The Effect of Eco-Friendly Packaging on Purchase Intention with Consumer Perception as an Intervening Variable

Authors

  • Megia Esvandiari Universitas Islam Bandung, Indonesia
  • Marcellia Susan Universitas Islam Bandung, Indonesia
  • Hendrati Dwi Mulyaningsih Universitas Islam Bandung, Indonesia
  • Muhardi Universitas Islam Bandung, Indonesia
  • Dede R Oktini Universitas Islam Bandung, Indonesia
  • Nunung Nurhayati Universitas Islam Bandung, Indonesia

DOI:

https://doi.org/10.31098/ijeass.v3i2.1818

Keywords:

Eco-Friendly Packaging, Consumer Perception, Purchase Intention, Path Analysis

Abstract

The increasing use of plastic water bottles has exacerbated the global plastic waste crisis. Eco-friendly packaging is the concept of reducing and recycling plastic packaging waste. AQUA carried out this concept with Danone, who launched the AQUA Life product. This study aimed to determine the direct and indirect effects of eco-friendly packaging on the purchase intention of AQUA Life products through consumer perception and to analyze descriptively how eco-friendly packaging, consumer perception, and purchase intention of AQUA Life products. The analysis technique in this study uses Path Analysis to determine the role of consumer perception in mediating eco-friendly packaging on the purchase intention of AQUA Life products. The results showed that descriptive analysis for eco-friendly packaging, consumer perception, and purchase intention for AQUA Life products received good responses. \]And it was found that the magnitude of the indirect effect of eco-friendly packaging on purchase intention was more significant than the direct effect. This means that consumer perception as an intervening variable significantly influences eco-friendly packaging on purchase intention. The research results are expected to help the company add other features, such as the reuse idea for consumers, and reconsider product selling prices. To directly increase purchase intention, the company should pay attention to factors that influence consumer purchasing intentions, such as increasing the popularity of products.

References

Akdon, R. (2010). Rumus dan Data Dalam Analisis Statistika, Cetakan Kedua. Alfabeta. Bandung.

Arianto, T. R. P. B. (2020). Analisis Faktor-faktor yang Mempengaruhi Persepsi Konsumen Terhadap Mobil Merk Toyota (Studi pada Mahasiswa STIE Malangkucecwara) (Doctoral dissertation, STIE Malangkucecwara). http://repository.stie-mce.ac.id/id/eprint/1009

AQUA Life. Inovasi Botol Pertama di Indonesia. available at https://aqua.co.id/brand/aqua-100-recycled

AQUA Grup. AQUA Grup Menerapkan Nilai-Nilai Danone yang Menggambarkan Visi dan Etika Bisnis yang Unik. available at https://aqua.co.id/aqua-group

Aqua, (10 Juni 2020), Danone-Aqua Kembali Raih Penghargaan Kinerja Pengurangan Sampah oleh Produsen Dari KLHK, available at https://aqua.co.id/danone-aqua-kembali-raih-penghargaan-kinerja-pengurangan-sampah-oleh-produsen-dari-klhk

Badan Pusat Statistik. (2021). STATISTIK LINGKUNGAN HIDUP INDONESIA 2021. Katalog BPS 3305001.

Brouwers, T. (2018). How Communicating Sustainable Packaging Impacts the Consumer’s Purchase Intention (Doctoral dissertation).

Cameron, Pickett. (2015). Ultimate Marketing Tools. Australian ebook Publisher.

Guerra, R. M. A. M. (2019). The Impact of Sustainable Packaging in the Purchase Intent of Consumers (Doctoral dissertation). Universidade Católica Portuguesa.

Juliandi, Irfan, Manurung. (2014). Metodologi Penelitian Bisnis, Konsep dan Aplikasi. Medan: UMSU Press.

