Investigating the Factors Influencing Customer's Attitude to Green Packaging and their Purchasing Intention

Hasangholipoor Yasvari, Tahmoures; Mosayebi, Alireza; Najafi Siahroudi, Mahdi; Alavi, Sayyed Moslem

doi:10.22051/bmr.2014.1214

Investigating the Factors Influencing Customer's Attitude to Green Packaging and their Purchasing Intention

Authors

¹ Associate Professor, Faculty of Management, University of Tehran, Tehran University

² Master of Business Administration, Faculty of Management and Economics, Tarbiat Modarres University.

³ Master of Business Administration, lecturer at Northfinancial nonprofit university.

⁴ Master of Business Administration, lecturer at Payame Noor University

10.22051/bmr.2014.1214

Abstract

Manufacturing Green products and especially green packaging in addition to providing a good context for fulfilling social responsibility of Iranian companies would be a good way to decrease the environmental damages through out of the country. Regarding to the importance of this topic and the necessity of the investigation of the factors influencing customer attitude and purchasing intention, current study applying survey method is conducted. More than 1350 questionnaires among five metropolitan cities are distributed. To test the validity and reliability of questionnaires, face validity and two approaches including alpha cronbakh and split half approach are applied respectively. Results show that customer environmental responsibility has the highest effect on customer attitude to green packaging. On the other hand, in addition to the effect of customer attitude on purchasing intention, good’s price has moderated the relation between attitude to green packaging and purchasing intention; a role that is not supported statistically for good’s availability.

Keywords