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ATTITUDE TOWARDS GREEN PACKAGING AND ITS IMPACT ON PURCHASE

INTENTION OF GREEN PACKAGED CONSUMER PRODUCTS AMONG
UNDERGRADUATES IN BANGKOK METROPOLITAN, THAILAND
Thesis · December 2013
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Fac. of Grad. Studies, Mahidol Univ.
ATTITUDE TOWARDS GREEN PACKAGING AND ITS IMPACT ON

PURCHASE INTENTION OF GREEN PACKAGED CONSUMER PRODUCTS
AMONG UNDERGRADUATES IN BANGKOK METROPOLITAN, THAILAND
NATDANAI ALEENAJITPONG 5438691 ICMA/M
M.B.A. (BUSINESS MODELING AND ANALYSIS)
THEMATIC ADVISORY COMMITTEE: DISSATAT PRASERTSAKUL, D.B.A.,

CHAIRAWEE ANAMTHAWAT-KIERIG, Ph.D.
ABSTRACT
The fundamental accomplishment of moving towards the green concept is
the use of green packaging in a product. Consequently, this study explores the attitude
towards green packaging with two influence factors involved: attitude towards
environmental issue and knowledge of green packaging, as well as how they affect the
purchase intention of green packaged consumer products. The qualitative method used
in this study was to conduct a survey of 257 undergraduates over 18 years old and
studying at a university in the Greater Bangkok area. The data is analyzed by using
regression modeling. The results indicate that Thai teenagers have a moderately
positive attitude towards green packaging, which is significant to the purchase
intention of green packaged consumer products. Moreover, the attitude towards green
packaging can be influenced by attitude towards environmental issue and partially by
knowledge about green packaging. However, attitude towards environmental issue
alone also directly predicts the purchase intention of green packaging.
KEY WORDS: ATTITUDE TOWARDS GREEN PACKAGING/

ENVIRONMENTAL ATTITUDE/ PURCHASE INTENTION OF
GREEN PACKED CONSUMER PRODUCTS
100 pages
Fac. of Grad. Studies, Mahidol Univ. M.B.A. (Business Modeling and Analysis) / 1
ทัศนคติต่อบรรจุภณ
ั ฑ์เพื่อสิ่ งแวดล้อมและผลกระทบต่อความตั้งใจซื้ อบรรจุภณ
ั ฑ์เพื่อสิ่ งแวดล้อมของ
นักศึกษามหาวิทยาลัยในเขตกรุ งเทพมหานครและปริ มณฑล
ATTITUDE TOWARDS GREEN PACKAGING AND ITS IMPACT ON PURCHASE
INTENTION OF GREEN PACKAGED CONSUMER PRODUCTS AMONG
UNDERGRADUATES IN BANGKOK METROPOLITAN, THAILAND
ณัฐดนัย อลีนจิตพงศ์ 5438691 ICMA/M
บธ.ม. (การวิเคราะห์และการสร้างตัวแบบธุ รกิจ)
คณะกรรมการที่ปรึ กษาสารนิ พนธ์ : ดิสสทัต ประเสริ ฐสกุล, D.B.A., ฉายรวี อนามธวัช – คีริก,
Ph.D.
บทคัดย่อ
การวิจยั นี้ มีจุดประสงค์ที่จะค้นพบทัศนคติ ต่อบรรจุภณ
ั ฑ์เพื่อสิ่ งแวดล้อมกับอีกสอง
ปั จจัยที่เกี่ยวข้องคือทัศนคติต่อสิ่ งแวดล้อมและความรู ้ต่อบรรจุภณั ฑ์เพื่อสิ่ งแวดล้อม และปั จจัยต่างๆ
เหล่านี้ มีส่วนดึ งดู ดให้เกิ ดความตั้งใจซื้ อผลิ ตภัณฑ์ที่บรรจุด้วยบรรจุภณ
ั ฑ์เพื่อสิ่ งแวดล้อมอย่างไร
วิธีการวิจยั เชิ งปริ มาณถู กใช้ในการศึ กษานี้ โดยการตอบแบบส ารวจจานวน 257 ชุ ดกับ นัก ศึ ก ษา
ปริ ญญาตรี ที่ มีอายุมากกว่าสิ บ แปดปี และกาลังศึ กษาอยู่ที่ มหาลัยในเขตกรุ งเทพฯและปริ ม ณฑล
ข้อมูล ถู กวิเคราะห์ โดยใช้วิธี การวิเคราะห์ แบบถดถอย ผลการวิจยั บ่ งชี้ ว่าวัยรุ่ นไทยมี ท ศั นคติ ต่อ
ั ฑ์เพื่ อสิ่ งแวดล้อมในเชิ งบวกซึ่ งมี นัยส าคัญต่อการตั้งใจซื้ อ มากไปกว่านั้น ทัศ นคติ ต่อ
บรรจุภณ
ั ฑ์เพื่ อสิ่ งแวดล้อมถู กครอบงาด้วยปั จจัยทัศนคติ ต่อสิ่ งแวดล้อมและบางส่ วนของปั จจัย
บรรจุ ภณ
ความรู ้ต่อบรรจภัณฑ์เพื่อสิ่ งแวดล้อม อย่างไรก็ตาม ทัศนคติต่อสิ่ งแวดล้อมปั จจัยเดียวก็มีผลโดยตรง
ต่อความตั้งใจซื้ อผลิตภัณฑ์ที่บรรจุดว้ ยบรรจุภณั ฑ์เพื่อสิ่ งแวดล้อม
100 หน้า
Natdanai Aleenajitpong Introduction / 2
CHAPTER I
INTRODUCTION
1.1 Introduction
Human’s behavior and activities increasingly have a negative impact to the
eenvironment. Even this fact, people try not to change their action though this negative
effect will turn to them at the end. The revenge of environment to human’s life include
natural disasters, pollution, and climate change. One example of such activity is when
people throw away the packages or containers of the product into trash bin without any
care. Those packages are mostly made from plastic. These plastic wastes will stay on
earth with non-living and living things like humans for hundreds of thousands years
before they will be completely decomposed. This means that human has to live with
those plastics for many future generations. Tremendous plastic waste could cause a
deconstruction of nature and environment as reflected in terms of carbon dioxide
emission (Greenhouse effect), Climate change, and toxicant substance release. As a
consequence, humans must be more concerned and responsible for their action as this
problem has been spread out to many angles of the world.
Many groups of people who feel concerned about this phenomenon have
been exposing from many nations. Their objective is to encourage and demonstrate
people about the effects and causes of environmental crisis. Some identify the word of
this kind of recovery concept as “Green concept”. This concern tends to be widely
known and gradually acknowledged from many countries around the world. Due to the
acceptance of green information, change of consumer perception influences consumer
behavior that finally leads to change of consumer’s buying decision. As many
producers are willing to satisfy such customer need, many products recently launched
have been blended with green concept, known as “Green products”, In other words,
the products attribute to environmentally friendly production process. The more
convenient way that producers obviously do is to use a packaging which is harmless to
environment. That package is generally named as “Green package”.
There are some salient factors that affect the sense of perceiving green
package and consumer’s buying behavior among teenagers in Bangkok. They are, for
example, attitude towards environmental issue and knowledge of green packaging.
From these factors, they might dominate people perception in purchasing and
consuming Green packaged product. They feel more conscious in selecting goods with
notice of product’s packaging that is not harmful to the animal and environment, or
help the world to relief an impact of environmental issue. Because of this situation,
this research aims to understand customer’s attitude towards the Green packaging and
the factors that influence their purchase intention of the products with Green
packaging.
1.2 Green Situation in Thailand

From the historical data of consumption expenditures per household in
Thailand (Figure1.1), it indicated that Thai people spent most of their money on Food
and Beverages (excluding alcoholic), which a part of human living factors.
Particularly, the highest figure was in Bangkok According to the research, one
purchase of Food or Beverages is deemed to create one waste to the landfill. To
exemplify this, in 2010, 8,265 baht was monthly purchased by one household in
Bangkok metropolitan area. So, what about the whole country’s amount of waste
produced? This answer can be estimated from the evidence that a quantity of solid
waste for the whole kingdom was reported to be totally 15,159,180 tons in 2010
(Figure 1.2). Bangkok was ranked the third from the highest waste production in the
kingdom, 3,199,590 tons per year, or 8,766 tons per day.
Figure 1.1: Average Monthly Expenditure per Household by Expenditure group

and region in year 2010 (Source: The Household Socio-Economic Survey, Whole
Kingdom, National Statistical Office, Ministry of Information and Communication
Technology, Key Statistics of Thailand 2012)
Figure 1.2: Quantity of Solid waste, whole kingdom, by region (2008-2010)

(Source: Pollution Control Department, Ministry of Natural Resources and
Environment, Key Statistics of Thailand 2012)
In the past, the Thai government had introduced the environmental law in
1992, followed by lead gasoline cancellation in 1995, and included other beneficial
regulations, such as, pollution control on power plants and construction standards
(Arttachariya, 2012). As a waste has gradually been increasing year by year, Thai
government has developed waste management plan by educating people about sorting
and reducing waste. For example, Pollution Control Department has encouraged
people to use 3Rs principle, including Reduce, Reuse, and Recycle. Consequently,
profit and nonprofit associations have launched many creative campaigns for helping
the environment, similar to CSR from public companies. Another tendency is to use
green packaging in commercial goods. Most Thai producers express their social and
environmental responsibility by offering green container, despite general product
inside. Thus, consumer products are mostly available in form of using recyclable and
biodegradable package. That is why this study lays an importance, specifically on
green packaging rather than the whole green product.
Today, consumer behavior has changed; “Green consumers” are becoming
well-known in a Thai society. Green consumers are those who are concerned about
environmental issues (Soonthonsmai, 2007). In other word, Green consumer is defined
as the group of people who has high consciousness in environmental crisis. They are
willing to buy the products which are friendly to the environment. By the way,
consumers would not rather go for green products, unless performance, quality,
convenience, and price come together. This change can motivate firms to develop new
target segmentation (Ottman, 1992).
In Thailand, the product for Green consumer has been in focus among
small medium enterprises (SMEs), regarding to the combination between their
capability and consumer behavioral change. Kasikorn research center has anticipated
that Health and Green Businesses would be continuously growing due to a surge of
green market potential (as shown in figure 1.3). The market value enchanting
entrepreneurs in Green product businesses is assessed to be around 98,900-126,100
million baht per year. Moreover, the researcher found out that a group of green
packaging had the most accelerating growth rate (Kasikorn Bank).
Figure 1.3: Executive Summary from Kasikorn Bank

(Source: Kasikorn research center)
Consumers and environmentalists who care about environment protection

have gradually emerged via social media. As seen on the Internet, several Facebook
pages about green market are issued for attracting non green consumers to encourage
environmental consciousness and those who would like to participate in environmental
activities. For example, online society shows its interest in environmental care
awareness via “GreenMarket” Facebook page, despite not huge response yet.
GreenMarket’s statistical data displays volatile and bearish graph for a number of
people who like and talk about in this Facebook page (Figure 1.4).
Figure1.4GreenMarket Facebook page

(Source: “ตลาดสี เขียว GreenMarket” Facebook page, July 2013)
Although Green issue seems to be an old story that has been introduced for
many years, Green situation now in Thailand still be in an initial growing state. Not
just only knowing what the environment needs, Thai People need to do what they need
to conserve environment every day (Arttachariya, 2012). One action that individuals
easily take is to implement the 3Rs. It is primary behavior for green consumers to have
green behavior on waste disposal. The 3Rs will be discussed more in detail in the
knowledge of green packaging, chapter two.
1.3 Objective of the Study

As the huge green wave is emerging, green package is more common to be
available in consumer product market. The major objective of the study is to
investigate attitude and purchase intention towards/of green packaging among
university students in Bangkok area. The specific objectives of study are:
1. To explore attitude towards green packaging among Thai undergraduate
students.
2. To examine the relationship among latent variables; attitude towards
environmental issue, knowledge of green packaging, and attitude towards green
packaging.
3. To study how important factors (attitude towards environmental issue,
knowledge of green packaging, and attitude towards green packaging) influence
intention to purchase green packaged consumer products.
1.4 Significance of the Study

This study will acquire the information about consumer behavior of
university students in Bangkok, including the factors, which dominate them to
increase attitude towards green packaging all the way to willingness of purchasing
green packaging product. The research result will also provide the information about
the consumer’s agreement and response that could be beneficial for those who are
interested in green product and apply strategically for green marketing. Moreover, the
research could be the inspirational guide for those who explore the opportunity for
new business model regarding to a new trend of green.
1.5 Scope of the Study

The study will use approximately 200-300 university students both male
and female who are studying in main universities around Bangkok, for instance,
Mahidol University, Chulalongkorn University, Thammasat University, Bangkok
University, Siam University, and Assumption University. Moreover, this research
concentrates only on green packaging, which is mentioned and defined by researcher
in literature.
1.6 Limitation of the Study

The study is only conducted for youth above 18 years old, who are
generally undergraduate students, in Bangkok area for one period of time. So, the
result is not representative of all age groups of people around Thailand. In addition,
new trend or better technology would come in the future and then the behavior of
students can be changed over time.
1.7 Conceptual Framework
Figure 1.5: Conceptualization framework (Adapted from Nik Ramli Nik Abdul Rashid,
Kamaruzaman Jusoff & Kamsol Mohamed Kassi, 2009 )
1.8 Hypothesis
H1: Attitude towards environmental issue is significantly correlated to
Attitude towards Green packaging.
Purchase intention of green packed consumer products.
H3: Knowledge of green packaging is significantly correlated to Attitude
towards green packaging.
H4: Knowledge of green packaging is significantly correlated to Purchase
intention of green packed consumer products.
H5: Attitude towards green packaging is significantly correlated to
1.9 Definitions
1.9.1 Attitude towards environmental issue

According to Schultz and Zelezny (2000), attitudes of environmental
concern are stemmed from a person’s concept of self and the degree of perception to
be a crucial part of the natural environment. Schultz et al. (2004) stated that
environmental attitude as “the collection of beliefs, affect, and behavioral intentions a
person holds regarding environmentally related activities or issues”.
1.9.2 Knowledge of green packaging

