Exploring the Consumer Preference for Sustainable Packaging in Metro Manila: Investigating the Influence of Environmental Values, Product Quality, and Price Sensitivity

Purpose: This study aims to investigate consumer preferences for sustainable packaging in Metro Manila, focusing on the influence of environmental values, perceived product quality, and price sensitivity. Methodology: A logistic regression model was employed to analyze the relationship between these variables and consumer willingness to pay a premium for sustainable packaging. Data will be collected through surveys administered to a sample of consumers in Metro Manila. Findings: Environmental values, perceived product quality, and price sensitivity significantly shape consumer preferences for sustainable packaging in Metro Manila. Consumers with strong environmental beliefs, those who perceive sustainable packaging as higher quality, and those less concerned about price are more likely to select sustainable options. Unique Contribution to Theory, Policy, and Practice: Consumers value both the functional and emotional aspects of products, as suggested by the Hedonic Pricing Model. In the context of sustainable packaging, consumers are willing to pay more for environmentally friendly and socially responsible options. To effectively promote sustainable packaging, businesses should prioritize high-quality, innovative solutions that align with consumer values and are affordable.