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FACTORS AFFECTING CONSUMERS’ INTENTION TO BUY PRODUCTS WITH ECO-FRIENDLY PACKAGING IN DA NANG CITY
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Abstract
Nowadays, eco-friendly packaging is increasingly regarded as an optimal solution for minimizing harmful impacts on human health and the environment, thereby contributing to the protection of ecosystems. The purpose of this study is to identify and analyze the extent to which various factors influence consumers’ intentions to purchase products with sustainable packaging in Da Nang City. Based on the findings, the study aims to provide practical recommendations to encourage responsible consumption behavior. A quantitative research method was employed, using a structured questionnaire survey with a sample size of 254 respondents. The surveyed group consisted of consumers in Da Nang aged 18 years and older. The results reveal that subjective norms (0,318) are the most influential factor affecting the intention to buy products packaged with environmentally conscious materials, followed by environmental concern (0,276), health safety needs (0,25), personal ethical standards (0,247) and attitudes (0,216).
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Keywords
Eco – friendly packaging, purchase intention, sustainable consumption
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