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Consumers’ Purchase Intention and Willingness to Pay for Eco-Friendly Packaging in Vietnam

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Sustainable Packaging

Abstract

Global concern for pollution from plastic packaging has been growing. In practice, packaging for consumer goods is mostly produced using plastic, which is used once and discarded. Given the huge volume of global plastic production, single-use plastic packaging has posed a massive threat to the environment. The good news is that there are initiatives around the world to reduce the production and consumption of single-use plastic. Businesses are under increasing pressures not only from consumers but also from governments and investors to phase out single-use plastic. Food manufacturers are starting to adopt the use of eco-friendly packaging for their products. However, responses from different consumer groups to eco-friendly packaging are still unclear. Questions exist on how demographics are associated with consumers’ intention to buy eco-friendly packaging, especially in a develo** market where plastic use is prominent. In this study, we examined the relations between consumers’ demographics and their reactions towards eco-friendly packaging. We focused on packaged instant noodles in Vietnam as this emerging market has been experiencing rapid developments of convenient consumption patterns. We used choice-based experiment embedded in a self-administered online consumer survey. Demographic data were collected to explore the relationship with intention to buy and consumer responses to price levels with regard to eco-friendly packaging. There were 308 usable responses for analysis. Simple statistical analysis such as descriptive statistical analysis, frequency distribution, cross tabulation, analysis of variance and factor analysis were undertaken to assess consumers’ intention to buy and willingness to pay with regard for eco-friendly packaging. T-tests and analysis of variance statistical techniques were also used to analyse the collected data. The findings will help packaged food businesses in managerial decisions for eco-friendly packaging strategies.

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Acknowledgements

We thank Dr. Subramanian Senthilkannan Muthu and the anonymous reviewers for their comments on our manuscript.

This work was supported by RMIT University Vietnam under Grant 52015.

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Authors and Affiliations

  1. School of Business and Management, RMIT University Vietnam, 702 Nguyen Van Linh street, Ho Chi Minh City, Vietnam

    Anh Thu Nguyen, Nguyễn Yến-Khanh & Nguyen Hoang Thuan

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  1. Anh Thu Nguyen
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  2. Nguyễn Yến-Khanh
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  3. Nguyen Hoang Thuan
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Corresponding author

Correspondence to Anh Thu Nguyen .

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  1. Head of Sustainability, SgT and API, Kowloon, Hong Kong

    Subramanian Senthilkannan Muthu

Appendix 1: Survey Questionnaire (in English)

Appendix 1: Survey Questionnaire (in English)

You are invited to participate in a web-based online survey on consumer purchase intention for packaged food products with regard to eco-friendly packaging. You do not have to respond to this survey. If you choose to participate, you may withdraw from the study at any time.

Your participation in this survey is voluntary. Participants who consent to participate will be asked to respond to ten online questionnaires, which will take around 10 minutes. These questionnaires include questions about your experiences buying packaged instant noodles. All information will be recorded anonymously. You will not be asked to provide your name, identification number or any other type of information that might personally identify you.

Completion of this survey implies your consent to serve as a participant in this research.

(1) What is your gender?

○ (1) Male○ (2) Female○ (3) Prefer not to say

(2) What is your age? Tick the number that best applies to you

○ (1) 20–25 years old

○ (2) 26–30 years old

○ (3) 31–36 years old

○ (4) 36–40 years old

○ (5) 41–45 years old

○ (6) 46–50 years old

○ (7) 51 years and above

(3) What is the highest level of school you have completed? Tick the number that best applies to you

○ (1) No school

○ (2) Completed primary school

○ (3) Completed junior high school

○ (4) Completed senior high school

○ (5) Associate or vocational degrees

○ (6) University degree

○ (7) Post-graduate degree

(4) How often do you buy packaged instant noodles? Tick the number that best applies to you

○ (1) Very rarely

○ (2) Less than once a month

○ (3) Once a month

○ (4) Two or three times a month

○ (5) Once a week

○ (6) Two or three times a week

○ (7) Almost daily

(5) How many packets of instant noodles do you often buy at a time? Tick the number that best applies to you

○ (1) 1–2 packets

○ (2) 2–5 packets

○ (3) 5–10 packets

○ (4) 10–20 packets

○ (5) half box (24 packets)

○ (6) full box (48 packets)

○ (7) more than one box

(6) Please indicate your intention to buy instant noodles in environmentally friendly packaging. Tick the number that best applies

figure a

(7) Please indicate your willingness to pay more for environmentally friendly packaging. Choose the number that best applies

figure b

In the three following questions 8, 9 and 10, you will view three instant noodle product scenarios, using the Hao Hao brand. The colours and visual images on packaging are the same but the materials used for packaging are different (plastic, paper and biodegradable). Please read the product descriptions carefully and indicate your responses to the following statements.

(8)

figure c

This is Hao Hao instant noodles in a plastic bag. Assume the market price is 3,000 Vietnam dongs (12 cents US). Please indicate your responses (Yes/No) to the following statements.

 

Yes/No

I would be prepared to pay 2,000 Vietnam dongs (9 cents US) for this

 

I would be prepared to pay 3,000 Vietnam dongs (12 cents US) for this

 

I would be prepared to pay more than 3,000 Vienam dongs (12 cents US) for this

 

This is an environmentally friendly package

 

(Q9)

figure d

This is Hao Hao instant noodles in a paper bag. Assume the market price is 3,000 Vietnam dongs (12 cents US). Please indicate your responses to the following statements.

 

Yes/No

I would be prepared to pay less than 3,000 Vietnam dongs (12 cents US) for this

 

I would be prepared to pay 3,000 Vietnam dongs (12 cents US) for this

 

I would be prepared to pay more than 3,000 Vietnam dongs (12 cents US) for this

 

This is an environmentally friendly package

 

(Q10)

figure e

This is Hao Hao instant noodles in a biodegradable bag. Assume the average market price is 3,000 Vietnam dongs (12 cents US). Please indicate your responses to the following statements.

 

Yes/No

I would be prepared to pay less than 3,000 Vietnam dongs (12 cents US) for this

 

I would be prepared to pay 3,000 Vietnam dongs (12 cents US) for this

 

I would be prepared to pay more than 3,000 Vietnam dongs (12 cents US) for this

 

This is an environmentally friendly package

 

Thank you very much for your time and your participation in the survey.

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Nguyen, A.T., Yến-Khanh, N., Thuan, N.H. (2021). Consumers’ Purchase Intention and Willingness to Pay for Eco-Friendly Packaging in Vietnam. In: Muthu, S.S. (eds) Sustainable Packaging. Environmental Footprints and Eco-design of Products and Processes. Springer, Singapore. https://doi.org/10.1007/978-981-16-4609-6_11

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