Knowledge is defined as a "justified personal belief that increases an
individual's capacity to take effective action." (Alavi & Leidner, 2001). Another
definition stated by Sharratt and Usoro (2003) that knowledge is directly referred to
how one understands the information which is obtained from how one interprets
information. Adapted for this research’s context, knowledge of green packaging is
related to understanding in green packaging which can be derived from the
interpretation of information about it.
1.9.3 Attitude towards green packaging

Attitudes are proposed as a personal perspective, such as another person, a
physical object, a behavior, or a policy (Fishbein, Ajzen , & Martin, 1997). Weigel
(1983) stated a definition of attitude as “an enduring set of beliefs about an object that
predisposes people to behave in particular ways toward the object”. In writer’s own
word, Attitude towards green packaging is an aspect of how people feel and think
about environmental care packaging based on their belief, culture, experience, such as,
packaging disposal issue.
1.9.4 Purchase intention of green packaged consumer products

Purchase intention (PI) is defined as the probability and willingness of a
person to give preference to one product over other products in their purchase
considerations (Kotler, 1997). Purchase intention of green packaged consumer
products refers to a willingness to purchase consume products with environmental care
packaging.
CHAPTER II
LITERATURE REVIEW
2.1 Overview
The main purpose of this study is to understand all aspects of green packaging content
directed from the attitude toward green packaging to purchase intention. This chapter
begins with the literature review that portrays the relevant theories flowing from green
marketing to more specific concept in green packaging. Core contents begin with the
attitude toward environmental issue as a general mindset of people’s ecological
perspective, and followed by knowledge of green packaging, which particularly
influences the attitude toward green packaging. These three variables; environmental
attitude, knowledge of green packaging and green packaging attitude are proposed to
influence consumer’s purchase intention of green packaging. Finally, conceptual
framework and the development of hypotheses are discussed. This chapter is divided
into 9 sections including section 1 Overview, section 2.2 Green marketing mix, section
2.3 Green packaging, section 2.4 Attitude towards Environmental issue, section 2.5
Attitude towards Green packaging, section 2.6 Knowledge of Green Packaging,
section 2.7 Purchase Intention of green packed consumer products, section 2.8
Conceptual Framework, section 2.9 Hypothesis Development (Graphically shown in
figure2.1).
Figure 2.1 Literature Map
2.2 Green marketing mix

At the present, people behaviors have changed and most of green consumers are in the
Y generation, who have cooperative feeling and more responsibility for society and
environment. Many firms therefore have modified their marketing strategies to better
match to this market change. One meaning of green marketing was defined as the
process and activities about environmental care goods and services set up by the firms
in order to meet consumers’ satisfaction (Soonthonsmai, 2007). “Green marketing is
the management process responsible for identifying, anticipating and satisfying the
requirements of customers and society, in a profitable and sustainable way” another
definitions stated by Peatitie (1995) and Welford (2000). Green marketing is another
aspect of doing marketing together with environmental protection in mind. In other
words, it means how to communicate to a consumer and to sell a product by taking
environment issue into consideration. Yet green marketing activities merely still
concentrate on profit and benefit to the firm, rather than that to the environment.
Someone named this implication as “Green washing” or the misuse of the principles of
green marketing. On one hand, companies who are committed to environment
protection will launch green concept or green activity, on the other and they are trying
to boost up sales by playing a role of environmentally friendly ambassador. Such as

this suspicious example, Billabong in Thailand launched a new green marketing
campaign called “Recycler, millions of plastic bottles end up in the ocean or a landfill
every day”. Buyer who collects one bottle can exchange them to get 500 baht discount
for 2,900 baht purchase, and two bottles to get 1,000 baht for 3,900 baht purchase.
Customers are seemingly forced to purchase at minimum amount or more (as
displayed in figure 2.2). However, Environmental Marketing and Ecological
Marketing are used interchangeably with Green Marketing.
Figure 2.2 Example of green marketing campaign from Billabong

(Source: https://www.facebook.com/BillabongThailand, September 2013)
Marketing mix concept has been known widely in marketing management. This
concept is used to attract consumers and gain higher sales. Marketing mix consists of
four elements; product (quality and design), price (pricing strategy), place (distribution
channels), and promotion (sales promotion technique). These four elements are
commonly called “4Ps”, which are deemed as marketing tool to complete sales target
and larger consumer base (Kotler, 1997). Eventually, each P of the marketing mix’s
elements has been fragmented into several sub-elements. Figure 2.3 shows the
marketing variables under the each P, which help approaching the marketing
objectives and the whole target consumers (McCarthy, 1964).
Figure 2.3 The 4Ps of the Marketing Mix

(Source: McCarthy, 1964)
Based on the original of marketing mix, the concept has been adapted to correspond to
today’s situation due to consumer behavior change. Marketing mix with
environmental consciousness has then emerged in marketing management. Green
marketing normally consists of the 4 elements of the marketing mix (Churchill, G. A. ,
& Peter, 1998) that include:
Green product: A product that is not harmful to the environment. Many attributes of
green product were introduced from many studies. According Air Quality Science Inc.
(2010) green products are the ones that
• Promote good IEQ, typically through reduced or eliminated VOC emissions
• Not contain highly toxic compounds and not contribute to highly toxic by-products
during the manufacturing process
• Be durable and have low maintenance requirements
• Incorporate recycled content (post-consumer and/or post-industrial)
• Have been salvaged from existing or demolished buildings for reuse
• Be made using natural and/or renewable resources

• Have low embodied energy (the total energy required to produce a finished product,
including the energy used to grow, extract, manufacture, and transport to the point of
use)
•Not contain chlorofluorocarbons(CFCs), halogenated chlorofluorocarbons (HCFCs),
or other ozone depleting substances
• Be obtained from local resources and manufacturers
• Employ “sustainable harvesting” practices if wood or bio-based
• Be easily reused, either whole or through disassembly
• Be able to be readily recycled, preferably in a closed-loop recycling system, which
allows a manufactured product to be recycled into the same (or similar) product
without significant deterioration of quality
• Be biodegradable
Green pricing: Price setting strategy for green product, which may not refer to the
sense of economy. Some green products are priced very expensive, since either extra
cost of production or any additional procedure is included. Nevertheless, green
products should not to be charged very high due to its reduction in energy or material
used. In Thailand, for example, price of green product is mostly set at a premium, thus
it is contradictory to what people would like to change for the environment.
Consequently, that causes less popularity in consuming green product in the country.
Green marketing channels (Place): Seeking marketing channels that help constructing
an image of being environmentally friendly company, or transferring environmental
commitment by matching promoted product with a right channel.
Green marketing communication (Promotion): Deliver messages that can engage
environmental friendly sensation with target market via green marketing campaigns,
activities, or promotions. Most importantly, consumers need creditability from such
communication. If consumers realize that they are concealed from any improper act
(including green washing), it might ruin a companies’ reputation and companies might
not become successful in a long run. Conversely, if not to do so, companies would
probably be supported by government, green organizations or environmentalists,
which help companies acquire a competitive advantage and product differentiation. To
emphasize the significant of credibility in green communication, Kärnä, et al. (2001)
had studied about green advertising in Finland. They found out that shortage of
credibility can damage consumers trust in advertising messages (Sami, 2007).
Despite the increasing number of green consumers, the use of green marketing is still
very little. Marketers have to develop marketing strategies to match customers’
behavior change. Firms have to understand green consumers and concurrently attract
non-green consumers’ intention in order to meet overall satisfaction. Some target
groups are not able to not differentiate virtual advantage from green marketing, such
as, higher price of green product and deception in green marketing. Moreover,
environmental issue is not just theoretical aspect, now it is something more on
practical which has an impact on consumers’ behavior (Mohamed, 2006).
Environmental concern has created another form of market competition (McCloskey
& Maddock, 1994). One well-known green marketing program many top-ranked firms
accompany is Cooperate Social Responsibility for either community or environment
(commonly known as CSR). Mainieri et al. suggested about green marketing that an
improvement of structural factors (availability, labeling, and affordability of
environmental care products) and invigoration of proenvironment consumer beliefs
can create proliferation of environmental consumerism (Mainieri, Barnett, Valdero,
Unipan, & Oskamp, 1997).
In marketing mix, combining environmental factors in strategic planning is very
beneficial for both firms and consumers, such as, better risk management in operation
and production, better product differentiation among mass markets, declined
environmental impact during and after use. In conclusion, Bussinesses who clearly
understand an importance of green marketing and are able to carefully carry this green
value to their customers, are moving forward and leaving rivals behind.
Referring to the diagram of figure 2.3, one variable including in the product is
packaging. This study is focusing on this particular factor and more specific to
environmental friendly packaging.
2.3 Green Packaging

A package is shown upfront before consumer decides to take and buy a product.
Packaging is used to preserve and protect the product from any damage cause
(Stewart, 1995). Pilditch (1957) compared package as silent salesman. Furthermore,
Lewis (1991) explained more detailed about good pack aging that “it is a flag of
recognition and a symbol of values”. Package facilitates sales to increase for many
reasons. The first reason is that package design can make consumer passionate on the
product, such as, attractive and differentiate product image. The second reason is that
packaging also serves consumer more information by labeling, such information as
product identification and manufacturer details. Another reason is that package is
currently modified to be a small channel to attract consumer intention and
conveniently access to the product. This new package design is also called “ready-to-
shelve package”.
Packaging has three various hierarchies: the primary packaging or consumer
packaging (to shield the product from environment directly), the secondary packaging
or transport packaging (to hold and protect a whole group of primary packages), and
the tertiary packaging (to protect both primary packages and secondary packages in a
pallet or unit load) (De Faultrier & Towers, 2011). In this study, Packaging of
consumer products has been concerned, thus the scope is focused only on the primary
packaging or consumer packaging. The comparative study of buying behavior between
rural and urban zones in India was pointed out that rural consumers are more
concerned about environmental hazard and misleading of a package. Citizens in rural
area perceive that better packaging means better quality of product, which also
increases buying decision (Mahavir & Subhash, 2007).
In the past, one widely known marketing strategy was four P (4Ps) consisting of
product, price, place, and promotion. Packaging was used to be included in P-product.
However, since the development of many researches has indicated that packaging
itself plays an important role for customer to purchase the product, Packaging
afterward has been categorized as one of the five P marketing strategy stated by Kotler
(Kotler, 1997). Packaging has been in the first choice for green marketing attempts.
Since small changes to core products or production processes are not expensive
(Holdway, Walker, & Hilton, 2002).
Green packaging is a package which contributes less harmful to environment and
living organism, commonly made of environmental friendly material. Especially,
compostable plastics, it is also attributed to be unlimited life plastics (known as cradle
to cradle design or eco-design). Eco-design objective was defined by Robert Holdway
and David Walker, founders of the Giraffe management consultancy, and Mark Hilton,
a senior environmental consultant with Enviros Aspinwall, as “to reduce overall
lifecycle impacts while maintaining performance and value for money.” For the
packaging division, eco-design packaging possesses the features of source reduction,
reuse, recycling, and waste elimination (Holdway, Walker, & Hilton, 2002). Since
green packaging is normally subordinated in components of green product, it barely
distinguishes from green product in term of attributes, in which green product is more
holistic approach. That means sometimes green packaging is contributed as green
product. Nevertheless, in marketing field, green packaging is specifically mentioned
among researches on green marketing’s partition.
Whereas green packaging approach is sometimes found difficulty to customer’s
perception, for example, once Sony was using reusable packaging materials for
containing its television. Customer misunderstood that the product inside had already
used. Therefore, producers have to make sure that their green marketing approach are
consolidated with their systems and customers (Holdway, Walker, & Hilton, 2002).
2.4 Attitude towards environmental issue

The Theory of Reasoned Action constructed by Fishbein and Ajzen, was widely used
as a reference of several research studying about the attitude-behavior relationship.
According to their works, Attitude is composed of general and specific parts. General
attitude is a predictor of a general term of relevant behavior on attitude objects. For
specific attitude, it is a predictor of a single behavior on a more specific attitude object
(Ajzen & Fishbein, 1977). Therefore, it was cautionary about determining the attitude
for the relationship between attitude and behavior.
In attitude and behavior relationship section of Hines et al., 1987, environmental
attitudinal variables are related with the individual’s feelings expressing what benefit
and drawback, how desirable or undesirable of particular aspects or objects involved
with the environment (Jody M. Hines, 1987). It is similar to those from Fishbein and
Ajzen’s attitude category, Hines et al. also separated the environmental attitudes into
two terms, which are “attitudes towards the environment” and “attitudes towards a
specific environmental behavior”. In environmental social psychological literature of
Vining and Ebreo, 1992, the attitude towards natural environment was deemed as
“environmental concern”. Environmental attitude is a characteristic accumulated for a
long time, and individuals will become aware of environment and at the end take part
in environmental protection.
Traditionally, there are three different attitude components in multiple component
approach; cognitive, effective, and intentional components (F.G.Kaiser et al., 1999).
No difference was found between affective and cognitive components of attitudes
(Jody M. Hines, 1987). Alternatively, these three components have been found as
interactive factors rather than attribute of attitude itself (Albarracıń , Johnson, , &
Zanna, 2005).
The diversified structures of environmental attitude (EA) were presented, for example;
regardless to the framework of Milfont, 2007, EA consists of horizontal and vertical
structure, in which preservation and utilization were grouped into a two higher order
factors of vertical structure. Nevertheless, a selection of attitude concept is a
significant indicator to determine measurement, which will be discussed later on in the
next chapter. In case of a study about energy policy, peer influence, social norms, and
norms on price appeared to be correlated with environmental attitudes. More
reportedly, the robust relationship was found between environmental attitudes and
energy saving behaviors but that was not for cost barriers (D. Gadenne et al., 2011).
In this research, Attitude towards environmental issue is consistent to Attitude towards
the environment or Environmental concern, and general ecological behavior intention.
In conclusion, Attitude towards environmental issue is an aspect of natural
environment impact and concern in generic environmental issue, how people feel and
think about environmental problem based on their belief, culture, experience, such as,
global warming, greenhouse effect, and climate change.
2.5 Attitude towards Green packaging

