Title: Eco-packaging of the millet foods: unveiling consumer willingness to pay for sustainable solutions through perceived values and environmental concern

Authors: Uttam Kaur; Prashant Kumar Siddhey

Addresses: ITM University, Gwalior, India ' Prestige Institute of Management and Research, Indore, India

Abstract: This study investigates the factors influencing consumers' willingness to pay a premium for eco-friendly packaged products, specifically focusing on millet-based food items. Despite increasing environmental awareness, the higher cost of sustainable packaging remains a barrier for many consumers, and limited research has explored the underlying drivers of purchase intentions in this context. To bridge this gap, a survey was conducted with 365 consumers of eco-packaged products. Using partial least squares structural equation modelling (PLS-SEM), the study analysed the impact of perceived value, environmental concern, and willingness to pay on consumers' purchase intentions. The findings reveal that consumers are more likely to invest in eco-packaged products when they perceive high value, exhibit strong environmental concern, and show readiness to pay extra for sustainable options. These insights offer valuable implications for marketers and policymakers promoting sustainable consumption.

Keywords: eco-packaging; consumers; millet food; perceived values; willingness to pay; WTP; PLS-SEM; environmental concern; premium price.

DOI: 10.1504/IJAOM.2025.148398

International Journal of Advanced Operations Management, 2025 Vol.16 No.3, pp.351 - 372

Received: 26 May 2024
Accepted: 15 Jun 2025
Published online: 03 Sep 2025 *

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