Key Factors Influencing Consumer Buying Intention Toward Sustainable Packaging in Bangladesh

Md Zahid Hasan, Dil Afrin Mim, Sanuar Hossain, Ilahi Rahman, Dristy Islam and Shuvo Kumar
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Md Zahid Hasan: Department of Business Administration, Bangladesh Army University of Engineering & Technology (BAUET), Natore-6431, Bangladesh.
Dil Afrin Mim: Department of Business Administration, Bangladesh Army University of Engineering & Technology (BAUET), Natore-6431, Bangladesh.
Sanuar Hossain: Department of Business Administration, Bangladesh Army University of Engineering & Technology (BAUET), Natore-6431, Bangladesh.
Ilahi Rahman: Aftab Uddin School & College, Bajitpur, Kishoreganj, Bangladesh.
Dristy Islam: Independent Researcher, Department of Business Administration, Bangladesh Army University of Engineering & Technology (BAUET), Natore-6431, Bangladesh.
Shuvo Kumar: Independent Researcher, Department of Marketing, Islamic University, Kushtia, Bangladesh.

International Journal of Science and Business, 2026, vol. 49, issue 1, 73-95

Abstract: Sustainability is crucial for the existence of our planet. Growing environmental concerns have increased consumer interest in sustainable packaging options. Understanding consumers’ intentions, preferences and attitudes toward sustainable packaging is therefore essential. This study aims to identify the key factors that influence consumers’ purchasing intentions regarding sustainable packaging. Based on previous research and field insights, five attributes were selected for examination. Data were gathered from 200 users of sustainable packaging through a self-designed questionnaire administered using a convenience sampling method. Reliability, validity, correlation and regression analyses were performed using SPSS (Version 21) to evaluate the measurement and structural relationships. The findings of this study explore that environmental awareness, eco-label credibility, social influence and brand image have positive influences on enhancing consumer buying intention during purchase. On the other hand, price perception has no significant impact on enhancing consumer buying intention toward sustainable packaging. The findings of the investigation are expected to assist marketers better understand their consumers’ buying intention properly and develop effective marketing strategies to maintain a strong position in a competitive market.

Keywords: Sustainable packaging; Eco-label; Environmental consciousness; Eco-friendly products; Consumer Behavior (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:aif:journl:v:49:y:2026:i:1:p:73-95

DOI: 10.58970/IJSB.2635

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