Motives to Go Green: Eco-friendly Packaged Products and Consumer Innovativeness; Evidence from Y Generation of Pakistan

Abstract

Environmental pollution has increased the interests of researchers to explore certain avenues for green consumption to generate ecological stability. This ecological stability can be achieved through eco-friendly packaging. Through prior researches it is derived that young consumers are subject of study for the adoption of novel products, particularly, eco-friendly or green products. The purpose of this study is to examine the factors that influence buying behavior of eco-friendly packaged products among young consumers in Pakistan. In this study, new promising market segment of young ecoinnovative consumers is studied by integrating environmental concern and consumer innovativeness. Willingness to pay for eco-friendly packaged products is also examined. Extended theory of planned behavior (TPB) served as basis for identifying factors for the consumption of eco-friendly packaged products. Data was empirically analyzed taking cross sectional sample of 775 young consumers of Pakistan using closed ended questionnaires. University students enrolled in different disciplines (management sciences, social sciences, engineering, medical, legal studies etc.) across the country and people shopping at two most crowded shopping malls of Islamabad and Rawalpindi were requested to fill the questionnaire. The results confirmed that buying behavior of ecofriendly packaged products is positively influenced by attitude, environmental concern, consumer innovativeness and packaging attributes. Furthermore, the results also revealed that ecologically driven consumers are willingness to pay more for ecofriendly packaging. The useful insights of this study will help government, manufacturing firms and especially marketers in developing youth focused strategies to encourage the consumption of ecological products to reduce solid waste pollution caused by packaging. Keywords: sustainability, green consumption, eco-friendly packaging, environmental concern, consumer buying behavior