Many investigators attempted to define and categorize the attitude according to their
scope of study and the depth of examination. Most of the studies of packaging attitude
are more likely to discuss about package design and characteristic (e.g. G. Ares et al.,
2010; Sahachaisaeree & Chind, 2012). Moreover, not too many researchers discussed
about attitude towards green packaging, they generally studied on green products,
green marketing, and green labeling (e.g. Chen & Chai, 2010; Nik Ramli ,
Kamaruzaman , & Kamsol , 2009).
In the study of the relationship between Attitudinal and behavioral entities by Fishbein
and Ajzen, the entity of Attitude and behavior consists of four distinct elements; the
action, the target at which the action is directed, the context in which the action is
performed, and the time at which it is performed. Two attitudinal predictors can be
identified that deserve special attention. The most common measure specifies a given
target (be it an object, a person, or an institution) without reference to a particular
action. This predictor may be termed attitude toward a target. Of less frequent use is
attitude toward an action, a predictor that specifies both action and target elements
(e.g., attitude toward smoking).
In this research, Attitude toward green packaging is referred to Attitude towards one
target object, Green packaging, and behavior intention related to green packaging. In
writer’s own word, Attitude toward green packaging is an aspect of how people feel
and think about environmental care packaging based on their belief, culture,
experience, such as, packaging disposal issue.
2.6 Knowledge of Green packaging

Knowledge is increased by receiving more information, which can also affect
purchasing behavior. It relies on how the information is presented and the way it is
perceived by consumers (Nelson & Barbara, 2006). In author’s word, knowledge of
green packaging is related to understanding in green packaging which can be derived
from the interpretation of information about it. In this section, knowledge of green
packaging merely captures in a scope of green materials, waste management, and
packaging life cycle.
Green packaging are produced from green material, such as, degradable plastic,
decomposable plastic, and paper. From the journal of food science, issue 72, 2007, the
correct election of packaging materials and technologies may facilitate preservation of
quality and freshness during distribution and storage. Materials that have
conventionally been used in food packaging comprise glass, metals (aluminum, foils
and laminates, tin plate, and tin-free steel), paper and paper boards, and plastics.
Several materials combination in food packaging describe functional or aesthetic
properties. a broad variant of plastics have been formed in both rigid and flexible. As
food packaging research continues, the more advances in food packaging, The more
tendency to affect the impact on the environment (Kenneth & Betty , 2007).
In accordance with packaging materials used in Europe, European people are
perceived them differently in each country. Some prefer using glass and plastic, but
some prefer paper and cardboard, for instance, Germany represents progressives–
determines ecology to be a priority, The Netherlands and Sweden represent
Conservatives – very captivated to the ecological value, so paper and cardboard are
preferred, France and Italy represent sensuous– appeal to presentation and esthetics,
showing preference for glass and plastic, Spain and France represent functional–
attracted by aspect and services, preference for plastic and glass, Great Britain
represents Purists– seeking for packaging minimization, preferring cardboard.
In Thai context, most of green packaging are made from plastic and paper. According
to waste management report from Thailand Pollution Control Department (shown in
figure 2.4), beside of organic waste, which is self-decomposable, the percentage of
plastic and paper disposal together is approximately 25% out of whole wastes. Plastic
and paper are the two highest amount of deposed materials in Thailand.
There are many types and forms of plastic and paper. In this study, only plastic and
paper are mentioned and explained respectively. The sources mainly come from the
study of Food Packaging—Roles, Materials, and Environmental Issue (Kenneth &
Betty , 2007) and Green packaging (ตรี วิจติรเกษม).
Figure 2.4: Waste Management report

in 2006 (Source: Thailand Pollution
Control Department, 2006)
Plastics are born from a condensation of many polymers (condensation

polymerization) or addition polymerization of monomer units. Condensation
polymerization is the phenomenon that the polymer chain develops by condensation
reactions between molecules. While addition polymerization is the phenomenon that
polymer chains develops by 2 or more molecules combination to form larger molecule
without liberation of byproducts. In food industrial research, plastic was commonly
used to contain foods and drinks, due to its attribute of flexibility in shapes, size, and
structure. The advantages of using plastic for food packaging are chemically resistant,
low cost, and lightweight with a broad range of physical and optical properties.
However, plastics are inconsistently permeable to light, gases, vapors, and very light
weight molecules.
Normally plastics can be categorized into thermosets and thermoplastics. Thermosets
can be heated only once and formed permanently. This kind of plastics provides a
strength and durability, which are applied for automotive field and construction site.
Meanwhile thermoplastics are able to be reheated or formed temporarily to any shape
or size, usually used in food industrial product such as bottles, bag, and plastic films.
Therefore, most thermoplastics are recyclable if they are correctly separated and
melted in process. Despite some concerns about chemical substance released from
plastics, food packaging made from plastics has kept increasing because of
inexpensive raw material, functional and optical properties.
Recyclable plastics have more than 30 types of polymers being used as materials for
packaging, including polyolefin, polyester, polyvinyl chloride, polyvinyldene chloride,
polystyrene, polyamide, and ethylene vinyl alcohol. Two of them; Polyolefin and
polyesters, are generally used and recycled in form of food and drink packaging.
Polyolefin: polyolefin is a combination of polyethylene, polypropylene, and olefin
polymers. Both polyethylene and polypropylene are suitable for recycling and reuse
due to their combination of properties. For polyethylene, there are two basic types
according to its level of density; high density and low density. Strong, tough,
formable, chemical and moisture resistance are a properties of high density
polyethylene. It can be applied for making bottles, tubs, trash, and convenience bags.
As low density polyethylene possess almost the same properties of higher one, but
some that distinguish from high density are a transparency and sealability. So this low
density polymer is used in film and heat sealing applications. Another compound
polymer, polypropylene, has higher density and harder than polyethylene, additional
with good chemical and thermal resistance. Thus it is applicable for hot-filled and
microwavable packaging.
Polyesters: Many people have commonly known polyesters as PET or PETE
(Polyethylene terephthalate), polycarbonate, and polyethylene naphthalate (PEN).
Polyesters come from ester monomers base with condensation process and any other
reactions. PETE is usually formed to make beverage bottles, such as, mineral waters
and carbonated drinks. Additionally, it is also applied for semi rigid sheets for thermo-
forming (trays and blisters), and thin-oriented films (bags and snack food wrappers).
The main reason why PETE is appropriate for these applications is its properties,
which are glass-like transparency, light weight, gas and moisture protection. PETE is
available in two structures; amorphous (transparent) and a semi crystalline (opaque
and white) thermoplastic material. Semi crystalline PETE provides stiffer, harder, and
stronger structure than Amorphous PETE, while Amorphous PETE provides better
ductility. The material after recycling PETE from soda bottles will be used as
insulators, fibers, and other nonfood packaging applications.
Bioplastics are based on a compound of biodegradable polymers, which are derived
from either animal or natural sources, such as, wastes from marine food, agricultural
feedstock, or microbial sources. Biodegradable polymers themselves are made from
cellulose and starches. As renewable raw ingredients has discovered, a fragment of
biodegradable materials after breaking down becomes more environmentally friendly
such as carbon dioxide, water, and quality compost.
Generally, cellulosed-base biopolymer is cellophane. When starch-based polymers are
amylose, hydroxyl propylated starch, dextrin, poly lactide, poly hydroxy alkanoate
(PHA), poly hydroxyl buterate (PHB), and a copolymer of PHB and valericacid
(PHB/V). Starch-based polymers is poly lactide acid exposed to moisture from
microbial fermentation of starch. Additionally, PHA, PHB, and PHB/V are also
generated by bacterial action on starches. Similarly to cellulose’s chemical structure,
Chitin is a biopolymer originated from crustacean and insect exoskeletons. Chitosan, a
greater scale of chitin, are used to produce biodegradable films. To be applied for food
sector eatable films, another form of biodegradable polymer, are made from natural
and animal sources such as zein, whey, collagen and gelatin. As a feature of
biopolymer, biopolymer or bioactive compound can also be mixed with polymers or
any agents to obtain synthetic polymers or partial biopolymers.
Bioplastics are diversified into two main groups; Non compostable and Compostable.
In each group, it has two different fundamental; Petrobase and Biobase, regardless to
raw material source (as shown in Figure 2.5).
Figure2.5 Bioplastic categorization (Source: ตรี วิจติรเกษม)
Among Non-compostable bioplastics with Petrobase, they are obtained from ordinary
plastics but added with additive to characterize self-fragmentation feature (so called
“Disintegration”) that can be decomposed by Microbe (this process names as
“Biodegradation”). This kind of plastics combination is regarded as a group of
Compound plastics. However, Biodegradation is not yet complete process of the
whole life cycle of plastic and may be harmful to creature and environment.
Another Non compostable plastics is in Biobase. This biobased plastics are produced
from plant source that cannot turn into fertilizers due to no degradation. Though their
durability and strength is similar to common plastics (another name is “Green
Plastics”). Green plastics are valuable for environmental saving as obtaining high
Carbon Credit.
According to Figure 2.5, it shows that Compostable plastics are also divided into
Petrobase and Biobase. As its name, Petrobase plastics, which derived from Petroleum
Fractional Distillation process, include polymer pellets of PBS, PBSA, PBSAT, PCL
as such. While Biobase plastics are retrieved from plant sources like zein (corn
protein), whey (milk protein), and animal sources like collagen (constituent of skin,
tendon, and connective tissue), and gelatin (product of partial hydrolysis of collagen).
Biobase plastics are biodegradable e.g. PLA, PHA, PHB as such. Those compostable
plastic means high value of carbon credit, since it is able to decompose itself to
become plant fertilizer, which helps transform carbon dioxide to oxygen by
photosynthesis process.
Figure 2.6 A comparison of the process between biodegradable and decomposable

plastic (Source: ตรี วิจติรเกษม)
To summarize, the differences of the process of both biodegradable and decomposable

plastic are shown in figure 2.6 Decomposition process has biodegradation as a bypass
process before ending up with fertilizer as natural soil. On another word,
biodegradable plastic doesn’t need to be compostable, while compostable plastic needs
to be biodegradable.
All plastics affect nature and balance of environment, therefore, corrective and
systematic waste management and elimination have to be most effective to pertain
core value of material and product innovation. Internationally, several agreements to
standardize bioplastic was established. Many organizations in Europe, America, Japan,

Australia, etc. are developing a global standard that would be regulated in the near
future, which is ISO 17088.
Although biodegradable plastics would be helpful for solid waste disposal and
elimination, it turns solid waste management into complexity. Commonly solid waste
comes in both synthetic polymers and biopolymers, it is necessary for them to be
separated in recycling process. Moreover, in a landfill biodegradable plastic waste
difficultly breaks down into small pieces due to a shortage of such facilitators as
oxygen and moisture. Another concern is when the use of biodegradable material
becomes significant, whether there will be sufficient resources of raw material,
especially those come from nature, and there will be any impact on food production or
not. Instead of bioplastics price’s decline, it would aversely hikes up and might cause
packaging cost increased. Nevertheless, in some applications biopolymer provides an
optimal solution, for example, some naval businesses consider bioplastics harmless to
marine environment, and the use of bioplastics in military field that conventional
disposal would probably not possible.
As mentioned previously, bioplastics were developed to approach cradle-to-cradle
objective, only fertilizer left after degradation. It becomes “Decomposable plastics”
for sustainability of packaging. In Thailand, PTT, the biggest Thai government energy
company, strengthen its commitment of environmental friendliness by launching
compostable cup used for Amazon café’ coffee shop. Another case in American, Wal-
Mart Inc., the largest retailer, had introduced biopolymer packages of fresh produce
into the store (Joseph, 2007).
Plastic waste management
Figure 2.7 Recycling symbols of plastic package

(Source: http://www.nrdc.org/thisgreenlife/0802.asp, 2013)
Firstly, we need to know which plastic waste is suitable for recycling. Cycling arrow
symbols in Figure2.7 can often be recognized at the bottom of plastic bottles and other
plastic package. It can implicitly describe that the material used in the package can be
recycled, but actually recyclability of the package depends on the number inside the
chasing arrows. Basically, only number 1 and 2 are accepted for recycling.
In present, one major cause of environment problems is waste. Waste from households
is getting dramatically increased, which approximately 1 kilogram per person per day.
One of them was found to be contaminated plastic. Conventional waste management
might no longer, or seemingly impossible, be an effective solution. Since those
plastics tainted with organic substance, like oil of organic waste, are difficult to make
it clean to recycling for standard quality plastic pallet, neither value of price nor safety.
The completion of bioplastic waste elimination makes a new way of waste
management called “a principle of single-time use plastic waste management”.
Household waste –including waste from shop, school, hospital, etc. – can be sorted by
doing the following actions below
1. Use trash bag for bioplastic on order to contain only organic waste. The bag will be
picked up two or three time a week, and should be left outside a house due to its fishy
smell. When collectors come, they can clearly sort out the waste and easily transfer
them to fertilization factory in order to
2. For conventional plastic, it is able to be recycled and simply separated into three
bags
First bag: for sorting paper and plastic waste
Second bag: for sorting can and glass bottle
Third bag: for sorting hazard waste
Those bags do not needs to be left outside a house. The collector will pick up them
every ten to fifteen days, and transfer to recycle plant respectively.
Waste management needs communication with people via many types of media.
Despite huge amount of initial outlay to be carried out to create a good discipline in a
society, the reward from sorting waste is coming with an unexpected beneficial
outcome for economy and environment.
In the future, if a number of bioplastic usage keeps increasing further, waste
elimination would be getting more effective. Moreover, if government support a use of
bioplastic in every single-time use package, conventional plastic contaminated with
organic oil would also be found less.
Limitation and Marketing difficulty

