Social Dimensions of Sustainability
What Attributes of Consumer Behaviour Play a Role
Regarding Sustainable Packaged FMCG
By
Lisanne Hoogeveen
July 2016
University of Groningen
Faculty of Business and Economics
MSc Marketing Management
Supervisor: Dr. W. Jager
External supervisor: Dr. M. Keizer
Abstract
This research paper aims to deepen the knowledge on what attributes of consumer behaviour play a role regarding the purchase of sustainable packaged FMCG. The theory of planned behaviour from Ajzen (1985) is used as a conceptual construct for this research. Within each of the aspects, a link towards the intention to purchase the sustainable packaged FMCG has been made. Research has been done on the two sustainable package products, deodorant and wine and their less sustainable packaged alternative. Data has been gathered through conducting an online survey. Within each of the two product categories two models are presented that show the link between the constructs of the theory of planned behaviour and the intention to purchase these FMCG. The key results show that several variables significantly influence the consumers’ intention. The main findings are discussed and business implications are given on how organisations can incorporate the different aspects of consumer behaviour in their strategy and how they can increase the popularity of sustainable packaged FMCG.
Keywords:
Packaging, Sustainability, FMCG, Theory of Planned Behaviour, Sustainable Packaging
Supervisor: Dr. W. Jager
External supervisor: Dr. M. Kezier
Introduction
Sustainability is an increasing necessity within society these days. If nothing changes in the current consumption pattern, the use of global resources will be quadrupled, requiring resources from two and a half planets (European Commission, 2015). According to consumers, a great problem contributing to the environmental issues is the discard packaging of products (Cox and Downing, 2007). Besides the fact that organisations play a large role in offering products with a more sustainable packaging, it is essential that consumers actually buy these products. In order to increase the sustainability of society, consumers need to change their current purchasing pattern towards purchasing more sustainable packaged products (European Commission, 2009). As mentioned by Hargreaves (2011), changing consumer behaviour can be difficult and it is essential to know the different aspects of behaviour in order to change the behaviour successfully. Therefore, this research will look at what attributes of consumer behaviour play a role regarding the purchases of sustainable packaged Fast Moving Consumer Goods (FMCG).
The growing pressure within society of becoming more sustainable results in an increase of the implementation of sustainability within the practices of organisations (Maxwell and Van der Vorst, 2003). Besides producing products that add value to the customer, products are increasingly meeting the requirements of being sustainable (Bevilacque, Ciarapica and Giachetta, 2007). Each step along the way should consider the aspects of sustainability (Barczak, Griffin and Kahn, 2008). The most effective way to increase the sustainability of products is by implementing environmental issues into the properties of the product (Birch, Hon and Short, 2012). Making the packaging of recycled materials, reducing water usage, using renewable energy and making sure the packaging of the product can be reused, can all lead to a more sustainable packaged FMCG (Russell, 2014).
For organisations it is not necessarily the challenge to produce sustainable packaged FMCG, but it is the challenge to change consumer behaviour towards purchasing these sustainable packaged FMCG. In order to change behaviour, research has to be done on which attributes of consumer behaviour play a role regarding the purchase of sustainable packaged FMCG. Therefore, this research will look at what these attributes are and how consumer behaviour can be changed. This leads to the following research question:
What attributes of consumer behaviour play a role regarding the purchase of sustainable packaged FMCG?
The remainder of this paper is structured as follows: first, a theoretical background is developed, giving an overview of the most important concepts and definitions used in this research. Second, an explanation of the research methodology will be discussed, followed by an operationalization of the concepts and variables. Then, the results of the study are presented. To finalize this paper the discussion, business implications, the limitations of this study and future recommendations for further research will be given.
Theoretical Background
In this section, the most important concepts of this research are defined and discussed. Also, an elaboration on the current research variables is made and the research model is presented.
Sustainability
The most important concept in this research is sustainability. Sustainability can be looked at from many different perspectives and has several definitions. In regards to this research, sustainability is defined as the expansion of the economy where the current generation can realise their desires without compromising the ability of generations in the future to realise their desires (The World Commission on Environmental Development, 1987). Sustainability can also be defined as the developments that are made in businesses or other communities to improve the lives of the current generation and for generations to come (Crews, 2010).
Fast Moving Consumer Goods
This research looks at FMCG, these products have been chosen because they are goods that are relatively inexpensive, purchased on a frequent basis and are consumed rapidly after purchase (Kumar and Yashwant, 2005). FMCG are products consumers are confronted with on a daily basis and require minimal purchasing effort. These products are considered as low involvement products, meaning that consumers do not broadly search for information about the brand to evaluate their characteristics. It is often a weighty decision to be made regarding which brand to buy (Kotler et al., 1996). The consumer considers a combination of product characteristics that best meets their needs (Manaktola and Jauhari, 2007). As mentioned by Dad (2012), consumers do not take a lot of time to choose between FMCG because they are being purchased habitually. Besides being habitual, certain FMCG can also be purchased repeatedly due to the fact that the consumer has a preferred choice to a certain brand. Brand loyalty and brand relationships both influence the consumers’ purchases (Oliver, 1999). FMCG are considered to be of low risk to the consumer, so when a brand meets the consumers’ standards, the consumer is easily satisfied. However, when the brand is not available, the consumer is not very committed and easily chooses a different brand (Hamiln and Wilson, 2010). Consumers spend a large part of their disposable income on FMCG, meaning that they are essential in everyday consumption (Çelen, Erdoğan and Taymaz, 2005).
Packaging
regarding low involvement products happen with minimal effort, meaning that consumers are likely to choose the product they are familiar with (Thoøgersen, Jørgensen and Sandager, 2012). The packaging allows the consumer to recognize the product, meaning that when the consumer goes through a supermarket looking for a product, they are likely to automatically choose the product they recognize through its packaging (Aday and Yener, 2014). These automatic purchase behaviours can be referred to as habits, how habits influence the purchases of FMCG will be explained later on.
