Key Factors for Involvement Degree and Perceived Value in Consumers’ Purchase Intention in Unpacked Stores

Abstract

The Taiwanese government has decided to reduce the use of disposable plastics in response to the European Union’s announcement of the Circular Economy Action Plan. With the circular economy becoming a sustainable development trend, consumers have become the latter and the environment’s lifeblood. There has been a wave of unpacked stores around the world in recent years, encouraging consumers to reduce the use of plastics and bring their own bags or containers when shopping, thereby reducing the waste of resources. This research adopted qualitative and quantitative research methods to verify the model of involvement degree and perceived value on consumers’ purchase intentions in unpacked stores through expert interviews and structural equations and extract the key factors for promoting unpacked stores. The research results show that the three dimensions of involvement degree will indirectly affect consumers’ purchase intentions through the four dimensions of perceived value. Perceived value plays a mediating role between the involvement degree and purchase intention. Unpacked stores can be used to promote industry characteristics and image, and unpacked consumption thinking can be advanced through the Internet, education, or lectures based on community development. In this way, unpacked stores can be instilled in people’s psychological value.