The effect of personal values on purchase intention of products with environmentally friendly packaging: egoistic value and altruistic value

Abstract

This study investigates the influence of personal values factors on young consumers' intention to purchase environmentally-friendly packaged products, emphasizing egoistic values (health concern) and altruistic value (environmental concerns). The study also examines customers' attitudes towards products and their personal norms as important mediators of intention to purchase eco-friendly packaging products and to the relationship between personal values and purchase intention. In this study, a qualitative and quantitative study were conducted independently of one another to assess the applicability of our proposed structural model and measurement model, as well as to draw conclusions and provide new commentary on the research topic. A qualitative research of 11 people was conducted, with 5 in-depth interviews with 5 respondents and a group discussion with 6 participants. The survey questionnaire used to collect data for quantitative research generated 434 valid responses. The data was then processed on IBM SPSS 22 and AMOS 24 software with Cronbach's Alpha test, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and finally structural equation modeling (SEM). The results of the study indicate that environmental concern, health concern, attitude towards products and personal norms all have the positive influence on Purchase intention to buy environmentally friendly pakaging products. In which the impact of Health concern on Purchase intention is only supported in qualitative research.