The Impact Of Sustainable Packaging Of Bottled Water On Customers’ Purchase Intention In Vietnam

Abstract

The study examined the factors that impact consumers' intention to buy environmentally sustainable packaging for bottled water in Vietnam. The findings of this study enhance our understanding of the purchasing behavior of Vietnamese consumers about environmentally friendly products. The Theory of Planned Behaviour is utilized to examine multiple factors in the Vietnamese context, including environmental concern, environmental knowledge, attitudes toward purchasing eco friendly packaging, subjective norms, perceived behavioral control, and willingness to pay. The study employs the partial least squares (PLS) model to examine the data gathered from 327 participants in Vietnam. The results suggest that the bottled water industry in Vietnam and market leaders should prioritize sustainable packaging. This will require a thorough understanding of consumer preferences and prompt action to align with the growing demand for environmentally friendly products. This study's findings suggest a correlation between environmental knowledge, attitudes, subjective norms, and perceived behavioral control with purchase intention. Environmental knowledge directly impacts four factors: attitudes, subjective norms, perceived behavioral control, and purchase intention. In summary, this study suggests that using environmentally friendly packaging materials for bottled water can be a viable option to enhance the environment and promote the use of sustainable products among the Vietnamese population.