Sustainability concerns continue to rise for
Indonesians, as they are the second-largest country, after China, responsible
for the million metric tons of plastic waste in the ocean, which are mostly
single-use plastic packaging, making non recyclable packaging one of the
biggest threats to their environment. Millennials, as the current largest age
population in Indonesia, are shown to be the most ecologically aware of these
issues. However, it is still unclear whether Indonesian millennials have
actively made decisions to switch their purchases to sustainably packaged
products, as prior research in Indonesia has yet to focus on this. Hence the
research’s objective is to determine the factors of sustainable packaging that
affects green purchase decision (GPD) in Indonesian consumers. Data was
collected using a self-administered online survey; there were 150 usable
responses that were analyzed using PLS SEM method. The findings of this
research reported a significant and positive impact between green attitude,
perceived environmental responsibility, green product experience, and
environmental friendliness of companies to GPI, as well as GPI to GPD. These
findings offer implications for marketing managers and product developers to
further understand green consumers and develop strategies in relation towards
green product packaging.
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