The intention to use reusable packaging : investigating the effect of the consumer´s perceived ease of use, perceived usefulness and pro-environmental attitude

• Autor(a) principal: Dias, Joana Sofia de Oliveira Ferreira Pedro
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29807
• topic: Reusable; Packaging; Intention to use; Refills; Technology acceptance model; Reutilizável; Embalagem; Intenção de uso; Recargas; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

With consumers becoming more concerned with the environment and increasing the demand for sustainable products, companies have been adapting their products to match consumers’ expectations. One of the most efficient ways of increasing a product’s sustainability is through sustainable packaging. This study focuses on reusable packaging with concentrated refills. This research aims at identifying what determines the intention to use a reusable packaging and how the consumers’ environmental attitude will impact this relationship. More precisely, this study will consider the Technology Acceptance Model as the starting point and analyze how perceived ease of use and perceived usefulness will predict the intention to use when moderated by the consumer’s environmental attitude. An online questionnaire was conducted where respondents were exposed to a product picture of a spray surface cleaner either in a single-use or reusable packaging. The results obtained indicate that the consumers’ intention to use a reusable packaging is significantly lower than the single-use packaging mostly due to the its perceived inconvenience and difficulty to use. Additionally, a consumer with a high environmental attitude is more willing to use a reusable packaging and finds it easier to use. Findings also show that the brand effect is diminished in a reusable packaging when consumers have higher levels of environmental attitude when compared to a single-use packaging.