“An investigation into eco-friendly packaging in supermarket foods and its influence on the purchase behaviour of generation Y and Z individuals.”
Abstract
The aim of this research is to assess whether eco-friendly packaging in supermarket foods
influence the purchase decision of the Y and Z generation. The study will evaluate how
consumers behave, examine the influences packaging has on their behaviour and identify
what consumers look for in packaging. The study will also assess whether supermarkets are
communicating that certain products are sustainably packaged effectively and seeks to
identify the most suitable or effective way to carry this out. Finally, the research looks to
examine online supermarket shopping, whether this takes away the influence packaging can
have on purchase decisions and if this could be having a damaging effect on reducing plastic
waste.
Assessing the behaviour of consumers regarding eco-friendly products is essential as
currently there is too much plastic waste being produced and supermarkets and consumers
can play a major role in fixing this problem. The research took a quantitative approach and
used online surveys as the tool to gather data. Participants were aged between 18-39, as
discussed in the literature review it is vital that this age group understand the impact they can
have on reducing plastic waste and helping towards a healthier planet for future generations.
The findings from this research found that consumers can be influenced by eco-friendly
packaging and that they do so to protect the environment. However, the research found that
supermarkets have limited information on their products informing consumers the packaging
is eco-friendly and that the usual higher price of such products contributes to the sample group
not purchasing the sustainable option. The study found utilising one’s emotions during a
purchase decision may contribute to consumers choosing the eco-friendly option. Lastly, the research discovered that when consumers use online shopping, no one in the sample group
considers packaging during their purchase decisions, therefore creates some concern and is
an area that should be explored further in future research.