The Influence of Consumers' Perceived Risks towards Eco-Design Packaging upon the Purchasing Decision Process: An Exploratory Study

Drawing on the means-end chain method, this exploratory study attempts to provide a better understanding of consumers' perceived risks towards eco-design packaging and its effects on consumers' purchasing decisions. This study makes divers contributions in terms of theory, methodology, and policy making. Firstly, this study provides better comprehension for the concept of eco-design packaging by combining an industrial perspective (i.e., a life-cycle assessment: LCA) with a consumer perspective (i.e., consumer perceptions). The findings reveal the gap between consumers' perceptions and the LCA results towards eco-design packaging. Secondly, this study offers an alternative perspective on consumers' reactions towards eco-design packaging through exploring the risks instead of benefits examined to inspire package innovation. This study identified five perceived risks (functional, physical, financial, life-standard, and socio-environmental risks). Thirdly, this study illustrates the benefit of using the means-end chain analysis (MEC) framework to explore consumers' reactions and purchasing behaviors towards sustainable products. Lastly, this study offers several actionable suggestions to managers, packaging designers, and policy makers.