EXAMINE THE EFFECTS OF GREEN PACKAGING ON CONSUMERS GREEN PURCHASE INTENTIONS AND ACTUAL PURCHASE BEHAVIOUR
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EXAMINE THE EFFECTS OF GREEN PACKAGING ON CONSUMERS GREEN PURCHASE INTENTIONS AND ACTUAL PURCHASE BEHAVIOUR
Chapter one
INTRODUCTION
1.1 Background of the Study
As the international economy grows rapidly, the worldwide ecology deteriorates. Consumers are more concerned with protecting the environment and establishing a harmonious living environment.
People in Nigeria have clearly improved their ecological and environmental preservation consciousness. People are increasingly choosing to consume environmentally friendly products.
Driven by green consumption, businesses tend to consider the customer as the primary guide for their green marketing approach. They focus on the balance and coordination between the firm and the consumer, the social and environmental aspects, and the enterprises’ long-term development during the marketing process.
Obtaining the necessary green certification, as well as displaying the green label on the products and packaging, is a crucial clue for consumers to recognise green product qualities. It has become a basic emblem for distinguishing green products from non-green products, which is an extremely efficient green marketing technique.
According to Kim and Choi (2005:592), using an environmental protection label can assist enterprise products differentiate themselves and get a competitive edge in the market. At the same time, it assists enterprises in improving their corporate and product images in order to gain customer trust and favour.
From the consumer’s perspective, the green label serves as a strong signal, conveying to consumers some invisible aspects of the products, such as product quality and intrinsic value. Furthermore, it makes it easier for consumers to buy green products by eliminating unneeded hassle.
Modern packaging is defined as the design and manufacture of product containers and wrappers (Keller, 2009:187). Packaging is so significant that most marketers consider it the fifth P of the marketing mix, alongside the other four Ps of product, price, promotion, and place, and it is seen as an important component of product strategy (Philip Kotler, 2008:13).
In today’s market, it consists of three functions: logistics, commercial, and environmental (Rundh, 2013:1547). Linking Packaging and Marketing: How packaging influences marketing strategy. Packaging plays an essential role in both brand recognition and the formation of good brand connotations.
In a competitive market, packaging as a marketing tool can be an effective way to achieve marketing objectives while also satisfying consumer desires through aesthetic elements such as package size, shape, text, colour, material, and graphics, as well as functional elements (Rundh, 2013:1547).
Packaging has become such an important part of product strategy that even when there appears to be a minor difference between companies, innovative packaging can provide a competitive advantage (Keller, 2009:187).
Packaging has evolved over time, with factors such as shifting needs and demography, altering storage and transportation requirements, and technological innovation all having an impact (Calver, 2007:32).
Because of today’s congested marketplace, packaging has evolved as an affective communicator to capture consumers’ attention and persuade them at the point of purchase as compared to other traditional marketing channels such as mass media advertising.
Packaging conveys a brand’s meaning in non-durables and creates a point of difference when other items in the same category only depict functional benefits, finally forming a bond between a consumer and a brand (Robert L. Underwood, 2008:207).
Packaging plays an essential role in brand awareness and developing favourable brand connections (Keller, 2009:187). Packaging now serves many functions, including protecting the product, safely transporting the product to the end consumer while preserving quality, and persuading the consumer to buy the product by capturing consumer attention while also creating a positive impact in retail stores in a highly competitive environment.
The multifaceted nature of package marketing: logistic or marketing tool? (Rundh, 2005: 670). According to research, people positively perceive product packaging when it consistently and logically transmits the message of the product through its package features (Hannele Kauppinen-Raisanen, 2010:287).
As a result, the innovation of this paper comes from the perspective of enterprise marketing, emphatically analysing consumers’ psychological cognitive process of green packaging, as well as how green packaging affects consumer buying behaviour at various perception stages, in order to formulate effective marketing.
1.2 Statement of the Problem
Nigeria as a nation faces the following challenges, which have been addressed as research problems in this paper. They are insufficient green knowledge, a lack of environmental consciousness, a lack of government supervision, a high price for green, and a distrust of green products.
As a result of globalisation, every day, a large number of consumers stand in front of well-stocked supermarket shelves and are exposed to hundreds of different products of various brands and labels from many countries and regions, each with its own packaging (glass bottles, PET bottles, Tetra packs, bag-in-box, etc.), volume, and price.