Julianti, Sri. (2014). The Art of Packaging. Jakarta: Kompas Gramedia

Krah, S., Todorovic, T., & Magnier, L. (2019). Designing for Packaging Sustainability. The Effects of Appearance and a Better Eco-Label on Consumers’ Evaluations and Choice. In Proceedings of the Design Society: International Conference on Engineering Design (Vol. 1, No. 1, pp. 3251-3260). Cambridge University Press. https://doi.org/10.1017/dsi.2019.332

Krisnanda, A. D. I., & Nurcaya, I. N. (2019). Pengaruh Kesadaran Lingkungan Terhadap Persepsi Konsumen Dan Niatbeli Produk Lampu Led Philips Dikota Denpasar. E-Jurnal Manajemen, 8(2), 8075-8103. https://doi.org/10.24843/EJMUNUD.2019.v8.i2.p19

Kotler, Keller. (2016). Marketing Management. England: Pearson Education Limited.

Magnier, L., & Crié, D. (2015). Communicating Packaging Eco-Friendliness. International Journal of Retail & Distribution Management, 43(4/5), 350. https://doi.org/10.1108/IJRDM-04-2014-0048

Picaully, M. R. (2018). Pengaruh Kepercayaan Pelanggan Terhadap Niat Pembelian Gadget Di Shopee Indonesia. Jurnal Manajemen Maranatha, 18(1), 31-40. https://doi.org/10.28932/jmm.v18i1.1094

Rani, M. G. (2017). Eco-Friendly Packaging and Consumer Behaviour. Catalyst, 2(2), 58-68.

Santoso, I., & Fitriani, R. (2016). Green Packaging, Green Product, Green Advertising, Persepsi, dan Minat Beli Konsumen. Jurnal Ilmu Keluarga & Konsumen, 9(2), 147-158. https://doi.org/10.24156/jikk.2016.9.2.147

Sarwono, J. (2011). Mengenal Path Analysis: Sejarah, Pengertian dan Aplikasi. Jurnal Ilmiah Manajemen Bisnis, 11(2), 285-296.

Shafiquzzaman, M., Haider, H., AlSaleem, S. S., Ghumman, A. R., & Sadiq, R. (2018). Development of Consumer Perception Index for assessing greywater reuse potential in arid environments. Water SA, 44(4), 771-781. https://doi.org/10.4314/wsa.v44i4.25

Sekarlaranti, A., & Junaedi, S. (2013). Persepsi Konsumen Terhadap Warna, Tipografi, Bentuk Grafis dan Gambar pada Kemasan Produk dengan Pendekatan Multidimensional Scaling. Jurnal Manajemen Teori dan Terapan, 6(1).

Setiadi, N. J., & SE, M. (2019). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen. Edisi Ketiga (Vol. 3). Prenada Media.

Sugiyono, (2007), Statistika untuk Penelitian, Bandung: CV Alfabeta.

Van den Elzen, J. (2016). Consumers’ Perception Regarding Sustainable Packaging (Doctoral dissertation, Thesis for the Marketing and Consumer Behaviour Group. Wageningen, Netherlands: Wageningen University).

Veybitha, Y., Alfansi, L., Salim, M., & Darta, E. (2021). Critical Review: Factors Affecting Online Purchase Intention Generation Z. In Journal of International Conference Proceedings (JICP) (Vol. 4, No. 1, pp. 354-363). https://doi.org/10.32535/jicp.v4i1.1162

Yusuf, D. M. (2021). Effect of Attitude Mediating Subjective Norm, Perceived Behaviour Control, and Perceived Ease of Use on Online Purchase Intention Fashion Product Category. European Journal of Business and Management Research, 6(6), 266-270. https://doi.org/10.24018/ejbmr.2021.6.6.1135

Downloads

Article Metrics

Published

December 28, 2023

Citation Check

How to Cite

Esvandiari, M., Susan, M., Mulyaningsih, H. D., Muhardi, Oktini, D. R. ., & Nurhayati, N. (2023). The Effect of Eco-Friendly Packaging on Purchase Intention with Consumer Perception as an Intervening Variable. International Journal of Entrepreneurship and Sustainability Studies, 3(2), 62–79. https://doi.org/10.31098/ijeass.v3i2.1818

Article Index