Impacts of overpackaging elimination on brand ecological image and consumers’ purchase intentions.

Abstract

Nowadays, we all live in an era of growing society. From the things we eat everyday, to the products we use daily, to the advanced technologies we experience,... all these things, whether more or less, directly or indirectly, have an impact on the environment. That is why the society we live in today has a growing concern for sustainability, consumers are gradually aware of the seriousness of this problem and gradually change their needs and shopping habits based on their impact on the environment. This has led to a growing number of companies looking for ways to attract more environmentally conscious potential customers. It is easy to see that businesses have been changing the types of packaging they are using, they aim to develop and launch products with sustainable packaging. Therefore, the group decided to research the topic “Impacts of overpackaging elimination on Brand Ecological Image and consumers’ Purchase Intentions”. This research aims to understand the impact that overpackaging’s elimination has on consumers’ Purchase Intention in the Food and Beverage (F&B) category, as well as the Brand Ecological Image. This study used specific research methods, including online survey and data processing (descriptive statistics, Cronbach's Alpha coefficient, Average Variance Extracted (AVE) to assess the scale reliability, and testing of hypotheses and models), based on theoretical research and findings from previous studies. The results of the study show that consumer purchase intent is actually influenced by the extent of overpackaging. In addition, the Brand's Ecological Image in the eyes of consumers is also affected by overpackaging