Pepsico’s sustainable packaging campaign and its effects on consumers' purchase intention in Ho Chi Minh city

Abstract

this study aims to examine the level of influence of pepsico’s sustainable packaging campaign on consumers' purchase intention in ho chi minh city. the research used a self-administrated questionnaire with 251 respondents that were found and usable for the study. data was analyzed using spss 20.0 through reliability analysis steps, cronbach’s alpha analysis, efa analysis, correlation analysis and linear regression model. the result of structural equation modeling indicated that seven independent variables namely price, taste perception, brand trust, personal need, distribution, advertising and sustainable packaging have a positive impact on purchase intention of customers when they buy pepsico beverages.