1. New innovation has still not been used widely
2. Price is three time compared to that from traditional plastic. When demand
increases, the price will go down.
3. Production does not run at full load since it is regarded as a new market and
consumers have yet to understand more about bioplastic.
4. Practically, some plastic polymers are not required sorting due to their properties
and recycling system.
Paper and paperboard: paper and paperboard has been used for a long times, paper
and paperboard are oriented from wood, which later becomes cellulose fibers. Those
fibers are interweaved one another, then bleached and treated with chemical
substances to eventually obtain a form of a paper sheet product. Paper and paper
boards are commonly modified to be corrugated boxes, cartons, bags and sacks, and
wrapping paper.
Plain paper has poor properties in preserving food for a long time, such as, less heat
sealability. Thus, in order to obtain a better protection for food containing, plain paper
is often reinforced by various kinds of formation with different material used. For
instance, it is commonly coated or laminated by waxes or resins. Several process
papers used in food packaging includes Kraft paper, Sulfite paper, Grease proof paper,
Glassine, and Parchment paper.
Kraft paper is a paper treated by sulfate and obviously available in forms of natural
brown, heavy duty, unbleached, and bleached white. Kraft paper is generally applied
to be bags and wrappers, especially, for fruits and vegetables.
Sulfite paper is produced from the same process as Kraft paper, but it is lighter and
more fragile than Kraft paper. Whereas Sulfite paper can be coated for high quality
printing and laminated with plastic and foil. It is normally used for small bags and
wrapping.
Grease proof paper is produced in a process of beating, the cellulose fibers under
excessive hydration period start breaking up and become gelatin with high density. As
a result, Grease proof paper as its name attributes oil resistance feature. It is used by
replacement of plastic film for wrapping snacks, cookies, candies, and other fatty
foods.
Glassine is special form of grease proof paper, in which undergoes further hydration
process in order to obtain a very dense sheet with smooth and glossy surface. It is used
as a liner for fast foods and baked goods.
Parchment paper is a paper treated by sulfuric acid. The acid will adjust cellulose
surface to become smoother and more impermeable to water and oil. As heat
sealability, air and moisture protection are excluded in characteristics of parchment
paper. It is used for packaging fatty goods.
Paperboard is multiple layer paper commonly made in form of box, carton, and tray,
especially used for shipping purpose. There are several types of paperboard, such as,
whiteboard, solid board, chipboard, and fiberboard.
Whiteboard is bleached paper with thin layers. In addition, it can be coated with wax
or laminated with polyethylene to obtain heat sealable property. It is conventionally
used as the inner plate of a carton and recommended for direct food contact purpose.
Solid board is multiple layer board bleached with sulfate. Its key attributes are strength
and durability. Liquid carton is also made from solid board laminated with
polyethylene. Solid board is normally used as juices and drinks container.
Chip board is recycled paper, often found stain and taint due to recycling process. It is
deemed to be the cheapest paper among many types of paperboard. Chip board is not
appropriate for direct contact package, so it is frequently assembled with white board
and used as the outer layers of cartons.
Fiberboard has two forms of solid type and corrugated type;
Solid fiberboard composes of two layers, an inner layer of white board and outer layer
of Kraft paper. This combination helps resist against impact and compression force.
Moreover, if fiberboard is laminated with plastics or aluminum, it would provide
better barrier properties as it is used for packaging of dry goods.
Corrugated fiberboard is a sandwich form of Kraft paper on a surface and fluting
paper in a middle. A central corrugation design strengthens its resistance to impact
abrasion and crushing damage, since wave-liked pattern in the middle helps distribute
an excessive force. The corrugated board is extensively used for foods and goods
shipping application.
Paper laminates means a paper, which has Kraft and sulfite base, is laminated with
plastic or aluminum or others in order to obtain desired properties for different
purposes of each application. Depending on its production and material used, a cost of
paper laminates are generally more expensive than other plain papers.
3Rs: Reduce, Reuse, and Recycle

The companies who embrace on green marketing should at least take the 3Rs in
action:
Reduce: This activity means diminishing everything unnecessary and harmful to the
environment and society. In packaging, it refers to the reduction of packaging waste in
order to limit waste disposal. For instance, reduce the use of extravagant material in
production by downsizing or compacting, or refuse to use plastic bag, use fabric bag
instead.
Reuse: This activity argues people to repeatedly use of packaging for the same
purpose as much as possible. It helps in reducing packaging waste as well. For
instance, reuse plastic bag for carrying things.
Recycle: This activity refer to reproduction process of packaging. Individuals or
recycling firms can implement this action. It turns used material into a new valuable
one again, and it can decrease amount of waste in landfill.
In total, the 3Rs principle is focusing mainly on waste packaging reduction, which
Reduce is favorable for manufacturers with a supplementary of Reuse and Recycle.
The activities start from source reduction by minimizing material and power input,
followed by reusable packaging design, up to a selection of recyclable packaging
materials.
Packaging Life cycle analysis

Not only is the product carried on an analysis of product life cycle, package also has to
be evaluated its life before becoming finish package. In order to produce any forms of
package a research in package life cycle is magnificent. Environmental impact issues,
such as power consumption, material use, and waste generation, are taken into
account. The packaging life cycle is shown in figure 2.8.
Figure 2.8 Packaging Life Cycle

(Source: The Sustainable Packaging Coalition project from GreenBlue (Joseph, 2007))
This cycle exhibits pathway of packaging life starting from raw material resources to
terminal life options. From this cycle, we can analysis further on several
environmental impacts of products involved in each step. When packaging waste can
compose themselves and return back to nature as productive resources according to
eco-effectiveness strategies (Braungart, McDonough, & Bollinger, 2007), this
revolution is helpful for approaching sustainability goal of packaging by determining
performance, economic, and social goals. Packaging materials are therefore being
developed to become more sustainable than greenable. Most importantly, the
packaging industry is always concerned on sustainability of a package itself, but
overlooks how its cradle-to-cradle approach affects to the environment or even
communities in every step of life cycle.
In the research of fresh produce in American, material used for packaging was
determined to affect the quality of food product. Especially, bio-based packages were
highly enchanting (Koutsimanis, Getter, Behe, Harte, & Almenar, 2012).
2.7 Purchase intention of Green packaged consumer product

Green purchase intention (GPI) is conceived as the probability and willingness of a
person to express their preference to environmentally friendly product over other
products under their consideration (Nik Ramli , Kamaruzaman , & Kamsol , 2009).
Purchase intention is complemented of purchasing decision in the five-stage model of
the decision process of purchasing. Before buying decision would be made, purchase
intention has been primary stage with taking into account attitude, motivation, and
unexpected situational factors (Kotler, 1997). Purchase intention of green packaged
consumer products refers to a willingness to purchase consume products that their
packaging is hazardless to the nature and environment. On the other word, the package
used in that products has to be environmental friendliness. Therefore, in this study,
purchase intention on environmentally safe packaging is consistent with green
purchase intention.
2.8 Conceptual framework

A number of research about green product was studied based on the work from Nik
Ramli , Kamaruzaman , & Kamsol. Given this popularity of the work, this research
will adapt the model from Nik Ramli , Kamaruzaman , & Kamsol (referring to Figure
2.9).
Figure2.9: Conceptualization framework (Adapted from Nik Ramli Nik Abdul

Rashid, Kamaruzaman Jusoff & Kamsol Mohamed Kassi, 2009)
In order to measure the impact of the attitude towards green packaging which leads to
dependent variable like a purchase intention of green packaged consumer product,
there are several independent factors related to the attitude towards green packaging
concepts; attitude towards green packaging, knowledge of green packaging and

attitude towards environmental issue. Further analysis may extract some implications
from the result. All variables need to be defined and found out a significant
relationship between each other. To see which factors show positive or negative
impact to the attitude towards green packaging? Does the attitude towards green
packaging itself positively affect purchase intention of green packed consumer
product?, or just only the attitude of environmental issue is sufficient?
2.9 Hypotheses Development

According to the conceptual framework of this research, six reciprocities are
concentrated upon variables. Entire connections are supported by previous reliable
references, and assumed to identify the relationship between each link. Thus, six
hypothesizes would be considered with the delicate description (as shown below in
figure2.10).
Figure 2.10: Hypothesis study
2.9.1 The relationship of Attitude towards environmental issue and Attitude

towards green packaging
Attitude towards environmental issue in this study, as mentioned before, is considered
as attitude towards environment or environmental concern. As green packaging
attitude is more specifically attitude towards the object targeting for green packaging.
In some studies measuring about environmental attitude, consumer behavior of using
green packaging were included in attitude towards environment, for example of
questions used for enquiry like I refer to use recycling package.
In the same word, the use of green packaging can be considered as environmental
behavior intention. People who attached importance to the purchase of products made
with recyclable material or packaged in reusable containers were more likely to care
about the quality of environment and the wise stewardship of natural resources
(Mainieri, Barnett, Valdero, Unipan, & Oskamp, 1997). The study of behavior based
environmental attitude amongst adolescent has shown that replicated behavior can
gradually dominate human awareness (F.G. Kaiser et al., 2007). As more evidences
argued that the finding of the weak relationship between environmental concern and
specific environmentally related behavior is because general attitude are not direct
dominants of specific behavior (Ajzen’s, 1991; Sebastian Bamberg, 2003).
Consequently, the green consumer’s attitude towards environmental issue was
proposed to have a connection someway to the attitude toward green packaging.
H1: Attitude towards environmental issue is significantly correlated to Attitude
towards Green packaging
2.9.2 The relationship of Attitude towards environmental issue and Purchase

intention of green packed consumer products
Most researchers studied about the environment attitude-behavior interaction. The
theory of planned behavior demonstrated attitude effect on behavior intention.
Likewise, Hine’s diagram gave an evidence of a linkage between attitude and intention
to act (Ajzen, 1985). Particularly, the association of attitude-green purchase behavior
was appealing to investigate.
Some researchers proved that the positive relationship between environmental attitude
and purchasing behavior still exists. For instance, some researchers said that
consumers’ product purchasing decisions are often based on their environmental
attitudes (Irland, 1993; Schwepker & Cornwell, 1991). Attitudes are the most
consistent explanatory factor in predicting consumers’ willingness to pay for green
products (Chyong et al., 2006). The finding of attitude-intention behavior hypothesis
confirmed that environmental attitudes positively and significantly affect green
purchase intention (Mohamed, 2006). An effect of environmental attitude on
purchasing energy-saving light bulb exposed the robust connection from
environmental attitude to perceived value and finally from perceived value to purchase
intention (Tseng & Tsai , 2011). Specifically to green packaging buying, there is a
general belief among researchers and environmental activists that through purchasing
environmentally friendly products or green products, products with recyclable
packaging or properly disposing of non-biodegradable garbage, consumers can
contribute significantly to improve the quality of the environment (Abdul-Muhmim,
2007).
On the contrary, some studies indicated that there was blurry conjoint linkage between
attitude towards environmental issue and intention to purchase. A huge number of
research revealed that green purchase behavior was essentially dominated by specific
environmental belief (specific attitude), but not to the general environmental concern.
(Ajzen, 1991; Hines et al., 1987, S. Bamberg, 2003; Mainieri et al., 1997; Weigel,
1983).
To exemplify this evidence, the study of S. Bamberg explored that general attitudes
were salient indirect determinants of specific behavior by studying of the impact of
environmental concern on the generation and evaluation of situation-specific beliefs in
the surrounding of the actual purchasing decision for green electricity products and the
local sellers of these products. After taking into account this situation-specific
cognition, general environmental concern no longer has any direct effect on intention
or behavior. But as expected, environmental concern has a substantive direct effect on
the perception and evaluation of the situation-specific cognition, especially the
personally salient behavioral consequences (S. Bamberg, 2003). Environmental
concern among respondents found to be moderate and strong, but this awareness did
not induce to environmental buying habits and take part in environmental behavior
(Mainieri et al., 1997). Recent result from Malaysia also argued that “Consumers
green purchase behavior is not facilitated by the positive attitude of consumers
towards the environment” (Chen & Chai, 2010). Locally, Research paper from
Assumption University, Thailand, had also contributed the result that environmental
attitude was not significant predictor of green purchasing behavior among graduate
students (Arttachariya, 2012).
H2: Attitude towards environmental issue is significantly correlated to Purchase
intention of green packed consumer products
2.9.3 The relationship of Knowledge of green packaging and Attitude towards

green packaging
The theory of reasoned action (Ajzen, 1985) graphically demonstrated the positively
relationship between factual knowledge and attitude towards behavior. Alike another
two studies; significant information and actual knowledge are required before
considering any attitude (Stutzman & Green, 1982). More specifically, knowledge
about an ecological behavior can lead into attitude towards that behavior (F.G.Kaiser
et al., 1999). Stern stressed that specific environmental knowledge is the only one
distinctive variable that can clarify individuals whether they are more and less actively
attachment to environmental subject (Stern, 1992). In a group of environmental
conservative, a shortage of knowledge was found as obstacle for them to recycling
(Simmons & Widmar, 1990). Another study of pre-ecological attitudes in rural areas
in Poland emphasized a significance of having a knowledge to create pro-
environmental behavior (Rokicka, 2002). In the paper of Egyptians’ green purchase
intention, Knowledge claimed to be positively and significantly correlated to
ecological attitudes and behaviors (Mohamed, 2006).
In contradictory study, knowledge has no association with attitude or intention, except
for overall considerations which appears positive relationship between environmental
knowledge and behavior (Watson et al., 1992). In summary, Knowledge is usually
preprimary to consider attitude and behavior.
H3: Knowledge of green packaging is significantly correlated to Attitude towards
green packaging
2.9.4 The relationship of Knowledge of green packaging and Purchase intention

of green packed consumer products
The theory of planned behavior (Ajzen, 1985) graphically demonstrated factual
knowledge effect on attitude towards behavior, which finally induces to behavior
intention. In this case, one meaning of behavior intention can refer to consumer’s
willingness to buy consumer products. In Environmental behavior model presented by
Hines et al., knowledge of issue was found to be one of other variables correlated with
intention of action (Jody M. Hines, 1987). To apply to this study, the effectible
correspondence between knowledge of green packaging and purchase intention of
consumer products packaged from environmental friendly material are also

compatible.
H4: Knowledge of green packaging is significantly correlated to Purchase intention of
green packed consumer products.
2.9.5 The relationship of Attitude towards green packaging and Purchase

intention of green packaged consumer products
The theory of planned behavior (Ajzen, 1985) showed how attitude towards behavior
related to behavior intention. Scholar found a difficulty to search for prior study of
purchase intention to green packaged consumer products. Generally, many findings
indicate the relationship between packaging and purchase intention. In the study of
attitude towards packaging characteristics by G. Ares et al, packaging seems to be a
significant factor in attracting consumer intention to purchase functional chocolate
milk desserts in Uruguay (G. Ares et al., 2010). The packaging has been significance
to purchase decision making at a sale point (Prendergast, Pitt, & Berthon, 1997).
H5: Attitude towards green packaging is significantly correlated to Purchase intention
of green packaged consumer products
CHAPTER III
RESEARCH METHODOLOGY
This chapter will discuss about the methodological issues with regard to
population definition, sampling, data collection and analysis. Three independent
variables that have already been mentioned in the previous chapter are Knowledge of
green packaging and Attitude towards environmental issue. The basic data collection
method used in the research is survey. The questionnaire will focus on the factors
affecting on consumer’s purchase intention of green packed consumer products and
attitude towards green packaging. This chapter outlines six sections as following; 1.
Sampling Plan, 2. Sampling Procedure, 3. Questionnaire Design, 4. Measurements, 5.
Reliability and Validity, and 6. Analysis tools.
3.1Sampling Plan
3.1.1 Data Collection Method

