Does Green Packaging Matter? Investigating on Consumer Self-image Congruity and Green Knowledge toward Attitude and Purchase Intention

• Published in: Soochow journal of economics and business no. 102; pp. 1 - 33
• Main Authors: 包蕾娜(Karina Elvira Bol), 李藍瑜(Lynne Lee), 陳綉里(Hsiu-Li Chen)
• Format: Journal Article
• Language: English
• Published: Taipei 東吳大學商學院 01.06.2021; Soochow University
• Subjects: Attitudes; Consumer attitudes; Consumer behavior; Consumers; Developing countries; Environmental protection; Green marketing; Green products; Knowledge; LDCs; Packaging; Purchase intention; Recycling; Self esteem; Self image; United States > US; Europe; 環境訊息; 自我概念一致性; 綠色包裝; green knowledge; 綠色知識; green packaging; Self-image congruity; environmental information
• ISSN: 0259-3769

Environmental protection has become an important issue in nowadays society. Companies have responded in producing products that are more environmentally friendly, and this has since spread toward production, logistics, marketing, operations, and packaging. More specifically, packaging turns into a significant factor in determining the purchase of a product. Therefore, the main purpose of this study is to examine the relationships among self-image congruity, consumer's green knowledge, attitude, and purchase intention toward green packaging products. A structural equation modeling process was used to evaluate the relationships among self-image congruity, consumer's green knowledge, attitude, and purchase intention. Data collected for this study composed of 403 respondents, with 392 valid responses, of whom 199 are individuals from a Western cultural background, and the other 193 are from an Asian cultural background. Main results of this study revealed that consumers' self-image congruity has a significantly positive influence on attitude toward green packaging product and their purchase intention. Moreover, consumer's green attitude has a mediating effect on their green knowledge and purchase intention. Finally, cultural differences do exist between Western and Asian consumers. The empirical results of this research intend to help companies better understand consumers' perspectives on green packaging and the role of the green knowledge plays.