Examine The Effects Of Green Packaging On Consumers Green Purchase Intentions And Actual Purchase Behaviour

1.3 Purpose of the Study:

The main purpose for this study is to examine the Effects of Green Packaging on Consumers Green Purchase Intentions and Actual Purchase Behaviour in Ebonyi State” The following are the specific objectives of the study:

1.     To ascertain the influence of Green advertising on consumers purchase behaviour.

2.     To examine the influence of consumers’ understanding of green package on their buying behaviour.

3.     To find out the impact of consumers preference of the green packages and their purchase behaviour.

4.     To examine the impact of consumers’ trust on the green package and their purchase behaviour. 

1.4 Research Questions

1.     Do consumer’s perceptions of green package influence their purchase behaviour?

2.     Do consumers’ understanding of green package influence their buying behaviour?

3.     Do consumer’s preference of the green packages has impact on their purchase behaviour?

4.     Do consumers’ trust on the green package influence their purchase behaviour?

1.5 Research Hypotheses

H1: Green advertising has positive significant relationship with customers’ purchase intention.

H2: Green packaging awareness has positive significant relationship with customers’ intention to use green products.

H3: Green packaging perceived value has positive significant relationship with customers’ intention to use green products.

H4: Green packaging trust has positive significant relationship with customers’ intention to use green products.

1.6 Scope of the Study

The scope of this study although very wide if it has been carried out in the entire population of Ebonyi State. For this reason, it is necessary to have a concentrated area of study which was restricted to the evaluation of the Effects of Green Packaging on Consumers Green Purchase Intentions and Actual Purchase Behaviour” using students of Ebonyi state university living within Ishieke campus as case study.

1.7 Limitations of the Study:

Due to limited time and resources, the research is only conducted within Ishieke Campus, Ebonyi state University. It only covers the educational area of Ebonyi state University. Therefore the results of this survey may not be generalized to the whole population of Ebonyi state.

Other limitation is that, this research only undertake the younger generation for survey. People from other age groups such as middle age, senior citizens might be interested to purchase green products.

1.8 Significance of the Study

This project work will contributes to academia by providing experimental evidence to the area of green marketing. More specifically, the authors do this by transferring traditional methods used in conventional marketing, to the area of green marketing. Moreover, the authors expand the understanding of how to communicate with green marketing effectively, to influence consumer behaviour efficiently.

Further, this study contributes with a deeper understanding of what motivates consumer behaviour in terms of ecology. Finally the study contributes to Companies understanding of how to communicate ecology via green marketing, as a means to strengthen the image of their private eco-brand.

On the current stage, the amount of researches about the green consumer behaviour based on the view of enterprise is relatively small, and the number of study about the specific marketing strategy on the influence of green consumption behaviour is also small. Therefore, the innovation of this paper is from the perspective of enterprise marketing, emphatically analyzing consumers’ psychological cognitive process of the green labels, and how the green labels affect the buying behaviour of consumers on different perception stages, so as to formulate effective marketing.

By investigating people’s perceptions about the role of packaging on consumer buying behaviour this study will help marketers to realize in which way the packaging influences perceptions of consumers while buying a certain product.

1.9 Definitions of Terms

Green: The term "green", implies an underlying concern for preservation of the environment and a non-invasive lifestyle Kim and Choi, (2005:592).

Packaging: Packaging includes design and production of container or wrapper for a product. Packaging is the container for a product Hueber, (2000:6)

Green Packaging: Green marketing of products is offering a competitive advantage in the form of giving an alternative of products that can be less harmful to the environment. Kohl, (1991).

Green Purchase: Green purchase as a specific kind of eco-friendly behaviour that consumers perform to express their concern to environment, (Reitman’s, 1992:18)

Consumer Behaviour: The process by which individuals search for, s elect, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. (Chase and Smith, 1992:2).

1.10 References

Chase, D. and Smith, T.K., (1992). Consumers keen on green but marketers don’t deliver. Advertising Age, 63(29), pp. 2-4.

Calver, G. (2007). What is Packaging Design? (1st Ed.). (L. Taylor, Ed.) Switzerland: RotoVision.

Hannele Kauppinen-Raisanen, H. T. (2010). Exploring consumers' product-specific colour meanings. Qualitative Market Research: An International Journal, 13 (3), 287-308.

Hueber, G., (2000). Americans report high levels of environmental concern. Gallup Poll Monthly, 307, pp. 6-12.

Keller, K. L. (2009). Choosing Brand Elements to build Brand Equity. In Strategic Brand Management (3rd ed., pp. 187-196). Delhi: Dorling Kindersley.

Kohl, M. F., (1991). Good earth art. Bellingham: Bright Ring Publishing.

Kim, Y. and Choi, S.R., (2005). Antecedents of green purchase behaviour: An examination of collectivism, environmental concern and PCE. Advances in Consumer Research, 32(1), pp. 592-599Kohl, M. F., (1991). Good earth art. Bellingham: Bright Ring Publishing.

Philip Kotler, K. L. (2008). Marketing Management (13th ed.). New Jersey: Prentice Hall.

Reitman, V., (1992). Green products sales seem to be wilting. The Wall Street Journal, 220, May 10, p. BI 18.

Rundh, B. (2013). Linking Packaging to Marketing: how packaging is influencing the marketing strategy. British Food Journal , 115 (11), 1547-1563.

Robert L. Underwood, J. L. (2008). Is your packaging an effective communicator? A normative framework for increasing the communicative competence of packaging. Journal of Marketing Communications , 207-220.

Rundh, B. (2005). The multi-faceted dimension of packaging marketing logistic or marketing tool? British Food Journal, 107 (9), 670-684.

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