The Impact of Reusable Packaging knowledgeability and Environmental Attitude on Pro-Environmental Behavior

Xi-hui Jia, Graduate School of Design, National Yunlin University of Science and Technology
Jui-Che Tu, Graduate School of Design, National Yunlin University of Science and Technology

In the post-pandemic era, both sustainable packaging design and consumers who engage in sustainable consumption behavior are necessary for environmentally responsible growth of e-commerce. Guided by the theory of planned behavior, there are two research purposes of this study: 1. discuss and analyze the impact of demographic factors on consumers' knowledge about reusable packaging, and their environmental attitude and pro-environmental behaviors based on surveys in the current literature;
2. explore whether there is a significant relationship between consumers' knowledgeability of reusable packaging and environmental attitude on pro-environmental behaviors. A four-part questionnaire surveyed: 1. demographic information, 2. knowledgeability of reusable packaging, 3. environmental attitude, 4. pro-environmental behavior. The questionnaire was randomly distributed to online shoppers.
This study utilizes descriptive analysis, correlation analysis, regression analysis, and mediation analysis to test the proposed hypotheses. The results of the study show that consumers' reusable packaging
knowledgeability and environmental attitude have significant influence on their pro-environmental behavior. Although environmental attitude has a significant impact on pro-environmental behavior and partially mediates the relationship between reusable packaging knowledgeability and proenvironmental behavior, the impact of environmental attitude is relatively small compared to reusable packaging knowledgeability. This suggests that consumers' reusable packaging knowledgeability is the main factor influencing their pro-environmental behavior, especially their level of knowledge about packaging materials. In addition, this study also shows that the impact of consumers' packaging knowledgeability and environmental attitude on pro-environmental behavior are influenced by gender, age and income levels.