Mediating Effects of Brand Image and Environmental Knowledge on the Relationship between Sustainable Packaging and Consumer Purchase Behavior in the Era of Green Transformation

Abstract

The objective of study explored the concept of sustainable packaging in the era of green transformation associated with the consumer behavior integrated with the mediating relationship with the brand image and the environmental knowledge to increase consumer buying behavior. The research model develops through the theory of consumer behavior, and the data collection through the administrative questionnaire, with the non-probability convenience sampling technique. The data analysis through the partial least square, method to conclude the results, measurement and the structural model, and testing of hypotheses.  The results suggested that the product packaging design, environmental concern, and the consumer attitude developed the positive and the significance impact on the brand image, environmental knowledge, and also developed the mediated effects. Thus, findings derived from research into packaging and how it influences environmentally conscious consumer behavior should be of interest to marketers and branders alike. It is as a result of these that the companies that embrace environmentally friendly standards in packaging, come out clearly with their green strategies are able to gain trust, credibility and hence consumers loyalty from environmental consumers. Forerunning the intricate relationship between packaging design, environmental knowledge, and consumer behavior becomes all-important to unlock memorable brand stories and loyal customer networks.