Impact of sustainable packaging on consumer buying behaviour: a study based on UTAR student

Loh, Yan Min (2024) Impact of sustainable packaging on consumer buying behaviour: a study based on UTAR student. Final Year Project, UTAR.

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Abstract

The research investigates the factors influencing university students’ buying behaviour toward sustainable packaging in Malaysia, emphasizing four key independent variables: awareness of sustainable packaging, perceived environmental impact, sustainable packaging with smart function and cost perception. Grounded in the Theory of Planned Behaviour, the study examines how these factors interact to shape consumer behaviour. A quantitative research approach was employed, collecting data through surveys from 202 university students. Multiple regression analysis and Pearson correlation were utilized as statistical tools to identify relationships and derive meaningful insights. The findings highlight significant positive relationships between awareness of sustainable packaging, sustainable packaging with smart function and cost perception with consumer buying behaviour. Awareness fosters informed decisions, while smart packaging functions such as freshness monitoring, condition tracking, and product information are identified as the influential factor, enhancing the practicality and appeal of sustainable packaging. Cost perception reveals that students are willing to pay a premium for packaging perceived to provide additional value. Conversely, perceived environmental impact did not significantly influence buying behaviour, potentially due to consumers switching to more eco-friendly reusable bags. This study underscores the importance of targeted strategies for businesses and policymakers. Businesses should prioritize innovation in smart packaging and effective pricing strategies to enhance consumer value and align with sustainability goals. Policymakers can support these efforts through public education campaigns and incentives to encourage the adoption of sustainable practices. Despite the study’s limited generalizability, its findings offer valuable insights into shaping consumer behaviour and promoting sustainable packaging, particularly among Malaysia’s younger generation. Keywords: Sustainable packaging, Smart packaging, Awareness, Perception, Consumer buying behaviour

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