How packaging systems influence consumers´ purchase intention : the mediation role of perceived usefulness

• Autor(a) principal: Reis, Mafalda Braz
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/41530
• topic: Reusable packaging; Reusable refill systems; Refill on-the-go; Perceived usefulness; Brand loyalty; Consumer purchase intention; Recyclable packaging; Embalagem reutilizável; Sistema de recarga reutilizável; Utilidade percecionada; Lealdade à marca; Intenção de compra do consumidor; Embalagem reciclável; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Demand for single-use plastics is rapidly growing due to the increasing pace in consumers’ lives contributing to a surge in plastic production. The underlying disposable packaging waste generated is therefore contributing to plastic pollution. Climate change pressing action is leading companies to opt for green choices and reduce their environmental footprint. Making reusable packaging systems available in the market is part of the solution to reduce plastic waste. This study aims to assess how packaging systems influence consumers’ purchase intentions considering perceived usefulness as a mediator and brand loyalty a moderator of the relationship. Insights were collected through semi-structured interviews and an online survey to test the seven formed hypotheses. Findings suggested that there is not a significant difference in actions between stimulus perhaps the reason why this study cannot conclude perceived usefulness to be a mediator and brand loyalty a moderator of the relationship. Perceived usefulness seems to be the only relevant effect on purchase intention. Nonetheless consumers with a higher level of education aged 45 to 54 years old are more likely to use a reusable packaging system. Hence, it is recommended that managers explore the reusable packaging option near consumers with these characteristics.