One can believe that the concentration of identical products at the same point of sale is attributable to the circumstances created by the state monopoly on beverages.
According to recent research, there were approximately 10,000 different brands in the Nigerian market, with 3,000 of them competing on supermarket shelves (Sherman & Tuten 2011:21).
Unless the consumer has already decided what to buy, they will go through a selection process. Based on these premises, the researcher intends to investigate the effects of green packaging on consumers’ green purchase intentions and actual purchase behaviour in Ebonyi State.
1.3 Goal of the Study:
The primary goal of this study is to investigate the effects of green packaging on consumers’ green purchase intentions and actual purchase behaviour in Ebonyi State.” The following are the study’s particular objectives:
1. To determine the impact of green advertising on consumer purchasing behaviour.
2. To investigate the impact of customers’ understanding of the green package on their purchasing habits.
3. Determine the influence of consumers’ preference for green packages on their purchasing behaviour.
4. To investigate the relationship between consumers’ trust in the green package and their purchasing habits.
1.4 Research Questions.
1. Do consumer perceptions of green packaging influence their purchasing decisions?
2. Does consumers’ comprehension of green packaging influence their purchasing decisions?
3. Does the preference of consumers for green packages influence their purchasing behaviour?
4. Does consumers’ trust in the green package influence their purchasing decisions?
1.5 Research Hypotheses.
H1: Green advertising has a favourable and significant association with client purchase intentions.
H2: Green packaging awareness has a favourable and significant association with customers’ inclination to use green products.
H3: The perceived value of green packaging is positively related to buyers’ intentions to utilise green items.
H4: Green packaging trust has a favourable and significant association with customers’ inclination to use green products.
1.6 Scope of the Study
The scope of this study is incredibly broad if it was conducted on the entire population of Ebonyi State. As a result, it is important to conduct a focused study on the “Effects of Green Packaging on Consumers’ Green Purchase Intentions and Actual Purchase Behaviour” utilising Ebonyi State University students residing on the Ishieke campus as a case study.
1.7 Limitations of the Study:
Due to time and resource constraints, the research will only be undertaken at Ebonyi State University’s Ishieke Campus. It only addresses the educational aspects of Ebonyi State University. As a result, the survey’s findings may not be applicable to the entire Ebonyi state population.
Another disadvantage is that this study exclusively conducts surveys among the younger generation. People of different ages, such as middle-aged and older adults, may be interested in purchasing green products.
1.8 Significance of the Study
This initiative will contribute to academic research by giving experimental data in the field of green marketing. More specifically, the authors accomplish this by adapting traditional marketing approaches for green marketing.
Furthermore, the writers contribute to a better knowledge of how to communicate with green marketing in order to effectively affect customer behaviour.
Furthermore, this study helps to a better understanding of what drives consumer behaviour in terms of ecology. Finally, the study improves companies’ grasp of how to convey ecology through green marketing in order to build the image of their private eco-brand.
At the moment, there is a scarcity of research on green consumer behaviour from an enterprise perspective, as well as a scarcity of studies on the impact of certain marketing strategies on green purchasing behaviour.
As a result, the innovation of this paper comes from the perspective of enterprise marketing, emphatically analysing consumers’ psychological cognitive process of green labels, as well as how green labels affect consumers’ buying behaviour at different perception stages, in order to develop effective marketing.
By researching people’s perceptions of the importance of packaging on consumer purchasing behaviour, this study will assist marketers in understanding how packaging influences consumer perceptions when purchasing a certain product.
1.9 Definitions for Terms
Kim & Choi (2005:592) define “green” as an underlying concern for environmental preservation and a non-invasive lifestyle.
Packaging refers to the design and production of a product’s container or wrapper. Packaging refers to the container for a product. Hueber, (2000): 6.
Green Packaging: Green marketing of products provides a competitive advantage by presenting an alternative product that is less destructive to the environment. Kohl, (1991).
Green purchasing: Green purchasing is a specific type of eco-friendly action that customers conduct to indicate their care for the environment (Reitman, 1992:18).
Consumer Behaviour: The process by which people seek out, choose, buy, utilise, and dispose of goods and services to meet their needs and desires. (Chase and Smith 1992:2).
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