Perceived vs. Actual Sustainability: Packaging Types and Perceived Environmental Friendliness

Abstract

This study examined the impact of packaging type on consumer-perceived environmental friendliness (PEF), attitude, and repurchase intention using PROCESS macro model 6. As sustainability gains importance in consumer deci- sion-making, companies are increasingly adopting eco-friendly packaging strategies. However, consumers often evaluate a product’s environmental impact based on perceived sustainability rather than actual sustainability, relying on visual cues and heuristics instead of objective environmental factors. This study investigated whether mixed-material packaging is perceived as more environmentally friendly than plastic-only packaging despite its potential for greater material usage and environmental impact. The results confirmed the existence of a PEF bias, in which the addition of paper to plastic packaging enhanced consumer perceptions of eco-friendliness, leading to more positive brand attitudes and increased repurchase intentions. Furthermore, PEF and attitude sequentially mediated the relationship between packaging type and repurchase intention, demonstrating that consumer perceptions significantly influenced purchasing behavior. These findings contribute to the sustainability marketing research by highlighting the gap between actual and perceived environmental sustainability. Companies should educate consumers about the true environmental impact of packaging, promote minimalist packaging as a premium and responsible choice, and leverage sustainability messaging to align consumer perceptions with genuine eco-friendly practices. This study provides both theoretical and practical implications for sustainable branding and packaging strategies, advocating for consumer education and responsible business practices to foster authentic, sustainability-driven consumer engagement.