Is ethical packaging the right way to go? The impact of green packaging on consumer legitimacy in cosmetics industry
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Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Informa UK Limited
Abstract
The purpose of this study is to examine and understand the impact of green packaging on consumer legitimacy through green perceived value. Data were collected from 331 customers of cosmetic products in Tanzania. The study used partial least squares structural equation modeling (PLS-SEM) to test the hypothesized relationships between the variables. The proposed research model was largely supported, and the mediating role of green perceived value in this model was confirmed. Green packaging was found to be more determinative of consumer legitimacy. Additionally, novelty-perceived green value was found to mediate the association between green packaging and consumer legitimacy. Based on the study’s findings, this study provides specific theoretical and practical implications
Description
Full article. Available at: https://www.tandfonline.com/doi/pdf/10.1080/23311886.2024.2319375
Keywords
Green packaging, Green perceived value, Consumer legitimacy, Cosmetics industry
Citation
Amani, D. (2024). Is ethical packaging the right way to go? The impact of green packaging on consumer legitimacy in cosmetics industry. Cogent Social Sciences, 10(1), 2319375.