Factors associated with Finnish, German and UK consumers' intentions to test, buy and recommend reusable fast-moving consumer goods packaging

This study investigates factors connected with consumers' intentions to test, buy and recommend reusable packaging for Fast-Moving Consumer Goods (FMCGs) by extending the Theory of Planned Behavior model with positive and negative emotions as facilitators of intentions and all behavioral determinants (i.e. attitude, subjective norm, perceived behavioral control). In addition, the connection of five perceived value dimensions (functional, emotional, social, price, environmental sustainability) and attitudes is explored. A conceptual model and relevant hypotheses were tested with consumers from Finland, Germany, and the UK (total N = 2400) through Partial Least Squares - Structural Equation Modeling (PLS-SEM). Main results show that positive emotions have a key role in consumers' assessment of reusable FMCG packaging: They have a direct and strong influence on intentions and also influence perceived behavioral control and subjective norms. Additionally, none of the examined perceived values had a significant connection with consumers' attitudes. Consumers' adoption of reusable FMCG packaging solutions can be encouraged through positive emotional experiences related to packaging reuse. Behavioral change and marketing strategies can support consumers' experiences by considering affect (e.g., positive emotions), cognition (e.g., perceived behavioral control), and social expectations (e.g., subjective norms) as influential factors.