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Influential factors shaping consumers' green packaging purchase intentions

Juan Wang1, Guo Li1, Ding-Bang Luh1

  • 1School of Art and Design, Guangdong University of Technology, Guangzhou, China.

Frontiers in Psychology
|January 22, 2026
PubMed
Summary

Environmental concern and willingness to pay a premium significantly drive green packaging purchases in the Greater Bay Area. The enhanced model improves prediction of consumer behavior, highlighting key factors beyond traditional theories.

Keywords:
Greater Bay Areaenvironmental concerngreen packagingtheory of planned behaviorwillingness to pay a premium

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