Sustainable Packaging
Besides the protection and recognizable role of packaging, packaging can be improved to reduce the costs for the manufacturing organisation and it can be improved to reduce its impact on the environment (Magnier and Schoormans, 2015). Throughout all FMCG organisations, the amount of packaging used can be reduced by at least 5 per cent (McKinsey and Company, 2011). Consumers already expect a large amount of packaging to be environmentally friendly. They are demanding a reduction of the amount of packaging used and require it to be recyclable or reusable (Oliver, Vesty and Brooks, 2016).
Figure 1. Dimensions of Sustainable Packaging (James et al., 2005)
Within this research, sustainable packaging is an important construct. The definition used in this research for sustainable packaging looks at a broader perspective, containing all four key elements of the four dimensions of James et al. (2005). The packaging of a product is considered sustainable when the packaging throughout the whole lifecycle (from raw material to waste) leads to as small as possible impact on the environment (Grönman et al., 2012).
Decision-making
In regards to the research question, in order to understand the concepts of changing behaviour, it is first necessary to understand how consumers make decisions. When it comes to purchasing a product, the consumer goes through a making process. This decision-making process starts with the fact that the consumer recognizes a consumption problem that needs to be solved. This problem can be seen as the gap between the actual state the consumer is currently in and the ideal state in which the consumer would like to be regarding consumption (Bruner and Pomazal, 1998). The larger this gap, the higher the consumers’ motivation will be to solve the problem. After this problem recognition, the consumer does an internal search in their memory to recall information about brands, attributes, evaluations and experiences with potential products that could solve the problem (Abla, Hutchinson and Lynch, 1991). This internal search will reproduce several products that are in the consumers consideration set, meaning that these top-of-mind brands will be considered during the purchase decision (Wästlund et al., 2013). Once the consumer is actually in-store there are different processes for how the consumers’ decisions are established. The most common are; planned purchases, automatic processes and impulse buys. As stated by Cob and Hoyer (1986), planned purchases are deliberate decisions that are carefully thought through before going to a store. The consumer has a high intention to buy exactly that product and is not very
Effective
Efficient
unconsciously, meaning that the consumer is not knowingly aware of why or how they choose a certain product and purchase the product habitually (Martin and Morich, 2011). Impulse purchases are unplanned, quick decisions for which the consumer finds it hard to resist the specific stimuli and immediately feels a large desire for acquisition (Rood and Gardner, 1993). After the purchase of a product, the consumer forms a post-purchase evaluation in which the consumer evaluates the purchased product. This evaluation determines if the consumer is satisfied with their purchase, creating a position in their mind and will lead to a repurchase or aversion to the product or brand (He, Chen and Alden, 2015).
Theory of Planned Behaviour
In order to determine which attributes of consumer behaviour play a role regarding sustainable packaged FMCG, it is essential to determine which attributes construct consumer behaviour. A well-known theory is the theory of planned behaviour, which provides a theoretical framework that helps to systematically identify factors of consumer behaviour that influence the purchase behaviour of consumers (Arvola et al., 2008). This theory implies that after the consideration of available information, people form their behaviour. It contains attributes that can help with predicting human behaviour (Fishbein & Ajzen, 1974). Therefore, this theory will be used as a fundamental construct of this research.
Figure 2: Theory of Planned Behaviour Model
Habits
Current Research
Within the FMCG branch there are thousands of different products, ranging from dairy products to fruits and vegetables and from perfumes to liquors. Each of these product categories have different characteristics and each come with different consumers. The different products are bought to fulfil different customer goals and each have a different purpose (Fennis and Stroebe, 2015). In this research, it will not be possible to look at the whole FMCG market to see what attributes of consumer behaviour play a role in regards to the purchase of sustainable packaged FMCG. Therefore, it has been chosen to look at two specific products. The two products have been chosen because both products already have a more sustainable packaged alternative in the market, which is available to consumers and consumers are known with both products.
The first product that will be looked at in this research is deodorant. There are two kinds of deodorants consumers can purchase, a roller or a spray. In this research the deodorant spray is of interest. The deodorant spray has two kinds of packaging, one that is a normally packed spray and the alternative is the newer compressed variant. It is said that the compressed version lasts as long and works just as well as the regular version. The main advantage of the compressed product is that the packaging is smaller but it contains the same. Also, this product is more sustainable due to the fact that it requires 50 per cent less propellant, saving 16,600 tonnes of CO2 per year, and that it requires 25 per cent less aluminium in the packaging, saving 1,380 tonnes per year in the production process of these products (Compressed, 2015). Also, Unilever (Compressed, 2015) states that if all deodorants would to become compressed, the aerosol deodorant industry would reduce its carbon footprint by 25 per cent.
these wine bag-in-boxes contain high quality wines, meaning that the packaging of the product does not reduce its quality. Also, it contains 3 litres of wine, which is an equivalent to 4 bottles of wine, the packaging is less damageable and the wine is longer tenable due to the fact that the wine is not exposed to air when the consumer taps their wine. Through these more sustainable packaged wines, the carbon footprint of wine is reduced by 80 per cent (AstraPouch, 2016).
Charters, Lockshin and Unwin (1999) mention that besides the colour of the bottle, the shape of the bottle, the way of closure and the label that provides information about the wine, the consumer will evaluate all the aspects of the packaging of the product before purchasing it. Wine can only be evaluated after opening and every wine tastes differently. The packaging should provide enough information for the consumer to make the purchase decision. This means that consumers only shop with their eyes and that the packaging of the product says everything (Barber, Almanza and Donovan, 2006). Also, as mentioned by Beckert, Rössel and Schenk (2014) wine is a product of which its quality is only partially determined by materialistic characteristics, meaning that a lot of symbolic features determine its value. Wine is a product through which people can express their status by purchasing a more exclusive or expensive wine. As to the fact that the packaging of wine is extremely important, it can be expected that people are less likely to purchase the bag-in-box variant due to social aspects that are perceived with its purchase. People may find a box on the table, instead of a bottle disturbing, or they may find that it lowers their status. These aspects will be incorporated in the questionnaire to see if they play a role regarding the intention to purchase the sustainable packaged wine.
