Eco-Friendly Packaging: Marketing Sustainability from Product to Delivery
DOI:
https://doi.org/10.61536/escalate.v2i02.90Keywords:
Eco-Friendly Packaging, Marketing Communication, Consumer Behavior, , Perceived Environmental ImpactAbstract
This research investigates eco-friendly packaging practices at PT Yakult Indonesia Persada Cab. Padang, focusing on the relationships between packaging materials, marketing communications, perceived environmental impact, and consumer purchase intentions. Employing a quantitative approach, data were collected from 100 consumers using structured surveys and analyzed through Smart PLS. The findings reveal that packaging materials significantly influence consumer perceptions of environmental impact and purchase intentions. While marketing communications were effective in enhancing purchase intentions, their impact on perceived environmental impact was not significant. Furthermore, perceived environmental impact was identified as a crucial mediator between packaging materials and consumer purchasing decisions. These insights underscore the need for PT Yakult to enhance its sustainability strategies and marketing efforts to align with consumer values, thereby fostering brand loyalty and promoting environmental sustainability in West Sumatra.
Downloads
References
Bergkvist, L., & Zhou, K. (2023). Green Marketing Communication: A Review and Research Agenda. Journal of Business Ethics, 178(1), 1-18.
Chen, Y. S., & Chang, C. H. (2022). The Effects of Greenwash on Green Purchase Intention. International Journal of Advertising, 41(2), 321-343.
Chowdhury, P., Roy, A., & Sharma, S. (2023). Sustainable Packaging: An Overview of Current Status, Challenges, and Future Directions. Journal of Cleaner Production, 288, 125578.
Chung, Y., Choi, J., & Kim, H. (2023). Corporate Social Responsibility Communication and Consumer Perceptions: The Moderating Role of Perceived Environmental Impact. Journal of Business Ethics, 162(4), 851-867.
Duffett, R. G. (2021). Integrated Marketing Communications: Strategic Planning Perspectives. Journal of Marketing Communications, 27(3), 310-325.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2021). The Future of Retailing. Journal of Retailing, 97(1), 1-9.
Huang, Y., Li, Y., & Chen, H. (2023). Consumer Perceptions of Environmental Impact: A Meta-Analysis. Journal of Consumer Psychology, 33(1), 112-129.
Jones, A. & Clarke, B. (2023). Advances in Biodegradable Packaging Materials. Journal of Materials Science, 58(2), 987-1001.
Khan, M. A., Liang, Y., & Shahzad, F. (2023). Brand Loyalty and the Role of Consumer Purchase Intentions in Marketing. Journal of Consumer Marketing, 40(1), 45-57.
Kumar, P., & Subramanian, N. (2023). Understanding Consumer Perceptions of Green Marketing: A Conceptual Framework and Research Agenda. Journal of Business Research, 138, 329-339.
Lee, H., & Hong, Y. (2023). Effects of Green Marketing Communication on Brand Loyalty: The Moderating Role of Consumer Environmental Concern. Journal of Business Research, 130, 320-329.
Lee, K., Kim, H., & Shin, H. (2023). Consumer Preferences for Sustainable Packaging: An Empirical Study. International Journal of Consumer Studies, 47(1), 24-37.
Li, J., & Sun, S. (2023). The Role of Packaging in Shaping Consumers' Perceived Environmental Impact: A Case Study of Beverage Packaging. Packaging Technology and Science, 36(7), 555-568.
Miller, R., & Davis, C. (2023). Innovations in Packaging Technology: Balancing Functionality and Sustainability. Packaging Technology and Science, 36(3), 499-514.
Schultz, D. E., & Patti, C. H. (2022). Advertising and Promotion: An Integrated Marketing Communications Perspective. Pearson Education.
Smith, J., McDonough, T., & Spence, M. (2022). The Regulatory Push towards Sustainable Packaging. Environmental Policy and Governance, 32(4), 347-360.
Thøgersen, J. (2022). Consumer Decision Making Regarding Sustainable Products: The Importance of Product Attributes and Perceived Consequences. Journal of Consumer Behaviour, 21(2), 201-215.
Verma, P., Kumar, A., & Jain, S. (2023). Impact of Green Marketing on Consumer Purchase Intentions: A Mediating Role of Perceived Environmental Impact. Journal of Cleaner Production, 314, 127963.
Wang, L., & Pizam, A. (2022). Corporate Social Responsibility and Consumer Purchase Intention: The Mediating Role of Corporate Reputation. Journal of Hospitality and Tourism Research, 46(5), 689-706.
Wang, Y., Ma, F., & Bai, H. (2023). Understanding Consumers' Willingness to Pay for Green Products: A Meta-Analysis. Journal of Business Research, 142, 145-159.
White, K., Hardisty, D. J., & Habib, R. (2022). The Elusive Green Consumer. Harvard Business Review, 100(2), 124-133.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Miko Andi Wardana, Dede Ardian, Fajar Islam
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
