What affect consumers' willingness to pay for green packaging? Evidence from China

With the growing popularity of worldwide environmental protection and the concept of sustainable development, eco-friendliness has become the trend of the times. In this regard, green packaging has received increasing attention in the logistics industry. Therefore, to promote the development of green packaging in China, it is of key importance to know consumers' cognition and willingness to pay for it. In this study, the data of 781 respondents from a carefully designed survey is used to analyze the influential factors of consumers' willingness to pay for green packaging. By employing the principal factor analysis method, four principal factors affecting consumers' willingness to pay are uncovered: environment, green packaging quality, commodity, and packaging price. According to the estimation results, even though the majority of consumers have insufficient certain knowledge regarding green packaging, they have a fairly strong willingness to pay for it. Additionally, we observed that compared with the price and appearance of green packaging, consumers would like to attach greater importance to the practicality of green packaging, such as convenience, reusability, and protective capability.