Analysis of intention to purchase environmentally friendly packaging in the city of Ribeirão Preto, Brazil

Guilherme José Aguilar; Alan Maicon de Oliveira; Delia Rita Tapia-Blácido

doi:10.5585/2025.25553

Authors

Guilherme José Aguilar Universidade de São Paulo (USP), Ribeirão Preto, SP, Brazil https://orcid.org/0000-0001-7236-2682
Alan Maicon de Oliveira Universidade de São Paulo (USP), Ribeirão Preto, SP, Brazil https://orcid.org/0000-0002-3880-0287
Delia Rita Tapia-Blácido Universidade de São Paulo (USP), Ribeirão Preto, SP, Brazil https://orcid.org/0000-0002-8447-0311

DOI:

https://doi.org/10.5585/2025.25553

Keywords:

purchase intention, sustainable, ecological, packaging, Brazil

Abstract

Objective: To evaluate consumers' intention to purchase biopackaging in the city of Ribeirão Preto, State of São Paulo, Brazil.

Methodology: Structural equation modeling was assessed by applying a questionnaire to citizens in Ribeirão Preto. The constructs Personal Norms, Attitude, Environmental Concern, and Willingness to Pay were correlated with the construct Purchase Intention, and the structural model was analyzed.

Originality/Relevance: This study stands out for its originality in investigating how certain factors affect consumers’ intention to purchase environmentally friendly packaging in Ribeirão Preto as a specific case study in Brazil. Given that few studies have addressed such topic in this country, the study aims to contribute to the research field significantly.

Results: All the constructs positively influenced the construct Purchase Intention, but Environmental Concern and Personal Norms were the strongest predictors of this intention (standardized regression coefficients of 0.821 and 0.818, respectively; p ≤ 0.01).

Social/Management Contributions: Broader ecological awareness is promoted within the society when companies are encouraged to develop new biodegradable and environmentally friendly packaging that meets consumers' needs and considers environmental demands. In the management context, emphasizing how the constructs positively influence purchase intention highlights specific areas on which organizations can focus when they develop and market sustainable packaging. It is hoped that the study will encourage companies to embrace sustainable development and to align their products with the consumers’ growing expectations about sustainability, green consumption, and social and ecological responsibility.

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Author Biographies

Guilherme José Aguilar, Universidade de São Paulo (USP), Ribeirão Preto, SP, Brazil

Has a degree in Chemistry with a specialization in Technological Chemistry, Biotechnology, and Agroindustry, and a Master's degree in Sciences from the University of São Paulo (2016 and 2019). Currently, he is a Ph.D. candidate at the University of São Paulo in Ribeirão Preto. He has experience in the field of Chemistry with an emphasis on biodegradable materials, natural source materials, and sustainability.

Alan Maicon de Oliveira, Universidade de São Paulo (USP), Ribeirão Preto, SP, Brazil

Holds a Bachelor's degree in Pharmacy (2011), a specialization in Clinical Pharmacy and Pharmaceutical Care (2014), a Master's degree (2018), and a PhD in Pharmaceutical Sciences (2024). Clinical and hospital pharmacist, researcher in the areas of healthcare safety and quality management, environmental health, risk management, healthcare services administration, occupational health, health technology, patient safety, pharmaceutical care, and pharmacovigilance.

Delia Rita Tapia-Blácido, Universidade de São Paulo (USP), Ribeirão Preto, SP, Brazil

She holds a degree in Agroindustrial Engineering from Universidad Nacional del Santa, a Master’s degree in Food Engineering from the State University of Campinas (2003), a Ph.D. in Food Engineering from the State University of Campinas (2006), and a postdoctoral degree in Food Engineering from the State University of Campinas (2008). She is currently an Associate Professor in the Department of Chemistry (Bachelor’s degree with a focus on Technological Chemistry, Biotechnology, and Agroindustry) at the Faculty of Philosophy, Sciences, and Letters at USP Ribeirão Preto. She has expertise in Engineering, Food Science and Technology, with an emphasis on biodegradable and bioactive polymers, trays, food coatings, rheology, utilization of agroindustrial residues, and experimental design techniques.

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