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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Högskolan Kristianstad, Fakulteten för ekonomi
2020
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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 |
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English |
format |
Others
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Sustainable packaging green purchasing consumer behavior generation Y FMCG industry The Netherlands intention-behavior gap Business Administration Företagsekonomi |
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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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1719324210935889920 |