Research Model
For this research, a link between the aspects of the model of the theory of planned behaviour and the intention to purchase the two selected sustainable packaged FMCG is made. This is done to understand and draw conclusions about why some individuals purchase the sustainably packaged alternative and why some do not. Through the theory of planned behaviour, insights will be given in how organisations can influence the aspects in order to change the current behaviour of the consumer into more conscious purchasing of sustainable packaged FMCG (Ajzen, 2011).
Attitude
The attitude of the consumer consists out of the information an individual recalls from memory or out of the information received from an external source. An attitude is basically based on different associations that represent an individual’s overall evaluation towards something (Ebdring, Lehner and Mont, 2015). The attitudes of a consumer can be influenced through aspects in the environment during the shopping process, influencing the purchase decision (Dijksterhuis et al., 2005). Regarding the attitude of consumers towards sustainability, it is already known that an individual is more likely to purchase sustainable products when the individual is more environmentally concerned (Grunert and Juhl, 1995). As stated by Ajzen (1991) an individuals’ intention will be stronger if the attitude towards behaviour is more favourable. Therefore, it can be expected that consumers that have a more positive attitude towards purchasing deodorant and wine, will have a higher intention to purchase the sustainable packaged FMCG.
H1: Positive attitudes towards the FMCG will positively influence the intention towards the behaviour of purchasing the sustainable packaged FMCG
Subjective norms
social norms towards purchasing deodorant and wine are, the more likely the individual is to engage in purchasing the sustainable packaged FMCG. So, it can be said that there will be a positive relationship between the subjective norms and the intention.
H2: Positive subjective norms on FMCG will positively influence the intention towards the behaviour of purchasing the sustainable packaged FMCG
Perceived behavioural control
Perceived behavioural control contains an individuals’ belief that they are confident and capable enough to perform certain behaviour. Even though an individuals’ belief can be high, creating a high intention to perform certain behaviour, the individual may be hindered to perform this behaviour due to the lack of availability of the good (Vermeir and Verbeke, 2006). Consumers tend to have a positive attitude towards sustainable initiatives but as mentioned by Robinson and Smith (2002) they lack the knowledge to actually engage in purchasing sustainable products. This means that consumers are not confident enough to perform the behaviour, causing the intention to engage in the behaviour to decease. In contrast, Ajzen and Madden (1986) state that if the individual is convinced that they are capable to perform certain behaviour, the intention to that specific behaviour will increase. Therefore, it can be expected that when individuals experience a higher perceived behavioural control towards purchasing deodorant and wine, the intention to engage in purchasing the sustainable packaged FMCG will be higher. So, it can be said that there will be a positive relationship between the perceived behavioural control and the intention.
H3: A higher perceived behavioural control on FMCG will positively influence the intention towards the behaviour of purchasing sustainable packaged FMCG
Intention
more time consuming and a lot more difficult (Fennis and Stroebe, 2015). Therefore, this research will only be measuring the intention of an individual towards performing certain behaviour.
Habits
It is essential to include the habits of consumers in the model of this research because they play a large role when it comes to purchasing FMCG. Habits are automated responses to certain cues to obtain a desired goal and can occur in any situation (Verplanken and Aarts, 1999). As mentioned by Neal, Wood and Quinn (2006) it is essential to break through the automated behaviour in order to change a habit. They also state that the stronger the habit of an individual is, the more difficult it is to break through the habit. Regarding the intention to purchase the sustainable packaged FMCG, habits influence the willingness of an individual to change their behaviour. Therefore, habits can be used as a predictor of the intention towards purchasing the sustainable packaged FMCG. It is expected that the stronger the habit, the less willing the individual will be to change their behaviour, so the lower the intention to purchase the sustainable packaged FMCG will be.
Age
Looking at the age of consumers and sustainable purchasing behaviour, different researches give different results. As mentioned by Gilg, Barr and Ford (2005) older consumers are more likely to purchase sustainable products due to the fact that they have a higher spendable income. In contrast, as Spero and Stone (2004) state, younger people are more likely to try new products and to comply with buying trending products in the market. Both products are sustainable and new in the market and it is expected that all ages are familiar with both the products. Therefore, it is expected that differences in age will not result in a difference in the intention towards purchasing the sustainable packaged FMCG.
Gender
purchase decision, it is expected that the differences in gender will not influence the intention towards purchasing the sustainable packaged FMCG.
These variables lead to two research models for this research. The first model contains the independent variables that measure the attitude, subjective norms and perceived behavioural control of the individual towards the intention to purchase the sustainable packaged FMCG. The second model shows the variables measuring the attitude, subjective norms and perceived behavioural control and includes the control variables habit, age and gender of the individuals to demonstrate the influence on the intention to purchase the sustainable packaged FMCG. Both models are shown below.
Research Method
The following section will discuss the research method consists out of the research design, research setting and the operationalization of the concepts and variables. The method of data collection is discussed. Also some facts found regarding both researches are given, followed by a section on the sample of this research.
Research Design
For this research, data will be collected through a quantitative research design. In quantitative research the aim is to determine the relationship between one thing and another. This research will only look at a descriptive quantitative research design, meaning that subjects are only measured once and that this will lead to associations between the used variables (Hopkins, 2008). A major advantage of doing quantitative research is that it is an empirical research that can look into a social phenomenon by testing a theory. This theory should consist out of numeric measurable variables, which then can be interpreted by running different statistical analyses in order to see if the theory explains or predicts the phenomenon of interest (Yilmaz, 2013). When doing a quantitative research it is essential to make sure that the measurement is reliable, valid and generalizable and that there is a clear prediction of cause and effect (Cassell and Symon, 1994). For this research, quantitative research has to be implemented because limited research has been done on if consumers are actually aware of sustainable packaged FMCG. Through gathering this data, an advice can be given about what attributes of consumer behaviour play a role regarding the intention to purchase sustainable packaged FMCG.
Research Setting
individuals conscious sustainable purchasing behaviour. The questions are given below. On a 1 to 7 point Likert scale, respondents had to answer the question in extent to which they agreed or disagreed with the statements, measuring sustainable vs. non-sustainable behaviour. Through these questions, it can be seen how environmentally aware the individual is and conclusions can be drawn on if consumers actually implement being sustainably aware in their purchasing behaviour.
