Pro-environmental Behaviour Impacts on the Willingness to Pay for Bio-based Sustainable Food Packaging

Abstract

Food packaging waste become an important issue which it has had adverse environmental effects. Manufacturers ought to take the initiative to produce sustainable food packaging and acquire positive feedback from the grocer to use the packaging. With legislative responsibilities, food manufacturers are considering the best option to pack their products with minimal materials. This study aims to determine consumers’ view of new bio-based plastic material as food packaging; while to recognise and identify consumers who are willing to pay for this new material and aware of the environmental benefits. Results were analysed through a Tobit regression model which recommend that a compelling marketing plan for this packaging and an imperative basis of Malaysian consumer segmentation are essential. Additionally, raising awareness of the benefits of saving the environment would appeal to several people to choose this packaging, hence improving the environment.