Impact Of Recyclable Packaging on Consumer Buying Decisions for Ready-To-Cook Products

Abstract: With increasing awareness of environmental issues that include stringent waste packaging regulations, recyclable packaging has become an increasingly salient signal during the process of purchasing food, but it remains a poorly explored issue in academic literature, particularly concerning the rapidly expanding category of ready-to-cook (RTC) products. In this study, the effect of the attributes of recyclable packaging such as labelling, recycled content, biodegradable nature, and low plastic usage on consumer food RTC purchasing decisions is studied. The methodology of the study included the application of quantitative cross-sectional survey research design, whereby primary data were collected among 145 urban consumers using a structured questionnaire through convenience and snowball sampling. The data collected were analysed using descriptive statistics, Pearson correlation analysis, multiple linear regression and independent samples t-test in SPSS version 28. The results indicated that environmental concern, quality perception and the willingness to pay a premium for environmentally friendly packaging were significant positive determinants of purchase intention, with environmental concern being the strongest determinant (β = 0.41, p < .001). The regression model explained roughly 38% of the variation in purchase intention (R² = .383, F(3, 141) = 29.18, p < .001). Age group analysis revealed that young consumers (18 to 34 years old) and females were more sensitive towards recyclable packaging compared to their older and male counterparts. This study contributes to the theory of planned behaviour, which is supported by the empirical findings of the research concerning environmental concern and quality perception being precursors to green purchase intention among the RTC consumers.

Keywords: recyclable packaging, sustainable packaging, consumer buying behaviour, ready-to-cook food products, purchase intention, green consumerism, environmental concern.