Assessing Sustainable Consumption in Packaged Food in Indonesia: Corporate Communication Drives Consumer Perception and Behavior

Ming-Lang Tseng, Chun-Wei Remen Lin, Raditia Yudistira Sujanto, Ming K. Lim and Tat-Dat Bui
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Ming-Lang Tseng: Institute of Innovation and Circular Economy, Asia University, Taichung 413, Taiwan
Chun-Wei Remen Lin: Institute of Innovation and Circular Economy, Asia University, Taichung 413, Taiwan
Raditia Yudistira Sujanto: Department of Business Administration, Asia University, Taichung 413, Taiwan
Ming K. Lim: College of Mechanical Engineering, Chongqing University, Chongqing 400044, China
Tat-Dat Bui: Institute of Innovation and Circular Economy, Asia University, Taichung 413, Taiwan

Sustainability, 2021, vol. 13, issue 14, 1-20

Abstract: Sustainable consumption has been addressed in the literature in recent years, especially in relation to changing from a traditional consumption to sustainable consumption. Reducing environmental impacts from waste generation has been the focal point of sustainable consumption. However, a large number of attributes has caused a complexity in understanding which attributes effectively enhance the consumption. In particular, sustainable consumption has been facing a negative trend due to low levels of knowledge about packaging’s environmental impact, failed communication which leads to misperception and irresponsible behavior. This study contributes to proposing a set of attributes for enhancing sustainable consumption in the Indonesian food industry, to fulfill the lack of understanding of the attribute interrelationships using qualitative information. This study proposes a set of attributes to enhance sustainable consumption with qualitative information by assessing the interrelationships among the attributes employing the Delphi method and fuzzy decision-making trial and evaluation laboratory method to provide causal and effect relationships. As a result, corporate communication, consumer perception, consumer behavior, and product packaging are major aspects for sustainable consumption enhancement. Corporate communication becomes a major driver to affect perception and behavior. This study proposes a managerial insight for the packaged food industry on improving several criteria including green marketing, green consumerism, verbal features, and importance of information.

Keywords: sustainable consumption; corporate communication; consumer perception; consumer behavior; product packaging; Delphi method; fuzzy DEMATEL (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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