Sustainable awareness
I see myself as sustainably aware I care about sustainable products
I sometimes worry about the current situation of our environment It makes no sense to worry about the environment, I can’t do anything to change it
Sustainable purchasing behaviour
If a product has a damaging impact on the environment, I will not buy it
When I buy a product in the supermarket, I always check how sustainable the product is
I have convinced my family to not buy any products that can be harmful to our environment
I will not buy any products from an organisation for which I know that they sell their products through an environmentally irresponsible manner
Table 1: Overview of questions measuring sustainable awareness of the consumer
Habit I always purchase the same deodorant Attitude
I have a positive attitude towards purchasing deodorant I like to vary in the types of deodorant I purchase
I think the compressed deodorant is more sustainable, and it therefore is better for the environment
Subjective norms
I talk with friends about which type of deodorant I purchase The deodorant I purchase, my friends buy too
I decide which deodorant I purchase Perceived
behavioural intention
I can chose between normal spray deodorant and the compressed version in my supermarket
I do not know where I can buy the compressed deodorant
It costs less effort to buy a normal deodorant spray than to buy the compressed deodorant
Intention
I plan to purchase the compressed deodorant next time
Because I think the compressed deodorant is better for the environment, I plan to purchase this product more often
My intention to buy the compressed deodorant is small
Table 2: Overview of which question measures which element regarding the purchase of deodorant
Looking at the elements of behaviour to purchase wine, two extra constructs have been added, namely social aspects and quality perception. These two elements have been added because it is believed that social aspects and quality perceptions regarding the bag-in-box wine can influence the intention of the consumer to purchase the product. The questions measuring the purchase behaviour regarding wine are given below.
Habit
I always purchase the same wine
The wine I purchase always has the same packaging (bottle or bag-in-box)
I often vary in the type of packaging when I buy wine Attitude
I am a real wine lover
I am a more experienced wine drinker
I have a positive attitude towards purchasing wine
I would like to purchase a different kind of packaged wine than I am used to
I think the bag-in-box packaged wine is more sustainable and therefore it is better for the environment
Subjective norms
My friends influence the type of wine I purchase
For my friends, I prefer to pour wine out of a bottle rather than a bag-in-box
The type of packaging the wine I have, my friends buy too I decide which wine I purchase
Perceived behavioural intention
In my supermarket I can choose between wine in a bottle and wine in a bag-inbox
I do not know where to buy a bag-in-box wine
It costs less effort to buy wine in a bottle than to buy wine in a bag-in-box
The range in the types of bag-in-box wines in my supermarket is very large
The range in types of wines in a bottle in my supermarket is very large
Intention
I plan to purchase a bag-in-box wine next time
Because I think the bag-in-box packaged wine is better for the environment, I plan to purchase this product more often
My intention to buy the bag-in-box wine is small
Social aspects
I consciously do not purchase the bag-in-box wine because I think it looks unsociable
I find the bag-in-box wine handy for when large groups of people visit me
My friends do not think it is welcoming if there is a bag-in-box wine on the table.
Quality perception
I think that the quality of a bag-in-box wine is worse than the quality of the wine in a bottle
I think that the bag-in-box wine has a longer expiration date than wine in a bottle
Table 3: Overview of which questions measures which element regarding the purchase of wine
Operationalization of Concepts and Variables Regarding Deodorant
Intention
In this research, intention can be seen as the dependent variable. The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct intention:
• I plan to purchase the compressed deodorant next time
• Because I think the compressed deodorant is better for the environment, I plan to purchase this product more often
• My intention to buy the compressed deodorant is small
To make sure the questions measure on the same scale, the last question has been recoded so that the value matches the other questions. The Cronbach’s alpha for intention measures: 0.841. This is sufficient, so the separate questions can be taken together to create a new variable measuring the intention to purchase sustainable packaged deodorant.
Attitude
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct attitude:
• I have positive a attitude towards purchasing deodorant (positivity) • I like to vary in the types of deodorant I purchase (variation)
• I think the compressed deodorant is more sustainable, and it therefore is better for the environment (sustainability)
The Cronbach’s alpha for attitude measures: 0.160. This is extremely low, so the questions will be taken into the model as separate beliefs.
Subjective norms
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct subjective norms:
• I talk with friends about which type of deodorant I purchase (communication) • The deodorant I purchase, my friends buy too (friends)
• I decide which deodorant I purchase (decision)
decision is deleted. Therefore, the new variable of subjective norms will be created without taking the last question into consideration.
Perceived behavioural control
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct perceived behavioural control:
• I can chose between normal spray deodorant and the compressed version in my supermarket (choice)
• I do not know where I can buy the compressed deodorant (place)
• It costs less effort to buy a normal deodorant spray than to buy the compressed deodorant (effort)
The second and third questions have been recoded in order to make sure that they measure along the same scale as the other question. The Cronbach’s alpha for perceived behavioural control measures: 0.768. The Cronbach’s alpha increases to 0.822 if the variable effort is deleted. Therefore, the new variable of perceived behavioural control will be created without taking the last question into consideration.
Operationalization of Concepts and Variables Regarding Wine
The same will be done for each of the variables regarding the intention to purchase wine. Tables giving a full overview of the output can be found in appendix 3.
Intention
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct intention:
• I plan to purchase a bag-in-box wine next time (future)
• Because I think the bag-in-box packaged wine is better for the environment, I plan to purchase this product more often (environment)
• My intention to buy the bag-in-box wine is small (intention)
Attitude
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct attitude:
• I am a real wine lover (love)
• I am a more experienced wine drinker (experience)
• I have a positive attitude towards purchasing wine (positivity)
• I would like to purchase a different kind of packaged wine than I am used to (variation)
• I think the bag-in-box packaged wine is more sustainable and therefore it is better for the environment (sustainability)
The Cronbach’s alpha for attitude measures: 0.621, this is not sufficient. The item-total statistics show that the Cronbach’s alpha does not exceed 0.7, so the questions will be taken into the model as separate beliefs.
