Sustainable Consumption: Unveiling Determinants with a Focus on Packaging and Literacy

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IJEP 44(15): 1327-1334 : Vol. 44 Issue. 15 (Conference 2024)

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S.M. Riha Parvin1, Niyaz Panakaje1*, Shakira Irfana1, Prashanth1 and Mahammad Thauseef Pandavarakallu2

1. Yenepoya University (Deemed to be University), Yenepoya Research Centre for Finance and Entrepreneurship Development (YEN-REFINED), Department of Management (YIASCM), Mangaluru – 575 018, Karnataka, India
2. St Aloysius University (Deemed to be University), Department of Commerce, Mangaluru – 575 003, Karnataka, India

Abstract

This research aimed to assess the effect of numerous factors concerning sustainable packaging on consumer sustainable consumption by giving due importance to sustainable literacy. Further this study attempted to examine  consumer re-purchase intention of sustainably packaged products by giving due importance to their satisfaction. In order to implement the study, data was collected using snowball sampling method from north, south, east and west region of Karnataka. Overall, study collected 360 responses through structured questionnaire with adequate reliability and validation procedure. The results proved that consumers attitude, social norms and perception (social, economic and environmental impact) significantly contributes to their sustainable consumption when they have strong sustainability literacy. Moreover, it was also evidenced that satisfaction with sustainable consumption remarkably enhances their re-purchase intention of sustainably packaged products. Further, affordability, gender, income and age also impact sustainable consumption. This result justifies the relevance of sustainable consumption and encourages aggressive campaigns in enhancing consumer view on sustainable consumption. Further study also recommends businesses to focus on affordability of the consumer with respect to purchasing sustainably packaged products.  

Keywords

Consumers attitude, Social norms, Perception, Social, Economic, Environmental impact, Sustainable consumption, Satisfaction, Re-purchase intention

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