Exploring the impact of sustainable packaging on consumer purchasing behavior: A case study of Quay Naturals.
Thomas, Babatunde (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052917841
https://urn.fi/URN:NBN:fi:amk-2025052917841
Tiivistelmä
The Fast-Moving Consumer Goods (FMCG) packaging has been identified as a major contributor to environmental waste and continues to pose a threat to us as a society Quay Naturals, an FMCG company located in California, is looking to invest more in pro environmental and sustainable packaging to align with market trends, comply with the state's regulations, and take advantage of available incentives supporting businesses in this sector. This study explores the impact of sustainable packaging on consumer purchasing behavior in the FMCG industry. Given the financial barriers faced by companies that want to adopt sustainable packaging, this research aims to evaluate consumers’ willingness to pay extra for ecofriendly packaged products and determine whether they prioritize sustainably packaged goods over conventional packaging at the point of purchase using Quay Naturals as a case study.
To ensure a comprehensive understanding of the study and a balanced perspective, a mixed method approach was used. The qualitative part involves the review of primary and secondary articles, including case studies, academic sources, and industry reports that provide insight into consumer interaction with sustainable packaging and FMCG which is used to establish the theoretical foundation of the study. The quantitative aspect of the study involves a survey based data collection to analyze consumer buying behavior and preferences for ecofriendly packaging.
The theoretical framework used in the study are the triple bottom line (people, planet, and profit) and the theory of planned behavior (TPB) which explores consumer buying behavior. To collect quantitative data, an online questionnaire was used to gather primary data from 100 Quay Naturals’ customers and was analyzed using SPSS.
The outcome of the study shows that the customers of Quay Naturals’ prioritize brand trust as it plays a key role in their purchasing decision, and sustainable packaging alone is not enough to influence consumer purchasing decision as other factors like price, accessibility, and habits. Furthermore, the customers show a willingness to pay more for sustainable packaging.
To ensure a comprehensive understanding of the study and a balanced perspective, a mixed method approach was used. The qualitative part involves the review of primary and secondary articles, including case studies, academic sources, and industry reports that provide insight into consumer interaction with sustainable packaging and FMCG which is used to establish the theoretical foundation of the study. The quantitative aspect of the study involves a survey based data collection to analyze consumer buying behavior and preferences for ecofriendly packaging.
The theoretical framework used in the study are the triple bottom line (people, planet, and profit) and the theory of planned behavior (TPB) which explores consumer buying behavior. To collect quantitative data, an online questionnaire was used to gather primary data from 100 Quay Naturals’ customers and was analyzed using SPSS.
The outcome of the study shows that the customers of Quay Naturals’ prioritize brand trust as it plays a key role in their purchasing decision, and sustainable packaging alone is not enough to influence consumer purchasing decision as other factors like price, accessibility, and habits. Furthermore, the customers show a willingness to pay more for sustainable packaging.