ANALYSING THE PURCHASE INTENTION AND BEHAVIOUR TOWARDS GREEN FOOD PACKAGING FOR ACHIEVING ENVIRONMENTAL GOALS IN MALAYSIA

Chinnasamy Malarvizhi (), Sreenivasan Jayashree () and Shamima Raihan Manzoor ()
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Chinnasamy Malarvizhi: Faculty of Management, Multimedia University Malaysia
Sreenivasan Jayashree: Faculty of Management, Multimedia University Malaysia
Shamima Raihan Manzoor: Faculty of Management, Multimedia University Malaysia

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2019

Abstract: Background/Objective: The study aims to analyse the green purchase intention and green buying behaviour towards the green food packaging in Malaysia based on the Theory of Planned Behaviour (TPB). With an increasing environmental concern, the food/drink companies are trying to contend people as they are becoming more aware. 3.5 billion people in the world’s urban areas buy their food products which usually come packaged. Most of it comprises disposable plastic containers and plastic bags. The current research endeavour is to analyse the purchase intention and buying behaviour in Malaysia to promote green food packaging practices. A structured questionnaire is developed and convenient sampling followed to record the responses in the 5†point Likert scale. Mean values of various categories (e.g. race and gender) achieved through the use of SPSS and ‘One†Way ANOVA’ are counted. Indian population in Malaysia dominates equally by showing higher purchase intention and green buying behaviour towards green food packaging compared to others. No such significant difference is found in green buying behaviour across genders. The findings are expected to provide fruitful insights about the working and student population in Malaysia in terms of their existing behaviour pattern towards eco†friendly food packaging. Implications: The implications of this study on the green buying behaviour of the male and female consumers across different races not only serve as a benchmark for the food manufacturers and food marketers but also guide them to comply with 3R’s (reduce, reuse, recycle) policies to achieve smart environmental goals in Malaysia.

Keywords: green food packaging; environmental goals; Malaysia; buying behaviour (search for similar items in EconPapers)
JEL-codes: L1 M3 (search for similar items in EconPapers)
Date: 2018
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