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Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2020 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of moderation variables (price, packaging quality, availability, recognition and perceived consumer effectiveness), certain interaction effects could be measured that influence purchasing decisions. Results showed that a positive attitude towards sustainable packaging results in a higher probability of purchasing sustainably packaged products. Furthermore, it was found that millennials are willing to pay extra for sustainable packaging. Also, more knowledge on how to recognize sustainably packaged products increases the likelihood of purchasing them.

Place, publisher, year, edition, pages
2020. , p. 83
Keywords [en]
Sustainable packaging, green purchasing, consumer behavior, generation Y, FMCG industry, The Netherlands, intention-behavior gap
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-20806OAI: oai:DiVA.org:hkr-20806DiVA, id: diva2:1448808
Subject / course
International business and marketing
Educational program
MSc in Business Administration specialising in International Business and Marketing
Presentation
2020-06-05, 13:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2020-06-30 Created: 2020-06-29 Last updated: 2020-06-30Bibliographically approved

Open Access in DiVA

Thesis T.C. Schol & J. Jochems(827 kB)1907 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf