Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry

This dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of modera...

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Main Authors: Jochems, Jofel, Schol, Taeke Cornelis
Format: Others
Language:English
Published: Högskolan Kristianstad, Fakulteten för ekonomi 2020
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20806
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spelling ndltd-UPSALLA1-oai-DiVA.org-hkr-208062020-07-01T04:26:45ZAdressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industryengJochems, JofelSchol, Taeke CornelisHögskolan Kristianstad, Fakulteten för ekonomiHögskolan Kristianstad, Fakulteten för ekonomi2020Sustainable packaginggreen purchasingconsumer behaviorgeneration YFMCG industryThe Netherlandsintention-behavior gapBusiness AdministrationFöretagsekonomiThis dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of moderation variables (price, packaging quality, availability, recognition and perceived consumer effectiveness), certain interaction effects could be measured that influence purchasing decisions. Results showed that a positive attitude towards sustainable packaging results in a higher probability of purchasing sustainably packaged products. Furthermore, it was found that millennials are willing to pay extra for sustainable packaging. Also, more knowledge on how to recognize sustainably packaged products increases the likelihood of purchasing them. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20806application/pdfinfo:eu-repo/semantics/openAccess
collection NDLTD
language English
format Others
sources NDLTD
topic Sustainable packaging
green purchasing
consumer behavior
generation Y
FMCG industry
The Netherlands
intention-behavior gap
Business Administration
Företagsekonomi
spellingShingle Sustainable packaging
green purchasing
consumer behavior
generation Y
FMCG industry
The Netherlands
intention-behavior gap
Business Administration
Företagsekonomi
Jochems, Jofel
Schol, Taeke Cornelis
Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry
description This dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of moderation variables (price, packaging quality, availability, recognition and perceived consumer effectiveness), certain interaction effects could be measured that influence purchasing decisions. Results showed that a positive attitude towards sustainable packaging results in a higher probability of purchasing sustainably packaged products. Furthermore, it was found that millennials are willing to pay extra for sustainable packaging. Also, more knowledge on how to recognize sustainably packaged products increases the likelihood of purchasing them.
author Jochems, Jofel
Schol, Taeke Cornelis
author_facet Jochems, Jofel
Schol, Taeke Cornelis
author_sort Jochems, Jofel
title Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry
title_short Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry
title_full Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry
title_fullStr Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry
title_full_unstemmed Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry
title_sort adressing the gap between millennials' attitude and behavior towards sustainable packaging in the dutch fmcg industry
publisher Högskolan Kristianstad, Fakulteten för ekonomi
publishDate 2020
url http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20806
work_keys_str_mv AT jochemsjofel adressingthegapbetweenmillennialsattitudeandbehaviortowardssustainablepackaginginthedutchfmcgindustry
AT scholtaekecornelis adressingthegapbetweenmillennialsattitudeandbehaviortowardssustainablepackaginginthedutchfmcgindustry
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