Subjective Norms
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct subjective norms:
• My friends influence the type of wine I purchase (influence)
• For my friends, I prefer to pour wine out of a bottle rather than a bag-in-box (pouring) • The type of packaging the wine I have, my friends buy too (packaging)
• I decide which wine I purchase (decision)
• If my friends see that I purchase the bag-in-box wine, I am embarrassed (embarrassing)
The fourth question has been recoded to make sure that it measures on the same scale as the other questions. The Cronbach’s alpha for subjective norms measures: 0.573, this is relatively low so the questions will be taken into the model as separate beliefs.
Social Aspects
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct social aspects:
• I consciously do not purchase the bag-in-box wine because I think it looks unsociable (unsociable)
• My friends do not think it is welcoming if there is a bag-in-box wine on the table (welcoming)
The first and last questions have been recoded so that they measure on the same scale as the other question. The Cronbach’s alpha for social aspects measures: 0.333, this is extremely low so the questions will be taken into the model as separate beliefs
Quality perception
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct quality perception:
• I think that the quality of a bag-in-box wine is worse than the quality of the wine in a bottle (quality)
• I think that the bag-in-box wine has a longer expiration date than wine in a bottle (expire)
The first has been recoded so that it measures on the same scale as the other question. The Cronbach’s alpha for quality perception measures: 0.333, this is extremely low so the questions will be taken into the model as separate beliefs.
Perceived behavioural control
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct perceived behavioural control:
• In my supermarket I can choose between wine in a bottle and wine in a bag-inbox (choice)
• I do not know where to buy a bag-in-box wine (location)
• It costs less effort to buy wine in a bottle that to buy wine in a bag-in-box (effort) • The range in the types of bag-in-box wines in my supermarket is very big (bag-in-box) • The range in types of wines in a bottle in my supermarket is very big (bottle)
Habits
The Cronbach’s alpha for the following questions is measured to see if they can be combined to measure the construct habit:
• I always purchase the same wine (purchasing)
• The wine I purchase always has the same packaging (bottle or bag-in-box) (same) • I often vary in the type of packaging when I buy wine (variation)
The last question has been recoded to ensure that it measure on the same scale as the other two questions. The Cronbach’s alpha for habits measures: 0.534, which is relatively low so the question will be taking into the model as separate beliefs.
Data Collection
Data will be collected through conducting an online survey, The online survey is aiming to measure the different concepts of the research model. The questions in the survey are composed of multi-item measurement constructs and were based on a seven-point Likert scale. The online questionnaires have been collected through Qualtrics, an online platform through which researchers can conduct quantitative or qualitative research to collect data (Benton, Pappas and Pappas, 2011). The questionnaire for this survey can be found in appendix one. As can be seen, the questionnaire has been divided into three parts. The first part regards the consumers’ awareness of sustainability, the second part encloses the intention to purchase deodorant and the last part refers to the intention to purchase wine. Within each of these parts there are several questions that represent the different variables of the theory of planned behaviour. In order to make sure that what people have answered represents their situation, they have to answer similar questions regarding one element.
Sample
Due to the fact that this research uses an online survey for respondents to fill in to gather data, a non-probability sampling technique has been used (Schillewaert, Langerak and Duhamel, 1998). The non-probability technique that has been used is the convenience sampling technique. As stated by Marshall (1996) the convenience sampling technique allows a researcher to use the most accessible subjects as respondents and requires the least amount of money, time and effort. Due to the open access of the link to the survey online, the snowballing effect has to be incorporated. The snowballing effect occurs when the respondents that have been approached by the researcher, approach people in their network to participate in the research and they then approach their friends and so on (Noy, 2008). In this research, the snowballing effect occurred due to the fact that the respondents sent the survey on to their friends and they then sent it to their friends, increasing the network in which the survey has been distributed.
Facts Found Regarding Deodorant
Out of all the respondents, 98,4% of them answered that they sometimes buy deodorant, with an average of 4,6 deodorant units per 6 months. Below, an overview is given of the results regarding the type of deodorant respondents purchase with the frequencies of the responses. It is noticeable that the average between non-compressed and compressed is 4,83, meaning that respondents are still more likely to purchase the non-compressed deodorant spray than the compressed deodorant spray.
Question N. Resp. Mean 1 2 3 4 5 6 7
I always buy the same deodorant
(1 agree, 7 disagree)
120 4.79 7 18 11 10 18 23 33
Do you buy roll-on deodorant or spay? (1 roll-on, 7 spray)
120 5.16 17 10 2 15 3 10 63
If you buy spray, do you buy compressed or
non-compressed?
(1 compressed, 7 normal)
101 4.83 7 8 12 19 11 10 34
Table 4: Overview frequencies of responses regarding purchasing deodorant
All respondents answered the question on which attributes they find important when purchasing deodorant. The results in table 5 show that the scent of the deodorant is the most important attribute according to them. The effectiveness of the product is second most important, followed by the brand and the price of the product. In addition, the ease-of-use of the packaging has an average of 4.38, meaning that people still find this quite important. It is remarkable is that the size of packaging has an average of 3.48, meaning that people do not find it totally unimportant but that they also do no find it highly important. The size of the compressed deodorant is considerably smaller than the normal spray deodorant, so it can be said that what kind of size the product has is not as important as other aspects, for example scent. The ingredients of the product scored the lowest meaning that people do not find this important. Mean Std. Deviation Price 4.60 1.61 Scent 6.03 1.38 Size of packaging 3.48 1.68 Ease-of-use packaging 4.38 1.73 Attractiveness of packaging 3.64 1.70 Packaging appearance 3.60 1.68 Brand 4.99 1.68 Effectiveness 5.97 1.50 Ingredients 2.85 1.71
Facts Found Regarding Wine
Within the 122 respondents of the survey, 99,2% of them answered that they sometimes buy wine, with an average of purchasing 2,02 litres of wine per week. Within this 99,2%, 110 respondents state that they always purchase wine in a bottle. None of the respondents have said to always buy the bag-in-box packaged wine. The mean of the types of wine people purchase is 1.15 meaning that the respondents are highly likely to purchase wine in a bottle rather than a bag-in-box.
