Analyzing Consumer Purchase Intention on Products with Green Packaging among the Gen Z in Iligan City, Philippines

Due to high consumption, packaging becomes a significant contributing factor to waste pollution. Green packaging is one of the innovative ideas to lessen the negative impact of packaging on the environment. This paper analyzes the influence of attitude, environmental concern, personal norms, and willingness to pay on Gen Z’s purchase intention of products with green packaging. A quantitative research methodology involving 200 respondents was utilized, with data collected through a 4-point Likert scale survey. Statistical analysis revealed that all behavior factors significantly and positively influence purchase intention. Among these factors, personal norms showed the strongest correlation, emphasizing the choice of moral responsibility. The findings emphasize Gen Z’s increasing environmental consciousness, which presents opportunities for businesses to align their strategies with sustainability goals by adopting green packaging. This research contributes valuable insights for stakeholders aiming to enhance sustainable practices and consumer engagement.