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The determinants of green packaging that influence buyers’ willingness to pay a price premium

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  • Singh, Gaganpreet
  • Pandey, Neeraj

Abstract

The study examined the impact of green packaging on consumer behaviour. It was measured through willingness to pay since it acts as a proxy for actual behaviour. Using a sample of 343 respondents, the study empirically confirmed the effect of six factors grounded from “theory of consumption values” and “customer value creation framework” that offered uniqueness to green packaging and influenced buyers’ willingness to pay a price premium.

Suggested Citation

  • Singh, Gaganpreet & Pandey, Neeraj, 2018. "The determinants of green packaging that influence buyers’ willingness to pay a price premium," Australasian marketing journal, Elsevier, vol. 26(3), pages 221-230.
    • Handle: RePEc:eee:aumajo:v:26:y:2018:i:3:p:221-230
    DOI: 10.1016/j.ausmj.2018.06.001
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    14. Aysun Kahraman & İpek Kazançoğlu, 2019. "Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1218-1233, September.
    15. Cherry C. I. Lau & Christina W. Y. Wong, 2024. "Achieving sustainable development with sustainable packaging: A natural‐resource‐based view perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4766-4787, July.
    16. Kumar, Anil & Prakash, Gyan & Kumar, Gaurav, 2021. "Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    17. Long, Qingqi & Tao, Xiaoying & Chen, Yunting & Chen, Yingni & Xu, Le & Zhang, Shuzhu & Zhang, Jie, 2022. "Exploring combined effects of dominance structure, green sensitivity, and green preference on manufacturing closed-loop supply chains," International Journal of Production Economics, Elsevier, vol. 251(C).
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