Consumers’ Purchase Intention and Willingness to Pay for Eco-Friendly Packaging in Vietnam

Anh Thu Nguyen*, Nguyễn Yến-Khanh, Nguyen Hoang Thuan

*Corresponding author for this work

Research output: Chapter/Conference proceedingChapterAcademic

2 Citations (Scopus)


Global concern for pollution from plastic packaging has been growing. In practice, packaging for consumer goods is mostly produced using plastic, which is used once and discarded. Given the huge volume of global plastic production, single-use plastic packaging has posed a massive threat to the environment. The good news is that there are initiatives around the world to reduce the production and consumption of single-use plastic. Businesses are under increasing pressures not only from consumers but also from governments and investors to phase out single-use plastic. Food manufacturers are starting to adopt the use of eco-friendly packaging for their products. However, responses from different consumer groups to eco-friendly packaging are still unclear. Questions exist on how demographics are associated with consumers’ intention to buy eco-friendly packaging, especially in a developing market where plastic use is prominent. In this study, we examined the relations between consumers’ demographics and their reactions towards eco-friendly packaging. We focused on packaged instant noodles in Vietnam as this emerging market has been experiencing rapid developments of convenient consumption patterns. We used choice-based experiment embedded in a self-administered online consumer survey. Demographic data were collected to explore the relationship with intention to buy and consumer responses to price levels with regard to eco-friendly packaging. There were 308 usable responses for analysis. Simple statistical analysis such as descriptive statistical analysis, frequency distribution, cross tabulation, analysis of variance and factor analysis were undertaken to assess consumers’ intention to buy and willingness to pay with regard for eco-friendly packaging. T-tests and analysis of variance statistical techniques were also used to analyse the collected data. The findings will help packaged food businesses in managerial decisions for eco-friendly packaging strategies.

Original languageEnglish
Title of host publicationEnvironmental Footprints and Eco-Design of Products and Processes
Number of pages35
Publication statusPublished - 2021
Externally publishedYes

Publication series

SeriesEnvironmental Footprints and Eco-Design of Products and Processes

Bibliographical note

Publisher Copyright:
© 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.


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