to purchase green packed products. The findings from this study will be useful not only to the companies but also to marketers to identify ways to improve their green packaging to attract consumers.

Keywords: green packaging; sustainability; theory of planned behaviour; TPB; consumers preference.

DOI: 10.1504/IJSSS.2019.103629

International Journal of Society Systems Science, 2019 Vol.11 No.4, pp.312 - 331

Received: 20 Jul 2018
Accepted: 13 Jun 2019
Published online: 15 Nov 2019 *

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