Respondents are approached randomly at different universities located in
Bangkok and surrounding areas. Those universitities include Mahidol University,
Chulalongkorn University, Thammasat University, Bangkok University, and
Assumption University. According to Ferber (1977), students sample is deem
appropriate for exploratory studies. Furthermore, majority of population of consumer’s
growth in Malaysia came from new generation of consumers such as students (Chen &
Chai, 2010). The most responsive age group tends to be teenager. Children and
teenagers in the US were found to be more conscious and knowledgeable about
Environment than adults (IISD BSD Global, 2013). Most importantly, when they grow
up to be adult, they would have more influence to other people in the community
including their parents and gain purchasing power of their own. Their generation are
so called ‘Generation Y”. Many more studies discussed about generation Y and its
characteristics; “Young people are more ready than older generations to accept new
and innovative ideas” (Ottman, Stafford, & Hartman, 2006), “Supporters of

environmental protection tend to be younger in age” (Martinsons et al., 1997),
“Adolescent consumers now constitute one of the significant heavy-spending groups
in various types of markets” (Moses, 2000).
The respondents were asked for their cooperation to participate in
completing the questionnaire without offering remuneration. The students completed
the inquiry during free time or out of class time.
3.2 Sampling Procedure

This section explains about the target population for this survey and how
samples were selected to represent population..
The target population is Thai citizens studying at undergraduate level in
Bangkok at the ages of more than 18 years. The survey was conducted around major
universities in Bangkok and neighborhood areas to capture the university students.
Moreover, well-known universities in the center and border of Bangkok are intensive
area for our research group.
The instrument used to determine the appropriate sample size refers to
several related studies. First example is a study of attitude towards the environment
and green product from Malaysian researchers (Chen & Chai, 2010). Their sample size
was designated as 200 samples. Their questionnaire was completed 184 out of 200
undergraduate students from a private university in Malaysia. Another example is a
study of the influence of consumers’ environmental beliefs and attitudes on energy
saving behaviours (D. Gadenne et al., 2011). 218 responses were obtained via email
distribution. Last example is a study of influences of packaging attributes on consumer
purchase decisions for fresh produce (Koutsimanis et al., 2012). The data of 292
customers was completed by the online survey.
Consequently, the reasonable number of respondents in this research
subjects to be more than 200 people. The appropriate sample size should range from
200 to 300. The researcher finally gets total sample size of 257 students.
3.3 Questionnaire Design

The questionnaire consisted of 4 sections: (1) Attitude towards Green
packaging and several factors involved in purchase intention of Green packaged
product. (2) The degree of discipline on perceiving and willing to buy green packaged
product (3) Demographic information such as sex, education, faculty, monthly income,
and peer influence. In addition, the cover page of the questionnaire contains screening
questions to ensure the qualification of responders.
3.4 Measurements
Once data is gathered, it must be checked and verified for correctness and
completeness. Only correct and completed is used for further analysis. SPSS is the tool
used in this step.
Descriptive statistics, for example, frequency, means and standard
deviation, are used to analyze some demographic data in this research. The
demographic section compiles information on gender, level of education, and income.
Inferential statistic is also utilized in order to describe the variables’ relationship
interpretation by using multiple linear regression analysis among Attitude towards
environmental issue, Knowledge of green packaging, Attitude towards green
packaging, and Purchase intention of green packed consumer products. Citations of
each dimension of these variables and number of questions were represented in Table
3.1.
Every applicable data is tested to perceive reliability. Conbach’s Aplha
Coefficient is used to determine reliability. The aim is to see if each variable gets the
score which exceeds a value of 0.7 or not. Nunnally (1978) stated that data is
considered to be reliable data when its value is higher than 0.7.
Table 3.1 References of Variables

Latent variables Dimensions Items Sources
Attitude towards Environmental 10 Kaiser et al., 1999
Environmental issue knowledge
Attitude towards Environmental values 5 Kaiser et al., 1999
Environmental issue
Ecological Behavior 11 Kaiser et al., 1999
Intention
Environmental 9 T.L. Milfont, 2010
Movement Activism
Environmental Threat 6 T.L. Milfont, 2010
Personal Conservation 10 T.L. Milfont, 2010

Behavior
Ecocentric Concern 10 T.L. Milfont, 2010
Knowledge of Green Green Packaging 6 Vera, Richard , & Jan-

packaging Material Henrik, 2011
Waste Management 2 Vera, Richard , & Jan-
Henrik, 2011
Packaging Life Cycle 1 Vera, Richard , & Jan-
Henrik, 2011
Attitude towards Values of Green 12 Hokey Min and William
Green packaging Packaging P. Galle, 1997
Mahavir Sehrawet and
Subhash C. Kundu, 2007
Behavioral Intention 12 F.G. Kaiser et al., 2007
about Green Packaging
Purchase intention of Purchase intention of 5 (4)Habib Ahmad, Idrees
green packed green packed consumer Ali Shah and Khursheed
Ahmad, 2010
consumer products products
(1)Tseng and Tsai, 2011
3.4.1 Measurement of Attitude towards Environmental issue

Different attitude concepts (by mean of complexity of structure) relatively
requires to apply different approaches in order to obtain an appropriate measurement
of attitude. Most researchers did not measure attitude in term of environmental
consciousness alone, they connected it with a behaviour to study implications in both
aspects of environmental care and ecological behaviour. Generic approaches of
attitude contribute to vertical and horizontal structure. Fewer researchers have done
the experiment with vertical approach either a single higher order EA factor structure
or two higher order EA factor structure.To exemplify vertical approach, a structure
with two higher order factors consisting of preservation and utilization was
recommended (Milfont & Duckitt, 2010).
Whereas abundant papers prefer using horizontal structure, which can be
analysed in unidimensional and mutidimensional construct. In multidimensional
measure design, three common approaches were popularly executed among most
investigations; cognitive (knowledge), affective, and intention (F.G.Kaiser et al.,
1999). As the conventional attitude structure of three components (beliefs, affect, and
behaviour) has been utilized by several researches, alternative empirical approaches
are stated to examine attitudes more conveniently accessible and evaluable and
consider those three elements as an influencer instead. In unidimensional measure
design, only one perspective of environmental attitude would be focused. For example,
the New Environmental Paradigm scale of Dunlap et al., using only general
environmental topics, measures an ecocentric system of beliefs (Milfont & Duckitt,
2010), but there seems to be a majority in the literature that EA are multidimentional
structure. Nevertheless, there is inconsistency on dimensionality of environmental
attitude evaluation.
Ajzen and Fishbein in 1977 stated that attitudinal and behavioral entities
may be viewed as consisting of four different elements: the action, the target at which
the action is directed, the context in which the action is performed, and the time at
which it is performed (Ajzen & Fishbein, 1977). The generality or specificity level of
each element relies on the measurement procedure selected. Environmental Concern
Scale was used to test an environmental attitude with scope of environmental
conservation and contamination (Weigel & Weigel, 1978). Another environmental
attitude measurement scaled by Thompson and Barton (1994) reported another aspects
of attitude; ecocentric, anthropocentric, and apathetic attitudes regardless to nature,
humans, or apathy. The developed version of Ajzen and Fishbein’s attitude
measurement was purposed by F.G.Kaiser et al., 1999. They concluded that three
environmental attitude and behaviour relationship concepts; environmental knowledge,
environmental values, and ecological behaviour intention, were the heart of the
commonly used attitude approaches; attitude towards environment, the new
environmental paradigm, attitude toward ecological behaviour.
Well-known and extensively-used instrument for environmental attitude
was the New Environmental Paradigm scale (NEP) presented by Dunlap et al., 2000.
In 2007, F.G. Kaiser et al. created the tool to examine particular attitude in a
relationship with behavior amongst university student (F.G. Kaiser et al., 2007).
Obviously, different exposures of environmental attitude measure were due to various
theological and systematical framework studies. Alternatively, Environmental
Attitudes Inventory (EAI) was established as an organized approach from hundreds of
EA measure available, including NEP scale, Ecocentric- Anthropocentric-Apathetic
attitudes scale, Ecological world view scale, and The environmental perception scale
(Milfont & Duckitt, 2010). Twelve specific facet scales of EAI are unidimensional
scales with taking into consideration multidimensional construct and hierarchical
nature of EA (both horizontal and vertical EA structure). Recently, further study of EA
measure was also discovered to be more characteristic in some cultures or countries,
for instance, The Hadhari Environmental Attitude Test (HEAT) was proposed as an
instrument of Malaysian environmental attitude, which can be universally applied for
Hadhari religious culture (Mokhtar & Mamat, 2012).
In this research, the environmental attitude structure of F.G. Kaiser is
preferred as a measurement of Attitude towards environmental issue. In accordance
with the attitude towards environmental issue defined in this research, it is viewed
both general environmental concern and ecological behavior, which can mainly
implement on the cognitive, affective, and behavior assessment of the natural
environmental protection. However, the majority of the question engaged with
behavior intention assessment excludes green packaging related behavior intention,
which belongs to attitude towards green packaging.
The participants are requested to check off the degree of their acceptance
by using 5point likert-type scale from strongly disagree to strongly agree. 10 questions
for Environmental knowledge (referred to cognition), 5 questions for Environmental
values (referred to affection), and another 11 questions for Environmental behavior
intention (referred to behavior intention) are extracted from the environmental attitude
scale of Kaiser et al.,1999).
Apart from the scales of Kaiser et al., the additional 35 items on the
behavior intention section are selected from Environmental Attitude Inventory (EAI)
(Milfont & Duckitt, 2010). EAI is another attitude measure selection to replenish the
aspects of environmental attitude. Since Behavior intention variable from Kaiser et al.
refers to only about matter of traffic congestion and such problems, EAI twelve
dimensions scales would help manifest overall feasible dimensions of environmental
attitude, including many commonly known attitude measures, such as, Conservation
behavior, Anthropocentric and Ecocentric concern. Four out of twelve dimensions are
chosen to extensively capture scrupulous details related to environmental issue amid
Thailandian context; Environmental movement activism, Environmental threat,
Personal conservation behavior, and Ecocentric concern.
In summary, Attitude towards environmental issue measurement in this
study consists of 7 dimensions in total of 61 questions, which are Environmental
Knowledge, Environmental values, Environmental Behavior Intention, Environmental
movement activism, Environmental threat, Personal conservation behavior, and
Ecocentric concern. Some manipulations and eliminations are required suitably due to
different contexts such as culture, weather, and regulation. One instance is that in
Environmental values the original question number 4 and 6 were cut off since most
Thai people believe in Buddhism and they might not touch or understand about “God”
in that sense. Another instance is that in Personal Conservation Behavior the original
question, “I make sure that during the winter the heater system in my room is not
switched on too high”, was rephrased to “I make sure that during the summer the air
condition system in my room is not switched on too low”.
3.4.2 Measurement of Attitude towards Green packaging

Relatively to the measurement structure of attitude towards environmental
issue, three effects, consists of knowledge, value, and intention, were concluded from
three attitude concepts of Fishbein and Ajzen’s framework; attitude toward
environment, the new environmental paradigm, and attitude toward ecological
behavior (F.G.Kaiser et al., 1999). In this study, Knowledge of green packaging is
measured separately from attitude towards Green packaging and represented as
correlated factor of attitude towards Green packaging. From three effects; knowledge,
value, and intention mentioned by G.Kaiser, As attitude-behavior association
commonly contributes to cognitive (knowledge), effective, and intention, there is
overlapped information between environmental behavior and green packaging in
effective and intention components. Knowledge of green packaging is excluded from
attitude toward green packaging, since it refers as a part of affective approach.
Especially for this study, environmental behavior intention is visualized in two
dimensions, which are green packaging related behavior intention and green
packaging purchase intention. The latter intention would be applied to a measurement
of purchase intention of green packed consumer products.
Green packaging related behavior intention is defined as proenvironmental
behavior specifically referring to an action of recycling, reuse and disposal of
environmental care material or packaging. Thus, Attitude towards Green packaging is
measured in two facets of affective, or value of Green packaging and behavior
intention. There were supportive evidences why the behavior intention of using
recyclable or reusable packaging should be engaged in a questionnaire to reasonably
predict the attitude towards the object related to this behavior like green packaging
(e.g. Mainieri et al., 1997; Kaiser et al., 1999).
According to the literature of Attitude towards Green packaging, two
elements; Green packaging values and Behaviour intention related to Green packaging
are concentrated. Green packaging values have seven major attributes referring to key
factors that affect a buyer’s green packaging efforts from Green Purchasing Strategies
(Hokey Min and William P. Galle, 1997). Seven attributes of Green packaging value
are; Conform to regulations on hazardous items, Package material cost, Package
disposal cost, Nontoxic elements, Recyclability, Reusability, Biodegradability, and
Low-density. Additional 3 items are extracted from buying behaviour of rural and
urban consumers in India: the impact of packaging (Mahavir & Subhash, 2007). While
the behaviour related to Green packaging contains Waste avoidance, Recycling, Reuse,
and Reduce. Majority of the question in the behaviour part is adopted from Behaviour-
based Environmental Attitude instrument (F.G. Kaiser et al., 2007). Some were taken
out due to Thais context. The questions are designed into; 12 items of Green
packaging values and 12 items of Behaviour intention about Green packaging from.
All parts sum totally 24 questions. The inquiry format was set to be 5 point likert style.
3.4.3 Measurement of Knowledge of Green packaging

