Consumers’ Behaviour and Their Willingness to Accept Green Packaging: A Case Study in Vietnam

Objectives: This study specifically focuses on examining customers' purchasing behaviour and their acceptance of green packaging as a replacement for single-use plastic bags. Method: The data used in this study are primary, including survey data obtained from the respondents. We designed a questionnaire related to examining customers' purchasing behaviour and their acceptance of green packaging. We determined the observed variables (scales) of examining customers' purchasing behaviour and their acceptance of green packaging based on previous studies. Structural Equation Modelling and Willingness to Accept models were utilised to achieve the study's objectives. Results: The results demonstrate that personal attitude statistically significantly influences respondents' purchasing behaviour. Moreover, the findings indicate that the expenditure level and the types of green packaging have an impact on the respondents' willingness to accept green packaging as a substitute for single-use plastic bags. Conclusions: This article is an academic contribution that enables understanding of customers' purchasing behaviour and their acceptance of green packaging. To promote the use of green packaging, it is crucial for business planners to prioritise obtaining and maintaining necessary certifications for their green products. It is imperative for policy-makers to actively assume a crucial role in promoting the adoption of green packaging through official government channels, public institutions, and targeted communication campaigns.