Authors:
Nada Ratković, P.S. Venkateswaran, P. Paramasivan, S. Suman Rajest, R. Regin

Addresses:
Department of Quantitative Methods, Faculty of Economics, Business and Tourism, University of Split, Split, Croatia. Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu, India. Department of Research and Development & International Student Affairs, Dhaanish Ahmed College of Engineering, Chennai, Tamil Nadu, India. Department of Computer Science and Engineering, SRM Institute of Science and Technology, Chennai, Tamil Nadu, India. nada.ratkovic@efst.hr, venkatespsna07@psnacet.edu.in, paramasivanchem@gmail.com, sumanrajest414@gmail.com, regin12006@yahoo.co.in 

Abstract:

Biodegradable packaging is gaining traction as a sustainable alternative. This study examines consumer perceptions of biodegradable packaging and their influence on product choices and satisfaction.  A survey was conducted to measure perceived quality, value, consumer preferences, industry practices, and customer satisfaction. Correlation analysis revealed positive relationships between all constructs, suggesting that consumers who perceive higher quality and value in biodegradable packaging are also more likely to prefer it, be aware of industry practices related to it, and experience higher satisfaction with products using it. Regression analyses confirmed that perceived quality has a significant positive impact on choosing products with biodegradable packaging, and perceived value has a significant positive effect on consumer preference for it. However, only perceived quality directly influences customer satisfaction in this model. These findings suggest that both perceived quality and value are important for influencing consumer behavior toward biodegradable packaging. Firms can leverage these insights by focusing on enhancing packaging quality, clearly communicating its environmental benefits and product protection aspects, and educating consumers about its advantages. Further research is recommended to explore the potentially indirect role of perceived value and the influence of pricing strategies on consumer choices.

Keywords: Biodegradable Packaging; Consumer Perception; Product Choice; Customer Satisfaction; Perceived Quality; Perceived Value; Consumer Preference; Industry Practices; Sustainable Alternative.

Received on: 24/12/2023, Revised on: 25/02/2024, Accepted on: 14/04/2024, Published on: 03/06/2024

DOI: 10.69888/FTSML.2024.000237

FMDB Transactions on Sustainable Management Letters, 2024 Vol. 2 No. 2, Pages: 80-90

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