Investigation of a Consumer's Purchase Intentions and Behaviors towards Environmentally Friendly Grocery Packaging

Plastic packaging dominates the US grocery industry. This realization raises the question of whether consumers are purchasing food that is not wrapped in conventional plastic but environmentally friendly packaging. This quantitative study adapted the Theory of Planned Behavior to investigate the relationship between consumers' socio-demographics, purchase intention, and purchasing behavior regarding environmentally friendly grocery packaging. The survey was distributed through Qualtrics, and a sample of 487 eligible US grocery consumers was gathered. The study uncovers some novel findings. First, the results suggest that consumers' subjective norms substantially stimulate environmentally friendly grocery packaging purchase intentions, influencing actual purchasing behavior. Second, we discovered that purchase intention and perceived behavioral control are likely working in conjunction to help bridge the intention-behavior gap in environmentally friendly consumption. Third, this study supplied a fresh perspective on socio-demographics' role in environmentally friendly consumption, confirming that predominantly younger, unmarried consumers are more prone to purchase grocery items packaged in environmentally friendly materials. We hope that these study findings provide marketers with fresh insights into the characteristics of consumers willing to purchase grocery items packaged in environmentally friendly materials.