Referring to the research model, Knowledge of Green packaging is
measured separately from attitude towards it, which both of them are correlated to
each other. Thus, knowledge of Green packaging solely represents one of three
attitude elements.
As Green packaging attitudes could be impacted by knowledge of Green
packaging including material properties of the package, packaging life cycle, and
waste disposal. Four items from Vera, Richard , & Jan-Henrik were mainly used to
assess material knowledge (Vera, Richard , & Jan-Henrik, 2011). The items are ‘I am
aware of which materials are easier to recycle’, ‘I know about the life-cycle of
package’, ‘I do not know how much energy it takes to produce Green packaging’
(reverse coded), and ‘I do not know how the things I recycle are processed and re-
used’(reverse coded). Another five items were constructed and derived from main
subjects of green packaging knowledge’s literature. Thus, the questions sum up to 10
in total, composing of three categories; green packaging material, packaging life cycle,
and waste management. On these scales, participants indicated their level of
knowledge from 1 (lowest) to 5 (highest).
3.4.4 Measurement of Purchase intention of green packaged consumer

product
One effective predictor used to measure safety to the environment under
purchasing decision was the whole environmental attitudes scales (Mainieri et al.,
1997). The scale of Intention effect measurement from the study of Factors in
Environmental Advertising Influencing Consumer’s Purchase Intention can be elicited

and applied for measuring Purchase intention (Habib , Idrees, & Khursheed, 2010).
The original scale comprised of four questions asking about buying environmental
friendly products, somehow, regarding to research topic the questions therefore were
reworded from environmental friendly products to environmental friendly packaging
products instead.
Furthermore, another one question from Tseng and Tsai was added to help
embrace peer and family influence on purchase intention (Effect of consumer
environmental attitude on green consumption decision making; Tseng and Tsai, 2011).
All inquiries are in form of 5point likert scale check list starting from strongly disagree
to strongly agree.
3.5 Reliability and Validity

The researcher use the coefficient of internal consistency called “ or
Chronbach’s alpha” to estimate the reliability of a psychometric test for a sample of
examinees or respondents (Chronbach, 1951). Reliability was regarded as a particular
procedure that always provides the same result no matter how many times it is
implemented (Babbie, 2001). Nunnally (1978) stated that reliability refers to the test’s
measurements that can be repeated for many times. Reliability is a quantified
consistency, which is normally estimated by determining coefficient alpha (Nunnally
,1978). Carmines and Zeller (1979) concluded that the higher value of reliability of
measurement technique is, the more consistent results in repeated measurement are.
Nunnally (1978) clued that higher alpha value toward 1 denotes higher level of
reliability. A coefficient alpha of 0.70 or higher is preferable to considering reliability.
Every applicable data is tested to perceive reliability. Conbach’s Aplha
Coefficient is used to determine reliability. The aim is to see if each variable gets the
score which exceeds a value of 0.7 or not. Nunnally (1978) stated that data is
considered to be reliable data when its value is higher than 0.7. Each construct falls
within the acceptable range of 0.71 – 0.82. SPSS is utilized to help calculate the
coefficient alpha value of each construct.
3.6 Analysis tools

The researcher would use the statistical package call “SPSS” to run linear
regression both simple and multiple regression and analyze the descriptive statistic.
CHAPTER IV
RESULT AND DISCUSSION
This chapter discusses about the results from data analysis including the
profile of respondents, the hypothesis testing. 257 completed questionnaire were
analyzed using SPSS. The analysis methods are divided into 2 main sections as
follows:
Part 1 Descriptive Statistical Analysis
Descriptive statistical analysis is used to be an initial analysis. It
analytically describes and demonstrates the target population’s demographic outcome.
The analysis of demographic information is based upon simple statistical values.
Part 2 Hypothesis Testing
Hypothesis Testing is the process of examining how accurate the
hypotheses in conceptual framework are. The relationships between independent
variable and dependent variable are analyzed by using multiple regression method.
Symbols shown beneath are commonly utilized for this method.
Symbols used in the Analysis

X = Average of the population
S.D. = Degree of data deviated from mean
N = Target population
β = Standardized coefficients used to estimate the result
T = T Statistic, a ratio of the departure of an estimated
parameter
Sig = A unit of standard deviation indicating the degree of
spread within a set of measurements
R2 = R-square or a coefficient of determination
4.1 Initial Analysis

At the beginning of analysis, each data is primarily checked to ensure
appropriateness for regression analysis. It can be indicated by a value of skewness and
kurtosis. These variables would determine the presence of normality and outliers in the
graph. Histograms and box plots are used for visualizing an overview picture of each
variable with a scale measurement. Skewness attributes a symmetrical distribution
approaching to the mean. Whereas, kurtosis attributes the level of the highest point in
the histogram (Malhotra et al., 2002). If the results of these values are found less than
(+/-) 2.00, it means that the data is distributed normally, which implies to be suitable
for further analysis.
4.2 Descriptive Analysis

In this analysis, it provides statistical data from demographic information,
such as, maximum, minimum, and mean of gender, educational level, and income. All
gender was found in this study, including other sex identifications. Undergraduate
students in each year of study participated in the survey. The highest percentage fell to
second year students. For another parameter, personal income, there were respondents’
income level from less than 10,000 baht, up to more than 30,001 baht (mostly was
10,000-15,000). Restrictively, only undergraduates aging above 18 years old are able
to conduct the survey, and their university have to be located in Bangkok and
boundary.
4.3 Results of the Respondents’ Demographic Information

Based on analysis, demographic information of the respondents in this
study is exhibited in the frequency tables 4.1 shown on the next page.
Tables 4.1 Demographic Information of Respondents

Statistics Qualification Response Percentage (%)
Gender Male 89 34.8
Female 162 63.3
Others 5 2.0
Years of First year 58 22.7
Education Second year 88 34.5
(Year) Third year 63 24.7
Forth year 38 14.9
More than forth year 8 3.1
Monthly Income Less than 10,000 159 64.4
(Baht) 10,001-15,000 60 24.3
15,001-20,000 9 3.6
20,001-25,000 9 3.6
25,001-30,000 8 3.2
More than 30,001 2 0.8
Since there were missing values in the samples, so percentage has to be

adjusted as valid percentage to use for interpretation. As a result of frequency tables,
most respondents are represented by females at 63.3%, followed by males at 34.8%,
and other sexes at 2%. Sophomore students are majority of the samples with 34.5%.
While amount of freshmen and juniors shows nearly the same, by 22.7% and 24.7%
respectively. Only 3.1% of total is undergraduates with more than forth year. Not
surprisingly, Income level of Bachelor degree students mostly fell to less than 10,000
baht by 64.4%. Second, 10,001-15,000 baht range has a percentage of 24.3. However,
respondents who has monthly income more than 30,001 baht still appeared at 0.8%.
4.4 Hypothesis Testing

After the data is cleaned and established the goodness of measure, the data
is ready to be analyzed and tested for the hypotheses developed in the above chapters.
This section investigates the results of research hypotheses. It is divided into two sub-
sections. The first part concerns verification of the hypotheses including the status of a
relationship in each hypothesis, and further examines latent factors in order to
determine how purchase intention on green packaged consumer products can be
obtained through Attitude towards environmental issue, Knowledge of green
packaging, and Attitude towards green packaging. Statistical techniques utilized and
applicable in this part are all multiple regression analysis techniques. The second part
is a summary of the hypotheses results obtained from the previous parts.
Table 4.2 Summary of Hypotheses

Analytical
Number Hypothesis
Technique
Attitude towards environmental issue is
Multiple Regression
H1 significantly correlated to Attitude towards Green
packaging.
Attitude towards environmental issue is
Multiple Regression
H2 significantly correlated to Purchase intention of
Knowledge of green packaging is significantly Multiple Regression

H3
correlated to Attitude towards Green packaging.
Knowledge of green packaging is significantly

Multiple Regression
H4 correlated to Purchase intention of green packed
consumer products.
Attitude towards Green packaging is significantly
Multiple Regression
H5 correlated to Purchase intention of green packed
consumer products.
Table 4.2 shows the causal relationships hypothesized which they are
statistically verified by multiple regression analysis. All Hypotheses are tested by
using multiple regression analysis, since each correlation has more than one
independent variables.
4.4.1 Multiple Regressions analysis

This method is used to determine the relationship between several
independent variables and one dependent variable in form of linear equation. The
objectives of this analysis are (1) to explain how dependent variable is affected by
each independent variable (2) to find the regression equation and evaluate efficiency
of that equation (3) to test Hypotheses.
In one model of analysis, the result can be simply divided into three
statistical tables. First table names Model summary. It informs about how efficient the
model is, consisting of 5 technical values; (1) Correlation Coefficient (R) is a value of
relationship between predicting value and realistic value. The closer correlation
coefficient to 1 indicates the more suitability for the model. (2) R square means a
capability in predicting the relationship in the model. Closeness of correlation value to
1 indicates the better level of Goodness of Fit. (3) Adjusted R square is R square value
taken into consideration a number of independent variables and a number of degree of
freedom. (4) Standard Error of the Estimate (Std. Error of the Estimate or SEE)
represents standard deviation of Residuals that derived from regression equation and
other related values. (5) The Durbin-Watson test is utilized to prove this assumption.
A result close to 2 predicts that the residuals are not correlated (Field, 2005). If the
Durbin-Watson is found to be close to 2.0, this means the assumption of independent
errors are not infringed.
Second chart is called ANOVA. It is used to determine significances of
every variables in the equation whether they are good representative of population in
the samples or not. The important value that needs to be concerned is significant value
(Sig) or known as P-value. If P-value is approaching to 0 (zero), the samples in the
model is significant representative of population in the target group.
Third section is Coefficient. It is used to determine significance in a
relationship between independent variables and dependent variable in regression
model. P-value and Beta commonly are key indicators. If P-value appears less than
0.05, it means independent variable is significant to dependent variable. In this case,
plus and minus sign in front of Beta would further indicate positive or negative
correlation of the hypothesis. In addition, multicollinearity is in need to be observed
(Cavana, Delahaye, & Sekaran, 2001). Multicollinearity refers to a condition which
two or more variables are tightly related. It is indicated by Variance Inflation Factor
(VIF). A common threshold value of VIF is 10.0 (Hair et al., 1998; Field, 2005).
Another indicator, Tolerance, should not be less than 0.2, so Multicollinearity would
not happen among variables.
However, the researcher has made a summary version of the results into
one simple table, which is more convenient to understand and examine. The table
adequately includes all key indicators used for the analysis.
Attitude towards Durb

environmental Depende in
H1 issue nt β t Sig VIF R2
- Sig
(Independent Variable Wats
Variable) on
Environmental
1.1 0.306 4.928 0.000 1.806
Knowledge
Environmental
1.2 0.173 2.935 0.004 1.623
Values
Environmental - -
1.3 0.070 1.443
Threat 0.101 1.818
Green Packaging Values
Ecocentric
1.4 0.038 0.584 0.560 1.932
Concern
0.453 2.069 0.000
Environmental
1.5 Behavior 0.314 6.064 0.000 1.253
Intention
Environmental
1.6 Movement 0.096 1.604 0.110 1.693
Activism
Personal
1.7 Conservation 0.038 0.638 0.524 1.637
Behavior
Table 4.3 Multiple Regression Results of Hypothesis 1 (Attitude towards
environmental issue-Green packaging values)
According to the results of multiple regression analysis shown in Table

4.3, three independent variables (Environmental knowledge, Environmental values,
and Environmental Behavior Intention) are found to have a significant effect on Green
packaging. The important values in Hypothesis 1.1, 1.2, and 1.5 are β = 0.306, t =
4.928 and p < 0.05; β = 0.173, t = 2.935 and p < 0.05; β = 0.314, t = 6.064 and p <
0.05 respectively. Whereas another four predictors do not have any significant impact
on dependent variable (P value is more than 0.05). In Hypothesis 1.3, Environmental
threat has no influence on Green packaging values (β = -0.101, t = -1.818 and p >
0.05). In Hypothesis 1.4, Ecocentric concern is not able to significantly predict Green
packaging value (β = 0.038, t = 0.584 and p > 0.05). In Hypothesis 1.6, Environmental
movement activism is deemed no relationship to Green packaging value (β = 0.096, t
= 1.604 and p > 0.05). In Hypothesis 1.7, Personal conservation behavior is not
essentially associated to Green packaging value (β = 0.038, t = 0.638 and p > 0.05). In
addition, all VIF values shown in the table are less than 10, and Tolerance values are
more than 0.2. Therefore, multicollinearity does not occur. To conclude, the
assumption of multiple regressions is not violated.
Adjusted R square was 0.453 or 45.3%. It means that Environmental
Knowledge, Environmental values, Environmental Behavior Intention, Personal
conservation behavior, Environmental threat, Environmental movement Activism, and
Ecocentric concern, can explain 45.3% of the variation in Green packaging value.
Furthermore, the Durbin-Watson score in table 4.3 is found to be close to 2.0. This
means the assumption of independent errors are not violated. As a result, this
regression model is significant representative of population in the target group.
Overview model is able to explain dependent variable of green packaging values
[ANOVA sig, p < 0.0005].
Table 4.4 Multiple Regression Results of Hypothesis 1

(Attitude towards environmental issue-Behavioral intention about green
packaged consumer products)

Depen
environmental in
dent
H1 issue β t Sig VIF R2 - Sig
Variab
(Independent Watso
le
Variable) n
Environmental
1.1 0.152 2.160 0.032 1.806
Knowledge
Environmental
1.2 0.113 1.700 0.090 1.623
Values
Behavioral Intention about Green Packaging
Environmental
1.3 -0.187 -2.978 0.003 1.443
Threat
0.303 1.952 0.000
Ecocentric
1.4 0.008 0.114 0.909 1.932
Concern
Environmental
1.5 Behavior 0.239 4.095 0.000 1.253
Intention
Environmental
1.6 Movement 0.010 0.152 0.879 1.693
Activism
Personal
1.7 Conservation 0.281 4.210 0.000 1.637
Behavior

