Consumer Buying Behaviour towards Sustainable Packaging in FMCG Market: A Study among High Income Earners in Colombo

A. S. P. Ilangasekara and M. L. D. A. Siriwardana
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A. S. P. Ilangasekara: Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
M. L. D. A. Siriwardana: Exports Department, Maliban Biscuit Manufactories (Pvt) Ltd, Sri Lanka

International Journal of Research and Innovation in Social Science, 2022, vol. 6, issue 12, 835-840

Abstract: This study seeks to understand the relationship between consumer buying behaviour and sustainable packaging among high income earning residents in Colombo areas in Sri Lanka. Fast-Moving Consumer Goods (FMCG) market was chosen as the level of consumption as the frequency of purchasing them are very high. The two specific objectives were to identify the association of each dimension of sustainable packaging towards consumer buying behaviour and to identify the most significant dimension that affects the consumer buying behaviour. Consumer inspection on secondary packaging (Consumer Inspection), consumer awareness on sustainable packaging (Consumer Awareness) and willingness to pay for sustainable packaging (Consumer Willingness) were identified as the dimensions through previous studies. The sample complied of 200 respondents selected under the multi-stage cluster sampling method according to the income level and age between 18 to 60 years. Pearson correlation analysis was conducted to achieve the first specific objective and a multiple regression was carried out to achieve the second specific objective. The researchers discovered a strong positive correlation in each dimension towards consumer buying behaviour. Among these, consumer willingness recorded the highest strong positive correlation, followed by consumer awareness and consumer inspection. Consumer awareness was recognized as the most significant dimension that affects the consumer buying behaviour. The implications of this study formed awareness into buying behaviour towards sustainable packaging which can be used by FMCG businesses in Sri Lanka when designing and marketing product packages.

Date: 2022
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