Purchasing Intention of Products with Sustainable Packaging

Abstract

This study investigates Brazilian consumers’ purchase intentions for sustainably packaged products, applying the theory of planned behavior enhanced with environmental concern, knowledge, willingness to pay more, and trust. Data were collected from 509 participants via an online questionnaire, using convenience sampling. The questionnaire, based on previously validated scales, examined attitudes toward purchasing, subjective norms, perceived behavioral control, environmental variables, and purchase intentions. Descriptive analysis pointed out the prominence of environmental concern, positive purchasing attitudes, and purchase intentions. Principal component analysis reorganized variables into seven components, while cluster analysis identified three distinct consumer profiles: those prioritizing cost and information, environmentally conscious young consumers, and individuals influenced by social factors, with a strong sense of consumption control. The study reveals a widespread concern for the environment among respondents, highlighting the need for societal and political advancements in support of sustainable consumption practices.