Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation

The purpose of this paper is to examine the influence of ecodesigned packaging on consumers' response. The theory of reasoned action (TRA) served as a framework for identifying major antecedents of ecodesigned packaging behavior and for determining their relative importance. Structural equation modeling was used to analyze the data of 204 young Indian consumers and test the proposed conceptual model. The finding of the study confirmed that purchase intention towards ecofriendly packaging is significantly influenced by personal norms, attitude, environmental concern and willingness to pay. The paper also provides interesting insights about young consumers towards eco-designed packaging. These useful insights will helpful to marketers in developing the focused strategies towards young consumers and encourage them to reduce the global ecological footprint of packaging.