The research aims to identify the determinants of purchase intention and willingness to pay towards products with 100% recyclable packaging. An online survey with a sample of 173 Italian consumers was conducted. Using an extension of Schwartz’s Norm Activation Model referring to pro-environmental behaviors, a structural model was developed and tested. Results support the NAM’s basic assumption. Moreover, intention to buy is influenced by anticipated pride towards the purchase of products with 100% sustainable packaging. Finally, environmental concern strengthens anticipated pride, while environmental knowledge positively impacts on awareness of consequences and ascription of responsibility. The study offers both theoretical and managerial implications on the importance of personal norms and of the sentiment of pride following a behavior in the purchasing decision-making process. Contextually, knowledge and concern about the environmental problems act as starting points in a causal sequence of relationships that influence purchase intention and willingness to pay.
The role of pride, awareness of consequences and sense of responsibility in sustainable packaging choice / Vergura, D. T.; Luceri, B.; Zerbini, C.. - (2023). (Intervento presentato al convegno 22nd International Marketing Trends Conference tenutosi a Parigi nel 19-20 gennaio 2023).
The role of pride, awareness of consequences and sense of responsibility in sustainable packaging choice
Vergura D. T.;Luceri B.;Zerbini C.
2023-01-01
Abstract
The research aims to identify the determinants of purchase intention and willingness to pay towards products with 100% recyclable packaging. An online survey with a sample of 173 Italian consumers was conducted. Using an extension of Schwartz’s Norm Activation Model referring to pro-environmental behaviors, a structural model was developed and tested. Results support the NAM’s basic assumption. Moreover, intention to buy is influenced by anticipated pride towards the purchase of products with 100% sustainable packaging. Finally, environmental concern strengthens anticipated pride, while environmental knowledge positively impacts on awareness of consequences and ascription of responsibility. The study offers both theoretical and managerial implications on the importance of personal norms and of the sentiment of pride following a behavior in the purchasing decision-making process. Contextually, knowledge and concern about the environmental problems act as starting points in a causal sequence of relationships that influence purchase intention and willingness to pay.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
