IMPACT OF GREEN PACKAGING ON CONSUMER PURCHASE INTENTION OF AGRICULTURAL PRODUCTS

MS Do Thi Hang

Volume: 11 Issue: 02 2025

Abstract:

In today's consumption, concerns about health and the environment are increasingly focused. Consumers tend to use ecological products, especially green agricultural products, which are essential sources of consumption in life. And one of the tools that can influence consumer intentions is product packaging. Companies consider product packaging as a sales promotion tool and a way to stimulate increased consumer purchasing behavior. The objective of this article is to empirically test the impact of green packaging on consumers' intention to purchase agricultural products through the theory of planned behavior (TPB). The results showed that green packaging has a significant impact on attitudes, subjective norms and perceived behavioral control, thereby affecting consumers' purchase intentions.

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