4.4, three independent variables (Environmental knowledge, Environmental Behavior
Intention, and Personal conservation behavior) have a positive correlation to Behavior
intention about green packaging due to P value being less than 0.05. The important
values in Hypothesis 1.1, 1.5, and 1.7 are β = 0.152, t = 2.160 and p < 0.05; β = 0.239,
t = 4.095 and p < 0.05; β = 0.281, t = 4.210 and p < 0.05 respectively. While
Environmental Threat is negatively related to Behavior intention about green
packaging because of negative sign in Beta (β = -0.187, t = -2.978 and p < 0.05).
Therefore, another three predictors were found not to be significance to dependent
variable (P value is more than 0.05). In Hypothesis 1.2, Environmental values has no
influence on Behavior intention about green packaging (β = 0.113, t = 1.700 and p >
0.05). In Hypothesis 1.4, Ecocentric concern is not able to significantly predict
Behavior intention about green packaging (β = 0.008, t = 0.114 and p > 0.05). In
Hypothesis 1.6, Environmental movement activism shows no relationship to Behavior
intention about green packaging (β = 0.010, t = 0.152 and p > 0.05). In addition, all
VIF values shown in the table are less than 10, and Tolerance values are more than
0.2. Therefore, multicollinearity does not occur. To conclude, the assumption of
multiple regressions is not violated.
Adjusted R square was 0.303 or 30.3%. Furthermore, the Durbin-Watson
score in table 4.4 is found to be close to 2.0. This means the assumption of
independent errors are not violated. As a result, this regression model is significant
representative of population in the target group. Overview model is able to explain
dependent variable of behavior intention about green packaging [ANOVA sig, p <
0.0005].
In summary, According to regressions analysis of hypothesis 1,
Environmental Knowledge, Environmental values, Environmental Behavior Intention,
Personal conservation behavior, Environmental threat, Environmental movement
Activism, and Ecocentric concern, can explain 45.3% of the variation in Green
packaging value, and 30.3% of the variation in Behavior intention about Green
packaging ( considered from Adjusted R square value). We can conclude that Attitude
towards Environmental issue is significant to Attitude towards green packaging.
Independent variables of Environmental knowledge, Environmental values, and
Environmental Behavior Intention have a positive influence to Green packaging
values. Meanwhile, independent variables of Environmental knowledge,
Environmental Threat, Environmental Behavior Intention, and Personal conservation
behavior are dominant to Behavior intention about green packaging. This model was
discovered no multicollinearity.

environmental Depende in
H2 issue nt β t Sig VIF R2 - Sig
(Independent Variable Watso
Variable) n
Environmental
2.1 0.249 3.495 0.001 1.806
Knowledge
Environmental
2.2 0.171 2.539 0.012 1.623
Purchase Intention Of Green Packaged consumer products
Values
Environmental -
2.3 -0.057 0.368 1.443
Threat 0.903
Ecocentric -
2.4 -0.158 0.033 1.932 0.282 1.789 0.000
Concern 2.146
Environmental
2.5 Behavior 0.117 1.976 0.049 1.253
Intention
Environmental
2.6 Movement 0.261 3.795 0.000 1.693
Activism
Personal
2.7 Conservation 0.038 0.566 0.572 1.637
Behavior

4.5, Environmental Threat and Personal conservation behavior expose not
significantly associated to Purchase intention due to P value being more than 0.05
(Hypothesis 2.3; β = -0.057, t = -0.903 and p > 0.05, Hypothesis 2.7; β = 0.038, t =
0.566 and p > 0.05). On the other hand, Environmental Knowledge, Environmental
values, Ecocentric concern, Environmental behavior intention, and Environmental
movement activism were found significance to dependent variable (P value is less than
0.05). In hypothesis 2.1, 2.2, 2.6, Independent variables can positively predict
Purchase intention (β = 0.249, t = 3.495 and p < 0.05; β = 0.171, t = 2.539 and p <
0.05; β = 0.261, t = 3.795 and p < 0.05 respectively). The finding presented the
uncertainty of a connection between Environmental Behavior Intention and Purchase
Intention. P-value of Hypothesis 2.5 came nearly 0.05 (β = 0.117, t = 1.976 and p <
0.05). Aversely, in hypothesis 2.4, Ecocentric concern is negatively related to
Purchase intention owing to minus sign in Beta (β = -0.158, t = -2.146 and p < 0.05).
In addition, all VIF values shown in the table are less than 10, and Tolerance values
are more than 0.2. Therefore, multicollinearity does not occur. To conclude, the
dependent variable of purchase intention of green packed consumer products
[ANOVA sig, p < 0.0005].
In summary, Attitude towards Environmental issue is significant to
Purchase intention of green packaged consumer products. Environmental Knowledge,
Environmental values, Environmental Behavior Intention, Personal conservation
behavior, Environmental threat, Environmental movement Activism, and Ecocentric
concern, can explain 28.2% of the variation in Purchase intention of green packaged
consumer products (considered from Adjusted R square value).

(Knowledge of Green packaging-Green packaging values)
Knowledge
of green Durbin
Dependent
H3 packaging β t Sig VIF R2 - Sig
Variable
(Independen Watson
t Variable)
Green
3.1 Packaging 0.305 4.008 0.000 1.612
Green Packaging Values
Material
Packaging -
3.2 -0.055 0.956 1.504 0.078 1.933 0.000
Life Cycle 0.004
Waste
-
3.3 Manageme -0.294 0.769 1.209
0.019
nt

4.6, only one independent variable, Green Packaging Material, expressed a
significance to Green packaging values due to P value being less than 0.05
(Hypothesis 3.1; β = 0.305, t = 4.008 and p < 0.05). On the other side, Packaging Life
Cycle disclosed no relationship to values of green packaging because of P-value >
0.05 (Hypothesis 3.2; β = -0.004, t = -0.055 and p > 0.05). As well as Waste
Management, it is not able to predict Green packaging values in this model
(Hypothesis 3.3; β = -0.019, t = -0.294 and p > 0.05). In addition, all VIF values
shown in the table are less than 10, and Tolerance values are more than 0.2. Therefore,
multicollinearity does not occur. To conclude, the assumption of multiple regressions
is not violated.
dependent variable of green packaging values [ANOVA sig, p < 0.0005].

(Knowledge of Green packaging-Behavioral Intention about Green packaging)
Knowledge
Durbi
of green
Dependen n
H3 packaging β t Sig VIF R2 Sig
t Variable -
(Independen
Watson
t Variable)
Green
3.1 Packaging 0.199 2.572 0.011 1.612
Behavioral Intention about
Material
Green Packaging
Packaging
3.2 0.041 0.556 0.579 1.504 0.052 1.818 0.001
Life Cycle
Waste
3.3 Manageme 0.076 1.138 0.256 1.209
nt

4.7, only one independent variable, Green Packaging Material, is suitable predictor for
Behavior Intention about Green packaging due to P value being less than 0.05
(Hypothesis 3.1; β = 0.199, t = 2.572 and p < 0.05). Conversely, Packaging Life Cycle
indicated no relationship to Behavior Intention about Green packaging because of P-
value > 0.05 (Hypothesis 3.2; β = 0.041, t = 0.556 and p > 0.05). Similarly to Waste
Management, it is not able to predict Behavior Intention about Green packaging in this
model (Hypothesis 3.3; β = 0.076, t = 1.138 and p > 0.05). In addition, all VIF values
shown in the table are less than 10, and Tolerance values are more than 0.2. Therefore,
multicollinearity does not occur. To conclude, the assumption of multiple regressions
is not violated.
independent errors are not violated. As a result, every variables cannot be significant
representative of population in the target group. Overview model is not able to explain
dependent variable of Behavior Intention about Green packaging [ANOVA sig, p >
0.0005].
In summary, according to regressions analysis of hypothesis 3, Waste
Management, Packaging Life Cycle, and Green Packaging Material can only explain
7.8% of the variation in Green packaging value, and 5.2% of the variation in Behavior
intention about Green packaging (considered from Adjusted R square value). Green
packaging knowledge is not significantly correlated to all aspects of Green packaging
attitude. It has a positive impact on Green packaging values, but it is not significant to
Behavior intention about green packaging. Green packaging material knowledge is
magnificent predictor. This model was discovered no multicollinearity.
Knowledge Durbi
of green n
Dependent
H4 packaging β t Sig VIF R2 - Sig
Variable
(Independen Watso
t Variable) n
Green
4.1 Packaging 0.187 2.395 0.017 1.612
Packaged consumer products
Material
Purchase Intention
Of Green
Packaging
4.2 0.047 0.619 0.537 1.504 0.032 1.647 0.010
Life Cycle
Waste
4.3 Manageme -0.042 -0.628 0.531 1.209
nt

4.8, only one independent variable, Green Packaging Material, plays an important role
to predict Purchase Intention due to P value being less than 0.05 (Hypothesis 4.1; β =
0.187, t = 2.395 and p < 0.05). Conversely, Packaging Life Cycle indicated no
relationship to Purchase Intention because of P-value > 0.05 (Hypothesis 4.2; β =
0.047, t = 0.619 and p > 0.05). In the same way of Waste Management, it is not able to
predict Purchase Intention in this model (Hypothesis 4.3; β = -0.042, t = -0.628 and p
> 0.05). In addition, all VIF values shown in the table are less than 10, and Tolerance
values are more than 0.2. Therefore, multicollinearity does not occur. To conclude, the
independent errors are not violated. As a result, every variables cannot be significant
representative of population in the target group. Overview model is not able to explain
dependent variable of Purchase Intention [ANOVA sig, p > 0.0005].
In summary, Knowledge of green packaging is not significant to Purchase
intention of green packaging. Green Packaging Material, Packaging Life Cycle, and
Waste Management can explain only 3.2% of the variation in Purchase intention of
green packaging (considered from Adjusted R square value).
Attitude
towards Durbi
Depende
green n Sig
H5 nt β t Sig VIF R2
packaging -
Variable
(Independen Watson
t Variable)
Green
Packaged consumer products
Purchase Intention Of Green
5.1 Packaging 0.446 6.639 0.000 1.650
Values
Behavioral 0.299 1.824 0.000
Intention
5.2 about 0.148 2.200 0.029 1.650
Green
Packaging

4.9, all independent variables representing latent variable of Attitude towards Green
packaging were found to be significant to Purchase Intention of green packed
consumer products. One variable, Green packaging values has a positive effect to
Purchase Intention (Hypothesis 5.1; β = 0.446, t = 6.639 and p < 0.05). Similarly to
another variable, Behavior intention about Green packaging has positive dominance to
Purchase Intention (Hypothesis 5.2; β = 0.148, t = 2.2 and p < 0.05). In addition, all
VIF values shown in the table are less than 10, and Tolerance values are more than
0.2. Therefore, multicollinearity does not occur. To conclude, the assumption of
multiple regressions is not violated.
independent errors are not violated. As a result, every variables can be significant
dependent variable of Purchase Intention [ANOVA sig, p < 0.0005].
In summary, Attitude towards green packaging is significant to Purchase
intention of green packaging. Green packaging values and Behavior intention about
Green packaging can explain 29.9% of the variation in Purchase intention of green
packaging (considered from Adjusted R square value).
4.4.2 Results of Hypotheses

In conclusion, the findings present both significant and insignificant
relationship among five hypotheses, comprising 4 latent variables of Attitude towards
environmental issue, Knowledge of Green packaging, Attitude towards Green
packaging, and Purchase intention of green packed consumer products. The outcome
provides statistical results to investigate that Attitude towards environmental issue and
Attitude towards Green packaging have significant impact on purchase intention of
green packaged consumer product. Whereas, Knowledge of Green packaging is not
significant to purchase intention of green packaged consumer product. All results in
each hypothesis are illustrated in Table 4.10 on the next page.
Table 4.10 Results of Hypotheses

Number Hypothesis Result
Attitude towards environmental issue is significantly
H1 Significant
correlated to Attitude towards Green packaging.
Attitude towards environmental issue is significantly
H2 correlated to Purchase intention of green packed Significant
consumer products.
Knowledge of green packaging is significantly Partially
H3
correlated to Attitude towards Green packaging. significant
Knowledge of green packaging is significantly
H4 correlated to Purchase intention of green packed Insignificant
consumer products.
Attitude towards Green packaging is significantly
H5 correlated to Purchase intention of green packed Significant
consumer products.
CHAPTER V
CONCLUSION AND RECOMMENDATION
This chapter provides conclusion from the results and summary from the
investigation. The results then are discussed and compared with results of previous
similar research which is discussed in chapter 2. How the results can be beneficial to
academicians and practitioners is discussed. Finaly, recommendations for future
research is given. They should learn toward what the author would recommend
scholars to implement in further study and which points need to be concerned or
changed for obtaining more accurate result.
5.1 Conclusion
5.1.1 Objective of the Study

1.) To explore attitude towards green packaging among Thai
undergraduate students.
2.) To study the relationship among latent variables; attitude towards
environmental issue, knowledge of green packaging, and attitude towards green
packaging. (H1, H3)
Attitude towards Green packaging.
H3: Knowledge of green packaging is significantly correlated to Attitude
3.) To study how important factors (attitude towards environmental issue,
knowledge of green packaging, and attitude towards green packaging) influence
intention to purchase green packaged consumer products. (H2, H4, H5)
H4: Knowledge of green packaging is significantly correlated to Purchase

intention of green packed consumer products.
H5: Attitude towards green packaging is significantly correlated to
5.1.2 Subject, Material and Procedure

The subjects of the research comprise of 257 undergraduates who are in
ages of more than 18 years, and studying at the university in Bangkok or surrounding
areas. Quantitative research was employed in this study in which questionnaire is a
basic instrument to collect the data. Quata sampling was used to select the students
who served as samples in this study. Once samplings meet the quotas set prior to
launching the questionnaires. Raw data was input in SPSS, and analyzed by using
multiple regressions approach.
5.1.3 Major Findings

