Measuring the impact of green packaging on consumer purchase intention: A study on selected convenience goods in Bangladesh

The fundamental accomplishment of moving towards the green concept is the use of green packaging in a product. With the growing worldwide environmental concerns, green practices like green packaging have become more important for businesses and consumers worldwide. This study was intended to identify the key factors that actually help enhance the buying intention of consumers towards green packaged convenience goods in terms of mini-pack shampoo, chips, and wallet tissue in Bangladesh. Based on previous research and fieldwork, a total of five (5) attributes have been chosen for the study. The survey was conducted using a self-structured questionnaire, with data collected from 150 respondents among the users of green packaging via the convenience sample approach. This study’s reliability, validity, regression, and correlation have been tested with the help of SPSS (version 21). The findings of this study examined that the variables named environment concern, environmental knowledge of green packaging, green trust, and availability have positive impact on consumers’ purchase intention towards green packaged convenience items in terms of mini-pack shampoo, chips and wallet tissue. On the other hand, the variable named price has a negative impact on consumers’ purchase intention towards green packaged convenience goods in the prospects of mini-pack shampoo, chips, and wallet tissue. The results presented have significance for national policymakers, product and package designers in Bangladesh, and marketers therein for creating compelling and successful marketing strategies for eco-friendly packaging that appeals to consumers' subconscious needs.