Mixed methods analysis shows sustainable packaging enhances willingness to pay and purchase intent among Chinese consumers, suggesting key adoption factors.
Key Points
Sustainable packaging positively influences consumers' perceived quality and willingness to pay for food products, enhancing purchase intent.
Analysis includes a large-scale survey of 1,000 urban consumers and age-stratified focus groups, providing diverse insights.
Frameworks include the Theory of Planned Behavior and Diffusion of Innovation, demonstrating how they model consumer attitudes.
Chinese consumers exhibit heightened environmental concern but also skepticism toward green marketing claims, emphasizing the need for authentic practices.