Green Packaging Material Preferences among Young Chinese Consumers: A Comparative Study of Recycled versus Virgin Papers and Bio-based versus Synthetic Materials

Abstract Increasing the use of recycled paper instead of virgin wood pulp paper and plastic in green packaging has the potential to alleviate the current pressure on wood supplies, reduce the carbon footprint of consumer goods, and improve the sustainable development of the forest industry. Exploring how consumers’ environmental, carbon, and health concerns influence their preferences for different layers of green paper products can provide theoretical guidance for enhancing resource utilization and promoting sustainable development of the forest products market. This study aimed to identify consumer perceptions of green attributes, assess the impact of environmental and carbon concerns on green product preferences, and examine the significance of paper materials in various packaging layers. Utilizing conjoint, factor, and regression analyses, we investigated young Chinese consumers’ green packaging preferences, focusing on their prioritization of packaging types and the choice between recycled and regular paper over fossil-based materials. The results indicate that consumers prefer green attributes in food packaging, such as recycled paper, paper-based substitutes for plastic, and corn fiber substitutes for nylon. However, recycled paper and virgin paper have no significant difference in consumer utility. For different layers, the preference for recycled paper was slightly higher for outer packaging than for inner packaging and packaging in direct contact with food. Cognitive and affective attitudes toward recycled paper material have a positive impact on both recycled paper and paper-based plastic substitutes, while environmental concern directly influences the choice of recycled paper, and carbon concern influences consumer preferences for paper-based plastic substitutes.