The determinants of green packaging that influence buyers’ willingness to pay a price premium

Gaganpreet Singh and Neeraj Pandey

Australasian marketing journal, 2018, vol. 26, issue 3, 221-230

Abstract: The study examined the impact of green packaging on consumer behaviour. It was measured through willingness to pay since it acts as a proxy for actual behaviour. Using a sample of 343 respondents, the study empirically confirmed the effect of six factors grounded from “theory of consumption values” and “customer value creation framework” that offered uniqueness to green packaging and influenced buyers’ willingness to pay a price premium.

Keywords: Green Packaging; Price Premium; Willingness to Pay (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:26:y:2018:i:3:p:221-230

DOI: 10.1016/j.ausmj.2018.06.001

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