Question N. Resp. Mean 1 2 3 4 5 6 7
Do you buy wine in a bottle or box? (1 bottle, 7
bag-in-box)
120 1.15 110 5 2 3 0 0 0
I always buy the same wine
(1 agree, 7 disagree)
120 2.67 36 30 19 17 11 5 2
The wine I buy always has the same packaging (bag-in-box or bottle) (1 agree, 7 disagree)
120 5.69 9 4 2 5 3 22 75
I vary in the types of
packaging of the wine I buy
(1 agree, 7 disagree)
120 2.52 60 22 7 5 8 9 9
Table 6: Overview frequencies of responses regarding purchasing wine
Looking at the results of the different aspects that play a role when purchasing wine, the respondents have indicated that the smell/taste of the wine is the most important aspect, closely followed by the price of the product. The ingredients, the attractiveness of the packaging and the brand of the product are also considered as important when it comes to purchasing wine. What is noticeable is that the size of the packaging has an average of 3.18; this shows that respondents see the size of the packaging as not very important. The level of sustainability and ease-of-use of the packaging did not score as high, meaning that the respondents did not find this as important compared to the other aspects.
Mean Std. Deviation Price 5.52 1.126 Scent/taste 6.02 1.384 Size of packaging 3.18 1.696 Ease-of-use packaging 3.53 1.874 Attractiveness of packaging 4.53 1.675 Sustainability 3.32 1.512 Brand 4.31 1.767 Ingredients 4.62 1.557 Origin 5.00 1.528
Social aspects
The social aspects that play a role when purchasing wine also play a role. The question referring to ‘I consciously do not purchase the bag-in-box wine because I think it looks unsociable’ has an average of 4.86, on a scale from 1 – disagree to 7 – fully agree. This is relatively high so people really take the unsociable aspect of a bag-in-box packaged wine into consideration when purchasing wine. The questions regarding ‘I find the bag-in-box wine handy for when large groups of people visit me’ and ‘my friends do not think it is welcoming if there is a bag-in-box wine on the table’ both have the same average of 3.63.
Quality Perception
Results
In this section the results of the gathered data of the two separate researches will be discussed by testing the hypotheses. The results for each research will be presented in two different models. First, a model containing the main aspects influencing intention and second, a model containing these aspects and the control variables.
Sustainability
Below, the results are given of the questions that measured the importance of sustainability to the consumer. It comes forward that the respondents scored higher on the questions regarding consciousness about sustainability than the questions regarding their sustainable purchasing behaviour. Therefore, it can be said that the respondents are consciously thinking about sustainability but that they have not yet implemented this in their actual purchasing behaviour.
Mean Std. Deviation
Sustainable awareness 4.56 1.09
- I see myself as sustainably aware 4.12 1.32
- I care about sustainable products 4.25 1.39
- I sometimes worry about the current situation of our environment
4.82 1.40
- It makes no sense to worry about the environment, I can’t do anything to change it
2.96 1.62
Sustainable purchasing behaviour 2.98 1.11
- If a product has a damaging impact on the environment, I will not buy it
3.48 1.35
- When I buy a product in the supermarket, I always check how sustainable the product is
2.77 1.47
- I have convinced my family to not buy any products that can be harmful to our environment
2.41 1.44
- I will not buy any products from an organisation for which I know that they sell their products through an environmentally irresponsible manner
3.26 1.40
Table 8: Results overall sustainability of respondents (1 disagree – 7 agree)
Testing the models of Deodorant
effects is significant, namely the variable sustainable (β = 0.279, p < 0.01). The effect is positive, meaning that the more the individual thinks that the compressed deodorant is better for the environment, the higher their intention will be to purchase the sustainable packaged FMCG. The fact that the other variables are not significant means that there was no significant effect to be found between the variables and the intention to purchase the sustainable packaged FMCG. These variables do however add value to the adjusted r2 and help predict the consumers’ intention to purchase the sustainable packaged FMCG.
Variables β t Constant Constant 1.020 1.034 Attitude Positivity -0.038 -0.288 Variation 0.054 0.594 Sustainability 0.279 3.104** Subjective Norms 0.164 1.542 Perceived Behavioural Control 0.232 1.808 Adj. R2 =0.142** *p<0.05. **p<0.01
Table 9: Linear regression analysis deodorant
A second linear regression analysis has been done, in which the control variables have been added to the model. The results are shown in table 10. By adding the control variables, the model shows that the adjusted r2 value has increased to a value of 0.167. Which means that the model has become a better predictor for the consumers’ intention to purchase the sustainable packaged FMCG. The model also shows that the β for the variable sustainability has increased (β = 0.296), meaning that the significant positive relationship between the variable sustainability and the intention to purchase the sustainable packaged FMCG has become stronger. Variables β t Constant -0.247 -0.203 Attitude Positivity -0.089 -0.675 Variation 0.033 0.309 Sustainability 0.296 3.302** Subjective norms 0.194 1.832 Perceived Behavioural Control 0.245 1.836 Habit 0.004 0.039 Age 0.025 1.975 Gender 0.394 1.138 Adj. R2 =0.167** *p<0.05. **p<0.01
Testing the models of Wine
As done with the deodorant, the same will be done for wine. Two linear regression analyses have been done. First, table 11 shows the results of the relation between the independent variables and the intention of the individual to purchase the sustainable packaged FMCG. The model has an r2 value of 0.485, meaning that the model is good at predicting the intention of the consumer and the model is highly significant with a value of 0.00. The model shows five significant effects.
The first significant effect shows a positive relationship between the variable variation and the intention to purchase the sustainable packaged FMCG (β = 0.138 p < 0.05). This means that the more the individual would like to purchase a different kind of packaged wine than that they are used to, the higher the intention of the individual will be to purchase the sustainable packaged FMCG.
The second significant effect refers to the variable sustainability (β = 0.138 p < 0.01). The effect is positive, which means that the more the individual thinks that the bag-in-box wine is better for the environment, the higher their intention will be to purchase the sustainable packaged FMCG.
