The Role of Perception and Subjective Norms in Strengthening Attitudes and Purchase Intention Toward Green-Packaged Food Products

Document Type : Original Article

Authors

1 PhD Student in Business Management, Department of management, Se.C., Islamic Azad University, Semnan, Iran.

2 Assistant Professor, Department of management, Na.C., Islamic Azad University, Najafabad, Iran.

Abstract

Given the growing environmental concerns and consumers’ increasing tendency toward sustainable products, green packaging has emerged as an important marketing tool that can play a significant role in encouraging the selection of environmentally friendly products. The present study aims to examine the effect of green packaging on perceived value, perceived risk, attitudes toward green-packaged products, and purchase intention. In addition, the role of subjective norms in shaping attitudes and the relationships among these variables is evaluated. This applied research was conducted using a descriptive–survey method. The statistical population consisted of 384 consumers of green food products in the city of Isfahan who had purchased or had experience using products with green packaging. Convenience sampling was employed, and data were collected through a standard questionnaire. The validity and reliability of the research instrument were confirmed using convergent validity and composite reliability indices. Data analysis using structural equation modeling in SmartPLS software revealed that green packaging has a positive and significant effect on perceived value and perceived risk, and that subjective norms significantly shape attitudes toward green-packaged products. In contrast, perceived value and perceived risk did not have a direct effect on attitudes. Furthermore, attitudes toward green-packaged products have a significant effect on purchase intention, while perceived risk also showed a positive and significant impact on this intention. The findings highlight the importance of green packaging design and the enhancement of perceptual and social factors in strengthening positive attitudes and purchase intention toward sustainable products.

Keywords

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References

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Packaging Science and Art
Volume 16, Issue 63 - Serial Number 63
Serial number 63, autumn 2025
September 2025
Pages 29-44

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History

  • Receive Date: 07 October 2025
  • Revise Date: 10 November 2025
  • Accept Date: 06 December 2025
  • Publish Date: 20 December 2025

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