Environmental Awareness as a Moderator of the Relationship between Green Packaging and Purchase Decision: An Empirical Investigation of Aqua Products in the Indonesian Market
DOI:
https://doi.org/10.25139/sng.v15i1.10703Keywords:
Green packaging, Environmental awareness, Purchase decision, Bottled water, IndonesiaAbstract
This study aims to examine the effect of green packaging on purchase decision, with environmental awareness as a moderating variable, in the context of Aqua bottled water products in Indonesia. Design/methodology/approach – The research model was tested using partial least squares structural equation modeling (PLS-SEM) with a sample of 200 Aqua consumers in Indonesia. The data were collected through an online survey and analyzed using WarpPLS software version 7.0. Findings – The results show that green packaging has a significant positive effect on purchase decision (β=0.533; P<0.001), and environmental awareness also significantly influences purchase decision (β=0.333; P<0.001). Furthermore, environmental awareness positively moderates the effect of green packaging on purchase decision (β=0.160; P=0.010). Research limitations – The study focused on a single brand in one product category in Indonesia, which may limit the generalizability of the findings. Future research can replicate the study in different contexts and explore other potential moderators. Practical implications – The findings suggest that green packaging is a strategic tool to attract environmentally conscious consumers. Companies should invest in sustainable packaging and communicate its benefits, especially to consumers with high environmental awareness. Originality/value – This study is the first to investigate the moderating role of environmental awareness on the effect of green packaging on purchase decision for Aqua products in Indonesia. It contributes to the green marketing literature and offers insights for sustainability practices.
References
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[6] Choshaly, S. H. (2017). Consumer perception of green issues and intention to purchase green products. International Journal of Management, Accounting and Economics, 4(1), 66-79. http://www.ijmae.com/article_114899.html
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[14] Kumar, A., Prakash, G., & Kumar, G. (2017). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. International Journal of Environment and Sustainable Development, 16(4), 297-312. https://doi.org/10.1504/IJESD.2017.087081
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[16] Mahmoud, M. A., Tsetse, E. K. K., Tulasi, E. E., & Muddey, D. K. (2022). Green Packaging, Environmental Awareness, Willingness to Pay and Consumers' Purchase Decisions. Sustainability, 14(23), 16091. https://doi.org/10.3390/su142316091
[17] Mardiyah, S., Anggraeni, S. V., & Muzdalifah, L. (2022). The Role of Green Products and Green Packaging in Purchase Decisions. GREENOMIKA, 4(2), 116-127. https://doi.org/10.55732/unu.gnk.2022.04.2.5
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[22] Schuitema, G., & de Groot, J. I. (2015). Green consumerism: The influence of product attributes and values on purchasing intentions. Journal of Consumer Behaviour, 14(1), 57-69. https://doi.org/10.1002/cb.1501
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7th ed.). Chichester, West Sussex, United Kingdom: John Wiley & Sons.
[23] Sharaf, M. A., & Isa, F. M. (2017). Factors influencing students' intention to purchase green products: A case study in Universiti Utara Malaysia. Pertanika Journal of Social Sciences & Humanities, 25, 239-250. http://www.pertanika.upm.edu.my/view_archives.php?journal=JSSH-25-S-11
[24] Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018-1042. https://doi.org/10.1108/MD-10-2018-1092
[25] Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), 2078-2092. https://doi.org/10.1002/bse.3237
[26] Simmonds, G., & Spence, C. (2017). Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality and Preference, 62, 340-351. https://doi.org/10.1016/j.foodqual.2016.11.010
[27] Singh, G., & Pandey, N. (2018). The determinants of green packaging that influence buyers' willingness to pay a price premium. Australasian Marketing Journal, 1–10. https://doi.org/10.1016/j.ausmj.2018.06.001
[28] Stern, P. C. (2000). New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424. https://doi.org/10.1111/0022- 4537.00175
[29] Trivedi, R. H., Patel, J. D., & Savalia, J. R. (2018). The Role of Packaging on Buying Behavior of Customers: A Literature Review. International Journal of Innovative Research & Studies, 8(1), 31-43.
[30] Zhang, G., & Zhao, Z. (2012). Green packaging management of logistics enterprises. Physics Procedia, 24, 900-905. https://doi.org/10.1016/j.phpro.2012.02.13