The third significant effect is also positive and refers to the variable decision (β = 0.299 p < 0.01). This relationship indicates that the if the ability for the individual to decide which wine they will purchase increases, the intention to purchase the sustainable packaged wine will also increase.
The fourth significant effect regards the variable groups (β = 0.164 p < 0.01). This variable refers to the fact that the individual finds the bag-in-box packaged wine handy for when large groups come over. The relationship is positive, meaning that if the individual has groups coming over, they are more likely to have the intention to purchase the sustainable bag-in-box wine.
bag-in-box wine has a longer expiration date compared to the wine in a bottle, the higher the intention to purchase the sustainable packaged wine will be.
The fact that the other variables are not significant does not mean that they do not mean anything. As with the models of deodorant, it means that no significant effect was found between the remaining variables and the intention to purchase the sustainable packaged FMCG. These variables do however add value to the adjusted r2 and help predict the consumers’ intention to purchase the sustainable packaged FMCG.
Variables β t Constant Constant -0.231 -0.242 Attitude Love 0.001 0.990 Experience 0.077 1.038 Positivity -0.170 -1.250 Variation 0.138 2.149* Sustainability 0.172 2.881** Subjective Norms Influence -0.048 -0.766 Pouring -0.014 -0.211 Packaging 0.009 0.154 Decision 0.299 2.927** Embarrassing -0.046 -0.719 Social Aspects Unsociable -0.022 -0.318 Groups 0.164 2.815** Welcoming 0.062 1.002 Quality Perception Quality 0.050 0.952 Expire 0.116 2.306* Perceived Behavioural Control Choice -0.015 -0.246 Location 0.054 0.983 Effort -0.009 -0.156 Bag-in-Box 0.051 0.566 Bottle 0.075 1.022 Adj. R2 =0.458** *p<0.05. **p<0.01
Table 11: Linear regression analysis wine
Again, a second linear regression analysis has been performed where the control variables habit, age and gender have been added to the model. The results are shown below in table 12. In this new model, the results show that the value of the adjusted r2
relationship between the variables and the intention to purchase the sustainable packaged FMCG have become weaker. In contrast, the value for β for the variable expire has increased. This means that the relationship between this variable and the intention to purchase the sustainable packaged FMCG has become stronger.
Looking at the added control variables, there is one significant relationship regarding the variable same. The relationship is negative (β = -0.150, p < 0.05) which means that the stronger the habit of the individual to always purchase wine in the same type of packaging, the lower the intention of the individual will be to purchase the sustainable packaged FMCG.
Variables β t Constant Constant 0.850 0.742 Attitude Love 0.018 0.173 Experience 0.069 0.853 Positivity -0.155 -1.100 Variation 0.133 2.033* Sustainability 0.167 2.795** Subjective Norms Influence -0.19 -0.284 Pouring 0.002 0.023 Packaging -0.017 -0.292 Decision 0.285 2.771** Embarrassing -0.058 -0.890 Social Aspects Unsociable -0.042 -0.612 Groups 0.147 2.513* Welcoming 0.091 1.412 Quality Perception Quality 0.045 0.839 Expire 0.133 2.569* Perceived Behavioural Control Choice -0.007 -0.110 Location 0.038 0.672 Effort 0.003 0.044 Bag-in-Box 0.042 0.457 Bottle 0.033 0.435 Habit Purchasing 0.006 0.105 Same -0.150 -2.236* Variation 0.045 0.720 Age -0.003 -0.297 Gender -0.248 -1.209 Adj. R2 =0.472** *p<0.05. **p<0.01
Discussion
In this section the results of the two separate researches regarding the purchase of deodorant and the purchase of wine will be taken together and will be discussed. Interpretations will be made, the hypotheses will be evaluated and conclusions will be drawn. Also, a reflection of this research is presented stating the limitations, followed by recommendations for further research.
Overall sustainability within society
As mentioned by Gild, Barr and Ford (2005) society is increasingly becoming more aware of the importance of sustainability. The results of this research show that within the respondents, the questions regarding sustainable awareness scored higher than the questions measuring sustainable purchasing behaviour. This means that there is still a gap between knowing sustainability is important and implementing sustainability in actual purchasing behaviour. This is in accordance with the Sustainable Consumption Roundtable (2006) who mention that it is still a challenge for organisations to change the current purchasing pattern of consumers regarding sustainable packaging. So, although consumers say they are environmentally aware, this is not yet to be seen in their purchase behaviour.
Purchases deodorant compared to wine
Looking at the size and ease-of-use of the packaging it is noticeable is that the respondents rated the importance of the size of the packaging of deodorant higher than the importance of the size of packaging of wine. Also, they find the ease-of-use of the packaging more important regarding deodorant than wine. This can be explained by the fact that deodorant is a product consumers like to take with them and the fact that deodorant is a product that most consumers use on a daily basis. This can explain why people are more likely to purchase the smaller compressed deodorant, which requires less space in a bag compared to the normal deodorant spray. This can also explain why people are tending to purchase the smaller wine bottle than the larger bag-in-box wine. People are more unfamiliar with a bag-in-box meaning that they are not aware of the ease-of-use of the product, this can also explain why people prefer to purchase a bottled wine.
Attitude towards purchasing sustainable packaged FMCG
The results from both researches regarding the purchase of the sustainable packaged deodorant and the sustainable packaged wine both showed that there is a positive relationship relation between the variable sustainability and intention to purchase the sustainable packaged FMCG. This shows that the more the individual thinks that the product is better for the environment, the higher their intention will be to purchase the sustainable packaged FMCG. Also, in the model regarding wine, there is a positive relation between the variable variation and intention. Although not all the different aspects of attitude in the model have a significant effect on intention, some effects do show that positive attitudes towards the FMCG will positively influence the intention towards the behaviour of purchasing the sustainable packaged FMCG (H1).
