Customers' Attitude Towards Green Packaging: A Case of Sapphire, Pakistan

Muhammad Kashif; Tayyaba Rani

doi:10.52633/jms.v3i1.58

Authors

Muhammad Kashif Benazir School of Business Author
Tayyaba Rani Benazir School of Business Author

DOI:

https://doi.org/10.52633/jms.v3i1.58

Keywords:

Green Packaging, Environmental Concern, Willingness to Pay More, Consumers Attitude

Abstract

Sustainable packaging has become very important nowadays. Technology has changed our life, but nature has a bad effect due to this change. Companies are now focusing on producing green/sustainable products. The motive of this research was to investigate the attitude of customers towards green packaging. This research is conducted within the clothing industry in the context of Sapphire. For this research, we selected three variables to include Environmental Concern, Green Packaging Attitude, and Willingness to Pay More which influence the customers towards purchase intention for green packaging. Questions were adapted from different articles for questionnaire development, data is collected from 167 respondents who are the buyers of the clothing industry through an online survey and in-person from the branches of Sapphire that include Dolmen Mall Tariq Road & Clifton, lucky one Mall. Data gathered from the respondents was analyzed by SPSS and PLS-SEM. The findings demonstrate that all independent variables Environmental Concern, Green Packaging Attitude, and Willingness to Pay More are in a strong relationship with the dependent variable Green Purchase Intention. This study is going to benefit business organizations for CSR activities for introducing sustainable packaging. Secondly, current research is important for Sapphire clothing especially, to know about their customers and introducing more ways to sustain the environment.

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