(Effect of Eco-Friendly Packaged Product Properties on Consumer Attitudes and Purchase Intentions)

Abstract

Purpose – The purpose of this study is to reveal the effects of the variables as; price, design, perceived quality, environmental attitude, expected benefit and knowledge of eco-friendly packaged market products on consumers' attitudes, awareness and purchasing intentions. Design/methodology/approach – This study presents an applied research sample in the general survey design model (descriptive) based on quantitative data. Within the scope of the study, convenience sampling method was adopted, and online survey application was carried out for this process. Survey data obtained from 401 people; It was classified and analyzed using SPSS 21.0 statistical program, and ANOVA was evaluated by multiple regression analysis and T-test. Findings – In terms of the variables included in the study, it was understood that it positively affected the attitudes, awareness, and purchase intentions of consumers towards environmentally friendly packaged products, whereas demographic factors did not differ significantly with these variables. Discussion – The increasing number of studies on eco-friendly product practices will positively affect the awareness and attitude towards environmentally friendly products and their properties. The increasing number of studies on environmentally friendly product practices will positively affect the awareness and attitude towards environmentally friendly products and their properties. Practitioners in the field of marketing could contribute to this novel eco-friendly movement by highlighting eco-friendly features in terms of design, using sales promotion and publicity tools for directing consumer attitude and demand to eco-friendly packaged products, and enabling eco-friendly production processes for using less materials and resources for environmental purposes.