Subjective norms towards purchasing sustainable packaged FMCG
Perceived behavioural control towards purchasing sustainable packaged FMCG
Neither of the research models of deodorant and wine showed a significant relationship between the variables of perceived behavioural control and the intention to purchase the sustainable packaged FMCG. Therefore, there is no significant evidence to accept the H0 hypotheses and it cannot be said that a higher perceived behavioural control on FMCG will positively influence the intention towards the behaviour of purchasing sustainable packaged FMCG (H3).
Control variables
The research model of deodorant did not show any significant relations between the control variables and the intention to purchase the sustainable packaged FMCG. However, the model regarding wine did. There is as significant negative relation between the variable same and the intention to purchase the sustainable packaged wine, meaning that stronger the habit to always purchase wine in the same type of packaging, the lower the intention of the individual will be to purchase the sustainable packaged FMCG. This shows that there is a negative relation between habits and intention. There are no significant effects measured between age and gender and the intention to purchase the sustainable packaged FMCG.
Business Implications
The second finding refers to the fact that the more the individual would like to purchase a different kind of packaged product than that they are used to, the higher the intention of the individual is to purchase the sustainable packaged FMCG. This is interesting for organisations to keep in mind because it implies that consumers are willing to change their current purchasing behaviour.
The third finding in this research refers to the variable decision, which regards the subjective norms that can influence the intention to purchase the sustainable packaged FMCG. Although this is the only significant relation found in this research on subjective norms, organisations have quite some power to influence these norms. As mentioned by Armitage and Conner (2014), if society approves of certain behaviour, an individual will be more likely to perform that behaviour. Therefore, it is important that organisations initiate the acceptance of the sustainable packaged products. The results show that the bag-in-box wine is not as well known as the compressed deodorant. Society has already formed their norms about the compressed deodorant and the product is accepted because people purchase it. Regarding the bag-in-box wine, it is important for organisations to investigate if the norm has already been set. If the norm has not been set by society, it is easy to influence the consumer perceptions through a strong marketing campaign. In this research, several set norms for the bag-in-box wine come forward. Firstly, consumers think that the quality of the bag-in-box wine is less than wine in a bottle. Secondly, there is a significant relationship that implies that if the individual has groups coming over, they are more likely to have the intention to purchase the sustainable bag-in-box wine. There is another significant relationship, which shows that the more an individual thinks that the bag-in-box wine has a longer expiration date compared to the wine in a bottle, the higher the intention to purchase the sustainable packaged wine will be. However, the bag-in-box wine is still lagging behind in sales. Therefore, it is essential to create a marketing campaign that contradicts the low quality perception of the product and enhances the existing positive subject norms, which will increase the intention to purchase the product. This can be done for example by creating a high-class unique designed bag-in-box containing a high quality wine for a fine price, this will clearly distinguish the bag-in-box wine from its previous negative associations and it will set a positive norm for the product.
ability to perform certain behaviour. Organisations can however anticipate on the perceived behavioural control of consumers. By making sure the product is available to the consumer can influence this. If the product is not available, consumers will not be able to believe that they can perform the behaviour to purchase the product. So when entering a new sustainable packaged product into the market, organisations have to make sure that the purchasing behaviour is not limited by the fact that the product is not available to the customer in a general store.
The last finding in this research concerns the negative relationship that implies the stronger the habit to always purchase wine in the same type of packaging, the lower the intention of the individual will be to purchase the sustainable packaged FMCG. As Wood and Neal (2009) state, habits of consumers are difficult to change. Organisations should incorporate the presence of habits in order to encourage change. A small alternation within an aspect of routine in the consumers’ behaviour can be sufficient to change the behaviour.
To answer the main research question; the attitude, the subjective norms and the perceived behavioural control all influence the intention towards purchasing sustainable packaged FMCG. Habits also play a large role when it comes to purchasing FMCG and they are hard to break. Organisations wanting to launch more sustainable packaged FMCG should consider the attributes of consumer behaviour and try to incorporate them when designing their marketing strategy. Sustainability is an understanding within society and consumers are increasingly becoming aware of its importance. Yet, this is not to be seen in their purchasing behaviour at the moment. Some sustainable packaged products are further in the phases of acceptance by society than others, and it will take some time before a new launched sustainable packaged product will find its way in the market.
the consumers’ willingness to change their habitual purchases and create a willingness to try the more sustainable packaged product.
Reflection
This research gives important insights in the different attributes of consumer behaviour in regards to the intention to purchase the considered sustainable packaged FMCG. It can be used as a source of information for organisations that want to launch a new sustainable packaged FMCG into the market. This research gives an advice on what attributes of consumer behaviour should be taken into account and gives implications on how to influence these attributes. Organisations can use this research as a source of inspiration and a guideline on how to influence the consumers’ intention to purchase sustainable packaged FMCG.
A strength to this research is that it maintains a clear structure holding on to the theory of planned behaviour, making it easier to recognize the main fundamentals and variables related to each of the aspects. This research also gives strong examples of how organisations can influence the different aspects and implement them in their own business operations. In addition, keeping the two products separately in the research and giving two research models for each product, gives a structured overview of the results. This also generates a good comparison between the two products and well-defined conclusions can be made.
A large limitation to this research is that several questions belonging to the different constructs of the theory of planned behaviour could not be added together to create a new variable, based on the values of their Cronbach’s alpha’s. This can be explained by the fact that the questions in the survey might not have accurately measured the different variables in the way that they were meant to be measured. In addition, the respondents might have interpreted some questions in the wrong way, which could be the reason why several variables were not significant. An advice for future research is to first do a pilot study in which the variables can be tested to see if they significantly measure the different constructs in the model. This could result in more reliable and interesting results.
snowballing effect that occurred by using a convenience sampling technique to gather the data. However, in this research, no significant relations came forward between age and gender and the intention to purchase sustainable packaged FMCG. Nevertheless, having a more equally distributed sample could have led to better results for this research.
A recommendation for future research is to go a step further than this research. This research only examines the intention of consumers to purchase sustainable packaged FMCG. It would be very exciting if actual purchasing behaviour regarding sustainable packaged FMCG could be measured. This would give more in-depth insights in how accepted sustainable packaged FMCG are in the market at the moment and could give a more precise advise to organisations that want to increase the sustainability of the packaging of their product offerings.
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