Consumer Awareness and Acceptance of Sustainable Packaging in the Food and Beverage Industry: The Mediating Roles of Attitude and Willingness to Pay
Keywords:
Sustainable packaging, Consumer awareness, Attitude toward sustainable packaging, Willingness to pay, Purchase intention, Food and beverage industryAbstract
The growing environmental impact of packaging waste has intensified the need for sustainable packaging solutions in the food and beverage industry. This study examines consumer awareness and acceptance of sustainable packaging, focusing on the mediating roles of attitude toward sustainable packaging and willingness to pay in shaping purchase intention. Primary data were collected from 412 consumers of packaged food products using a structured questionnaire. The data were analyzed using descriptive statistics, reliability analysis, exploratory factor analysis (EFA), and structural equation modeling (SEM). The findings reveal that consumers possess a moderate level of awareness regarding sustainable packaging, accompanied by positive attitudes and a moderate willingness to pay a price premium for environmentally friendly packaging. Purchase intention toward sustainably packaged food products was found to be relatively high. The results further indicate that attitude and willingness to pay partially mediate the relationship between sustainable packaging awareness and purchase intention. The study offers valuable insights for policymakers, marketers, and food manufacturers to design effective communication and pricing strategies that encourage the adoption of sustainable packaging practices.
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