ANALYSING THE PURCHASE INTENTION AND BEHAVIOUR TOWARDS GREEN FOOD PACKAGING FOR ACHIEVING ENVIRONMENTAL GOALS IN MALAYSIA

Chinnasamy MALARVIZHI; Sreenivasan  JAYASHREE; Shamima RAIHAN MANZOOR

doi:10.24193/subbnegotia.2019.2.04

Authors

Chinnasamy MALARVIZHI Faculty of Management, Multimedia University Malaysia, malarvizhi@mmu.edu.my https://orcid.org/0000-0003-3099-765X
Sreenivasan JAYASHREE Faculty of Management, Multimedia University Malaysia. *Corresponding author, jayashree@mmu.edu.my
Shamima RAIHAN MANZOOR Faculty of Management, Multimedia University Malaysia, 1161402023@student.mmu.edu.my

DOI:

https://doi.org/10.24193/subbnegotia.2019.2.04

Keywords:

Green food packaging, environmental goals, Malaysia, buying behaviour.

Abstract

Background/Objective: The study aims to analyse the green purchase intention and green buying behaviour towards the green food packaging in Malaysia based on the Theory of Planned Behaviour (TPB). With an increasing environmental concern, the food/drink companies are trying to contend people as they are becoming more aware. 3.5 billion people in the world’s urban areas buy their food products which usually come packaged. Most of it comprises disposable plastic containers and plastic bags. The current research endeavour is to analyse the purchase intention and buying behaviour in Malaysia to promote green food packaging practices. Methodology: A structured questionnaire is developed and convenient sampling followed to record the responses in the 5-point Likert scale. Mean values of various categories (e.g. race and gender) achieved through the use of SPSS and ‘One-Way ANOVA’ are counted. Results: Indian population in Malaysia dominates equally by showing higher purchase intention and green buying behaviour towards green food packaging compared to others. No such significant difference is found in green buying behaviour across genders. The findings are expected to provide fruitful insights about the working and student population in Malaysia in terms of their existing behaviour pattern towards eco-friendly food packaging. Implications: The implications of this study on the green buying behaviour of the male and female consumers across different races not only serve as a benchmark for the food manufacturers and food marketers but also guide them to comply with 3R’s (reduce, reuse, recycle) policies to achieve smart environmental goals in Malaysia.

JEL classification: L1, M3

References

Ahn, J., Koo, D., and Chang, H. (2012). Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics, Journal of Global Scholars of Marketing Science, 22:2, 163-182, DOI: 10.1080/12297119.2012.655098

Ajzen, I. (1991), “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.

Ajzen, I. and Fishbein, M. (1975), Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.

Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, Prentice Hall, Englewood Cliffs, NJ.

Biswas, A., Roy, M. (2015a). Leveraging factors for sustained green consumption behaviour based on consumption value perceptions: testing the structural model. J. Clean. Prod. 95, 332e340.

Biswas, A., Roy, M. (2015b). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. J. Clean. Prod. 87, 463e468.

Chan, R. Y., & Lau, L. (1998). A test of Fishbein-Ajzen behavioural intentions model under Chinese cultural settings: are there any differences between PRC and Hong Kong consumers? Journal of Marketing Practice: Applied Marketing Science, 4(3), 85-101.

Connell, S., Fien, J., Lee, J., Sykes, H. and Yencken, D. (1999). “If it doesn’t directly affect you, you don’t think about it: a qualitative study of young people’s environmental attitudes in two Australian cities”, Environmental Education Research, Vol. 5 No. 1, pp. 95-113.

Crosby, N. T. (1981). Food Packaging Materials: Aspects of Analysis and Migration of Contaminants Ripple Road Barking Essex England Applied Science Publishers Ltd.

European Environment Agency. (2010). Retrieved October 3, 2018, from Generation and recycling of packaging waste: http://www.eaa.europa.eu/data-and-maps/indicators/generationand-recycling-ofpackaging-waste/generation-and-recycling-ofpackaging

Follows, S. B., & Jobber, D. (2000). Environmentally responsible purchase behaviour: A test of a consumer model. European Journal Market, 34, 723-746. http://dx.doi.org/10.1108/03090560010322009.

Foodnavigator. (2013), “Young Germans increase organic food purchases”, 22 August, available at: www.foodnavigator.com/Market-Trends/Young-Germans-increase-organic-foodpurchases (accessed 1 December 2015).

Grönman, K., Soukka, R., Järvi-Kääriäinen, T., Katajajuuri, J.-M., Kuisma, M., Koivupuro, H.-K. and Linnanen, L. (2013), “Framework for sustainable food packaging design”, Packaging Technology and Science, Vol. 26 No. 4, pp. 187-200.

Hawkins, G. (2012). The performativity of food packaging: market devices, waste crisis and recycling The Sociological Review 60: 66-83. http://penangmonthly.com/article.aspx?pageid=165&name=the_numbers_on_education_in_malaysia_and_penang

Ismail, N. (2000). Food Poisoning (Keracunan makanan) Kuala Lumpur Utusan Publications

Kher, S V, Jonge J D, Wentholt M T A, Deliza R, Andrade J C d, Cnossen H J, Lujickx N B and Frewer L J. (2013). Consumer Perceptions of Risks of Chemical and Microbiological Contaminants Associated with Food Chains: A Cross National Study International Journal of Consumer Studies 37: 73-83.

Ministry of Housing and Local Government. (2008). Why recycle? Downloaded from http://www.kpkt.gov.my/kitarsemula/Why.asp on 19/12/2012.

Paul, J., Modi, A. and Patel, J. (2016), “Predicting green product consumption using theory of planned behavior and reasoned action”, Journal of Retailing and Consumer Services, Vol. 29, pp. 123-134.

Rashid, N. A. (2009). Awareness of eco-label in Malaysia's green marketing initiative. International Journal of Business and Management, 4(8), 10.

Rezai, G., Phuah, K. T., Zainalabidin, M., & Shamsudin, M. N. (2012). Going Green; survey of Perception and Intentions Among Malaysian consumers. Canadian Research & Development Center of Science and Cultures.

Ronald, S. H. and Gary, R. E. (2003). Food Safety Handbook, Wiley and Sons Publication Canada

Rundh, B. (2005), “The multi‐faceted dimension of packaging: marketing logistic or marketing tool?”, British Food Journal, Vol. 107 No. 9, pp. 670-684.

Wever, R. (2011), “Design for volume optimization of packaging for durable goods”, Packaging Technology and Science, Vol. 24 No. 4, pp. 211-222.

WHO. (2003). Food Safety. Geneva: World Health Organization.

Wilcock A, Pun M, Khanona J, and Aung M. (2004). Consumer attitudes, knowledge and behaviour: a review of food safety issues Journal of Trends in Food Science and Technology 15:56-66.

Yadav, R. and Pathak, G.S. (2017). “Determinants of consumers green purchase behaviour in a developing nation: Applying and extending the theory of planned behaviour”, Ecological Economics, Vol. 134, pp. 114-122.

Yahaya, F.H. (2005). Emerging Infectious Diseases and the Impact to Man in Malaysia(Kemunculan Penyakit Berjangkit dan Kesannya Terhadap Manusia di Malaysia) SARI 23 (10): 153-168.