Factors Affecting Consumer Buying Behaviour toward Green Packaged Products: The Case of Addis Ababa, Ethiopia
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Date
2024-09
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Addis Ababa University
Abstract
This study investigates the factors influencing consumer buying behavior toward green packaged products in Addis Ababa, Ethiopia, focusing on three key variables: environmental awareness, willingness to pay, and altruism. Given the rising environmental concerns and the need for sustainable consumption practices, understanding these factors is crucial for promoting green packaged products in the market. Data were collected through a structured questionnaire distributed to 384 consumers, yielding a high response rate of 95.6% with 367 valid responses returned. The methodology involved a comprehensive multiple regression analysis to examine the relationships between the independent and the dependent variable. The findings revealed that environmental awareness, willingness to pay, and altruism all significantly and positively impact consumer buying behavior toward green packaged products. Among these, altruism showed the highest influence, indicating that individuals who prioritize the welfare of others and the environment are more inclined to purchase green-packaged products. Environmental awareness also had a strong impact, suggesting that consumers with higher awareness levels show a stronger preference for green-packaged products. Willingness to pay emerged as a significant factor, with many consumers willing to pay a premium for green-packaged products, driven by their perceived environmental benefits. Based on these findings, several recommendations are proposed. First, increasing environmental awareness efforts across various media platforms to educate consumers about the advantages of green packaged products. Second, strategies to make green packaged products more affordable, such as subsidies or incentives, could alleviate economic barriers. Third, promoting altruistic behavior through community programs and marketing strategies highlighting the societal benefits of green packaged products to further encourage green buying behavior. Future research should explore additional factors that might influence green buying behavior, and expand the geographical scope beyond Addis Ababa. This research offers useful insights for marketers, and environmental advocates aiming to promote sustainable consumption practices in urban settings, contributing to the broader goal of environmental sustainability.
Key Words: Green packaged products, Environmentally Friendly Products, Consumer Green Buying Behavior, Sustainable Consumption, Altruism