Determinants of Consumer Purchase Intention towards Retailers Practicing Sustainable Grocery Packaging

Abstract

This study aims to examine the influence of personal norms, consumer attitude, and willingness to pay on purchase intention towards retailers adopting sustainable grocery packaging. With the increase in environmental consciousness on the part of consumers, the current study uses quantitative methods to determine the impact of psychological and behavioral factors on sustainable consumption. Norm Activation Model (NAM) and the Value-Belief-Norm (VBN) theory; the study makes use of the theoretical tools of these three theories to generate conceptual framework that explains the psychological dimensions of sustainable purchasing decisions. The dataset was as generated from a survey carried out on 752 consumers who were acquaint with a shopping spree for groceries packaged sustainably. A standardized questionnaire comprising of closed ended questions was implemented, evaluating critical constructs on a five point likert scale. A convenience sampling (non-probability) procedure was used based on its practical use in effectively enlisting the appropriate respondent population within the short time. Data collection tool reliability confirmation prior to analysis involved the use of Cronbach’s alpha for establishing consistent internal consistency in every construct. Regression analysis was conducted using IBM SPSS Statistics Version 23.0 to evaluate the extent to which personal norms, attitude, and willingness to pay contribute to the formation of purchase intention. The findings reveal that all three predictors significantly contribute to consumer intention, highlighting the relevance of ethical orientation, positive evaluation, and economic readiness in driving sustainable purchasing choices. The study offers valuable insights for retailers and policymakers seeking to promote sustainable practices, emphasizing the need to engage consumers through value-based messaging, environmental education, and transparent pricing strategies. By establishing a clear link between psychological constructs and sustainable behavior, the research adds to the growing body of literature on environmentally responsible consumption and supports strategic decision-making in retail sustainability initiatives.