As the results acquired from descriptive analysis of demographic
information, the portion of female respondents are almost twice compared to that of
male respondents. In educational background, greater number of the respondents were
found studying in a second year. In earning side, more than half of the sample size
receive personal income less than 10,000 baht per month.
From descriptive statistics of Attitude towards green packaging, university
students in Bangkok perceive green packaging at medium rather to high level,
referring to mean value of 3.9478 and 3.4105 of green packaging values and behavior
intention about green packaging respectively.
According to multiple regression analysis, independent variables of
Attitude towards environmental issue were found to be significant predictors to
Attitude towards green packaging and purchase intention of green packed consumer
products. Surprisingly, only two facets of attitude towards environmental issue,
Environmental knowledge and Environmental Behavior Intention, had positively
response to all aspects of attitude towards green packaging and purchase intention of
green packed consumer products. While Environmental threat has a negative
correlation with purchase intention of green packed consumer products. Likewise,
attitude towards green packaging including green packaging values and behavior
intention about green packaging was significantly related to purchase intention of
On the other hand, knowledge of green packaging was unexpectedly
discovered no significant effect to Attitude towards green packaging and purchase
intention of green packed consumer products. However, one major dimension of
knowledge of green packaging, green material can predict Green packaging values and
purchase intention of green packed consumer products, but not that for Behavior
intention about green packaging. Curiosities and implications about the results will be
discussed more in detail.
5.2 Discussion
The importance of this study is to answer the objective with reasonable
and harmonious explanations from the results. The major purpose is to explore the
attitude towards green packaging among teenagers and determine its impact on
purchase intention of green packaged consumer products by concerning all related
factors and their relationships. The scrutiny was found out that university students in
Bangkok moderately perceive green packaging in term of value and behavior intention
of green packaging. As mentioned in literature review, green trend in Thailand is
regarded as in primary stage and green consumers have currently been growing.
Undergraduates felt concerned over green packaging as much as environmental issue.
In accordance with the conceptual framework, 2 predominant variables,
Attitude towards environmental issue and Knowledge of green packaging, are
stipulated to predict attitude towards green packaging. However, the analysis reported
that merely Attitude towards environmental issue has significant correlation to two
aspects of attitude towards green packaging. Moreover, only three out of seven
dimensions of Attitude towards environmental issue expressed a positive relationship
to green packaging values. Common factors; Environmental knowledge,
Environmental values, and Environmental behavior intention, are cited by the
conceptual skeleton of environmental attitude approach (F.G.Kaiser et al., 1999). That
means students who either have environmental knowledge or realize environmental
values would rather enhance with the value of green packaging. Surprisingly, other
dimensions adopted from Environmental Attitude Inventory (EAI) (Milfont & Duckitt,
2010) cannot be inclusive in forecasting green packaging values, especially personal
conservation behavior. The result unexpectedly shows that people considers
transportation issue more critical in understanding the value of green packaging than
power conservation behavior.
Four out of seven have a significant meaning to Behavior intention about
green packaging. Among four variables, Environmental knowledge, Environmental
behavior intention, and Personal conservation behavior show a positive result, but
environmental threat is found negatively associated with Green packaging behavior
intention. Thus, most people do not think that nature balance was threaten by human
and they think that it is not implicated in behavior intention on reduce, reuse, and
recycle. Differently from the correlation to green packaging values, personal
conservation behavior is able to predict behavior intention about green packaging,
such as proceeding 3Rs principle. The reason is quite obvious that people who usually
conserve energy and environment are more likely to implement other activities
involved in green packaging, such as waste reduction and recycling.
Alike outcome from a literature of Mainieri et al. (1997) stated that
involvement in recycling program and the number of material recycled were both
positively prognosticated by energy conservation activities. Furthermore, participation
in one type of conservation activity may increase the tendency to take part in other
types of environmental behaviors in the some surroundings (Mainieri et al., 1997).
This result of the relationship between Attitude towards environmental issue and
Behavior intention about green packaging expressed a similar manner as that from the
study of F.G.Kaiser et al. (1999), which also confirmed that Attitude towards
environmental issue was a powerful predictor of ecological behavior. In overview of
the connection between Attitude towards environmental issue and Attitude towards
green packaging, only environmental knowledge and Environmental behavior
intention can positively dominate both Green packaging’s values and behavior
intention.
Even though, another factor, Knowledge of green packaging was not
significant to every dimension of Attitude towards green packaging, one dimension,
Green material knowledge, can approach to one angle of Attitude towards green
packaging, Green packaging values. Thus, people who know about green packaging
material can easily distinguish the value of green packaging, but cannot attract their
intention to take part in ecological activities about green packaging. Astonishingly, the
result turns out differently, comparing to many previous studies of specific
environmental knowledge and attitude (Ajzen, 1985; Stutzman & Green, 1982; Stern,
1992), and some studies of knowledge and ecological behavior (Simmons and
Widmar, 1990; Rokicka, 2002; Mohamed, 2006).
Consequence of the direct involvement of three independent variables and
purchase intention of green packed consumer products indicated that positive attitude
towards green packaging could induce consumer to an expenditure of green packaged
consumer products. Two factors of attitude towards green packaging; values and
behavior intention of green packaging, are all significant to this purchase intention.
People who explore value of green packaging and take action related to green
packaging, such as using repeatable bag instead of plastic bag and assorting waste, are
likely to spend their money in green packaged consumer products. This consequence
was also mentioned in the past study about environmental subject (Ajzen, 1985; G.
Ares et al., 2010). The investigating data proved that the consciousness to recycling
can awaken people’s awareness of the environmental effects on purchasing the
materials and packaging (Mainieri et al., 1997).
Identically, environmental attitude was directly significant predictor of
intention to purchase green packaging products. Similar results was found from the
past studies of environmental attitude and green purchase intention (Chyong et al.,
2006; Mohamed, 2006; Tseng & Tsai, 2011). However, some studies of environmental
attitude and green purchasing bahavior answered oppositely (Chen & Chai, 2010;
Arttachariya, 2012). Espacially, a journal which is a prototype of the conceptual
framwork in this study shows no significance between attitude towards environmental
protection and green purchase intention (Nik Ramli , Kamaruzaman , & Kamsol ,
2009). In addition, many researchers aruged that general environmnetal attitude was
indirectly dominant to specific behavior and intention (Ajzen, 1991; Hines et al., 1987,
S. Bamberg, 2003; Mainieri et al., 1997; Weigel, 1983).
Lastly, knowledge of green packaging was not consequential to purchase

intention of green packed consumer products. Surprisingly, papers in the past
demonstrated in another direction, for example, the theory of planned behavior (Ajzen,
1985) and Environmental behavior model (Jody M. Hines, 1987). From interpretation
of the results, it does not matter how much knowledge of green packaging individuals
have. As long as, they are beware of environmental problem, they are willing to buy
green packaging products.
In conclusion, Knowledge of green packaging can partially influence
attitude towards green packaging. Furthermore, it cannot directly lead to purchase
intention of green packaged consumer products. On the other hand, attitude towards
environmental issue can directly affect purchase intention of green packaged consumer
products and also dominate attitude towards green packaging. Eventually, consumers
who have a positive attitude towards green packaging, they are more likely to purchase
green packaged consumer products.
5.3 Implication
In present, it is inevitable that people are becoming more conscious about
environmental issue. Since they realize how disastrous a consequence may happen.
Common example of greenhouse effect is the cause of uncommon phenomenon
human are now experiencing, such as, polar ice melting and unusual weather
distribution. When the way of thinking has shifted, the behavior of people then
changes accordingly, including their lifestyle and purchase behavior.
As many more green consumers are increasing in Thailand, it is an
opportunity for the firms to boost up its competitive advantages in the market. The
companies who are interested in penetrating into green segmentation may consider
using green packaging as priority due to its low cost and high effectiveness. This study
contributes many beneficial implications to both individuals and marketers who would
like to study on attitude towards green packaging and its impact on purchase intention
of green packaging products. The marketers need helpful information to ensure that
their marketing strategies are developed to the right direction. One important thing that
the marketers would like to know is how their customer think about green packaging.
The result indicated that attitude towards green packaging among

undergraduates was at moderate level. But once they perceive the value of green
packaging and bring it into practice, they have a tendency to buy green packaging
products. To create this perception marketers should concentrate on the dominant
factors behind attitude towards green packaging, which are attitude towards
environmental issue and knowledge of green packaging. Attitude towards
environmental issue is very magnificent in this study, because it can positively change
consumer’s viewpoint of green packaging and can further persuade consumer into
purchase green packaging products.
Whereas, knowledge of green packaging was found to be less significant.
Educating consumers about green packaging is not workable for positively changing
in attitude towards green packaging. It only helps consumers in term of realizing the
value of green packaging. Thus, positively changing people’s attitude towards
environmental issue is more effective than educating consumers about green
packaging.
Marketers should launch marketing activities which are providing
education of environmental issue and practice of ecological behavior. For example,
they may describe how their product attached to environment protection, at the same
time, playing a game can demonstrate a practice of how we can execute to relieve the
environmental problem.
In conclusion, attitude toward green packaging can be mostly influenced
by attitude towards environmental issue. Moreover, consumers who have positive
attitude towards environmental issue or positive attitude towards green packaging
would rather to purchase green packaged consumer products than consumers who
would not. Solely knowing green packaging material does not benefit to changing
green packaging attitude as well as to conveying purchase intention of green packaged
consumer products. Therefore, this information implicitly explains how the marketers
can develop their marketing strategy to accomplish positively green packaging
attitude. So that would lead to intention to purchase green packaging product and
eventually gain a higher sales. Nevertheless, in conducting green marketing, the firms
should beware of brand misconception that might make customer confused and loss
theirs brand identity.
Green packaging concept has come to more extensive perspective of the

whole material flow and the effect throughout the cycle. Green packaging is becoming
more valuable and sustainable in the future. Cradle-to-cradle concept and eco-design
are mentioning wider and wider in the years to come. Thus, sustainable packaging is
one interest that would commonly be seen in the future.
5.4 Limitation
Due to a constraint of time and resources, this study concentrated only on a
group of undergraduates in Bangkok metropolitans. Since the quantitative method
used in this research is conducting self-reporting survey. Respondents might feel
biased against sincere opinion in answering questions. Social desirability of morality
on environmental protection and green packaging supposes to distort the actual
response. During the survey, respondents sometimes complained that a great number
of questions and several reverse sentences in the questionnaire made them feel
frustrated and unintended to truly answer the question.
Besides, there are just a few researches in Thailand studying about green
packaging. Most of them are foreign literatures, which majority studies about attitude
towards environmental friendly product. Only some directly connect to attitude
5.5 Recommendation for Future Research

To reduce the risk of social desirability or self-bias effects, either in-depth
personal interviews or focus groups discussion should be implemented in the future
research to obtain respondent’s interaction and explanation. The number of questions
should frame appropriately in order to avoid redundancy. Using a pilot distribution
technique is a suggestion. Moreover, the measurement of knowledge level of green
packaging was restricted to be in form of likert-scale because of analysis format.
Several degrees of knowing might be described differently by each individual. Thus,
self-evaluation might drive the risk of reliability to the result. Future researches should
design this section in form of multiple choices if possible.
Apart from individual factors like knowledge and attitude, the researcher
suggests that contextual factors should be considered in subsequent study, such as,
influence of media exposure or product’s price. This would be further beneficial for
the firm in developing marketing mix to meet customer satisfaction.
Journals of green issue in Thailand are mostly based the study in Bangkok.
But there are cultural differences in many parts of the country. The university in other
provinces in Thailand should have been concerned and studied, especially in main and
high-population regions. This would better express the whole country rather than just
the principal city area only. A comparative study of green packaging between
Bangkokian and people from other areas is recommended. Additionally, cross cultural
study is an interesting alternative, for example, a comparative study between
university students in Northern and Southern of Thailand. Thus, further exploration
should investigate how culture influences green packaging’s purchase intention.
Finally, if green packaging consumer product seems to be broad, future research
should instead study purchase intention on a specific product that consumers are
experiencing in their everyday life.
In another way to measure attitude towards green packaging among Thai
people, interested scholars should research specifically on the preference of green
packaging characteristics, citing to literature topics of purchasers’ perception on
packaging formal design (Sahachaisaeree & Chind, 2012) ,or preference for green
packaging in consumer product choices – Do consumers care? (Joonas & Liisa ,
2008).
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ATTITUDE TOWARDS GREEN PACKAGING AND ITS IMPACT ON PURCHASE

Thesis · December 2013

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ATTITUDE TOWARDS GREEN PACKAGING AND ITS IMPACT ON

NATDANAI ALEENAJITPONG 5438691 ICMA/M

M.B.A. (BUSINESS MODELING AND ANALYSIS)

THEMATIC ADVISORY COMMITTEE: DISSATAT PRASERTSAKUL, D.B.A.,

KEY WORDS: ATTITUDE TOWARDS GREEN PACKAGING/

ณัฐดนัย อลีนจิตพงศ์ 5438691 ICMA/M

บธ.ม. (การวิเคราะห์และการสร้างตัวแบบธุ รกิจ)

1.2 Green Situation in Thailand

Figure 1.1: Average Monthly Expenditure per Household by Expenditure group

Figure 1.2: Quantity of Solid waste, whole kingdom, by region (2008-2010)

Figure 1.3: Executive Summary from Kasikorn Bank

Consumers and environmentalists who care about environment protection

Figure1.4GreenMarket Facebook page

1.3 Objective of the Study

1.4 Significance of the Study

1.5 Scope of the Study

1.6 Limitation of the Study

1.7 Conceptual Framework

1.9.1 Attitude towards environmental issue

1.9.2 Knowledge of green packaging

1.9.3 Attitude towards green packaging

1.9.4 Purchase intention of green packaged consumer products

Figure 2.1 Literature Map

2.2 Green marketing mix

to boost up sales by playing a role of environmentally friendly ambassador. Such as

Figure 2.2 Example of green marketing campaign from Billabong

Figure 2.3 The 4Ps of the Marketing Mix

• Be made using natural and/or renewable resources

2.3 Green Packaging

2.4 Attitude towards environmental issue

2.5 Attitude towards Green packaging

2.6 Knowledge of Green packaging

Figure 2.4: Waste Management report

Plastics are born from a condensation of many polymers (condensation

Figure2.5 Bioplastic categorization (Source: ตรี วิจติรเกษม)

Figure 2.6 A comparison of the process between biodegradable and decomposable

To summarize, the differences of the process of both biodegradable and decomposable

standardize bioplastic was established. Many organizations in Europe, America, Japan,

Plastic waste management

Figure 2.7 Recycling symbols of plastic package

Limitation and Marketing difficulty

3Rs: Reduce, Reuse, and Recycle

Packaging Life cycle analysis

Figure 2.8 Packaging Life Cycle

2.7 Purchase intention of Green packaged consumer product

2.8 Conceptual framework

Figure2.9: Conceptualization framework (Adapted from Nik Ramli Nik Abdul

concepts; attitude towards green packaging, knowledge of green packaging and

2.9 Hypotheses Development

Figure 2.10: Hypothesis study

2.9.1 The relationship of Attitude towards environmental issue and Attitude

2.9.2 The relationship of Attitude towards environmental issue and Purchase

2.9.3 The relationship of Knowledge of green packaging and Attitude towards

2.9.4 The relationship of Knowledge of green packaging and Purchase intention

consumer products packaged from environmental friendly material are also

2.9.5 The relationship of Attitude towards green packaging and Purchase

3.1.1 Data Collection Method

and innovative ideas” (Ottman, Stafford, & Hartman, 2006), “Supporters of

3.2 Sampling Procedure

3.3 Questionnaire Design