Impact of green packaging design on green purchase intention

Abstract

We explored the relationship between green packaging design and green purchase intention from the perspective of consumers by conducting a bootstrapped mediation effects analysis and a multiple mediation analysis with 513 users of a brand in China that has green packaging. The results revealed that green packaging design had a strong positive impact on green purchase intention, and this relationship was mediated by perceived environmental friendliness, green brand equity, green brand attitudes, and green brand relationships. In addition, green packaging design influenced green purchase intention through the paths from environmental friendliness to green brand equity, and from green brand attitudes to green brand relationships. The findings of this study offer guidelines for green marketing efforts. By adopting green packaging designs and promoting environmental friendliness, companies can enhance their green brand equity, which can, in turn, positively influence consumers' green purchase intention.