Examining Consumer Purchase Intention toward Sustainable Packaging in the Food and Beverage Industry: An SEM-Based Mediation Analysis
Keywords:
Sustainable packaging, Purchase intention, Consumer awareness, Willingness to pay, Attitude toward sustainable packaging, Structural equation modelingAbstract
The increasing environmental impact of packaging waste has intensified the need for sustainable packaging solutions in the food and beverage industry. This study examines consumer purchase intention toward sustainable packaging by analyzing the direct and mediating effects of sustainable packaging awareness, attitude toward sustainable packaging, and willingness to pay using a Structural Equation Modeling (SEM) approach. Primary data were collected from 412 consumers of packaged food products through a structured questionnaire. The measurement model was validated using Confirmatory Factor Analysis (CFA), and the structural model was tested to evaluate hypothesized relationships. The results indicate that sustainable packaging awareness has a significant direct impact on purchase intention and also indirectly influences purchase intention through willingness to pay. While awareness strongly shapes positive attitudes, attitude alone does not significantly translate into purchase intention without economic readiness. Willingness to pay emerges as the strongest mediator, highlighting the critical role of price acceptance in sustainable consumption decisions. The study provides valuable insights for policymakers and marketers to design awareness, pricing, and communication strategies that encourage adoption of sustainable packaging.
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