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Related Concept Videos

Framing Effects03:26

Framing Effects

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Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
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Attitude is our evaluation of a person, an idea, or an object. We have attitudes for many things ranging from products that we might pick up in the supermarket to people around the world to political policies. Typically, attitudes are favorable or unfavorable: positive or negative (Eagly & Chaiken, 1993). And, they have three components: an affective component (feelings), a behavioral component (the effect of the attitude on behavior), and a cognitive component (belief and knowledge;...
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Perception is influenced by perceptual set, context, motivation, and emotion. Perceptual set, or perceptual expectancy, refers to the tendency to perceive things in a particular way, influenced by previous experiences and expectations. This phenomenon affects the interpretation of stimuli, creating a set of mental tendencies and assumptions that impact sensory perceptions of sound, taste, touch, and sight.
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Polyethylene terephthalate (PET) is a synthetic polymer widely utilized in the packaging industry, particularly for bottles and containers. Due to its chemical stability and durability, PET accumulates in the environment, contributing significantly to plastic pollution. It comprises repeating units of terephthalic acid and ethylene glycol, resulting in a semi-crystalline structure that is resistant to natural degradation processes.A notable breakthrough in plastic biodegradation came with the...
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Related Experiment Video

Updated: May 5, 2026

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
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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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Area of Science:

  • Environmental Science
  • Consumer Behavior
  • Behavioral Economics

Background:

  • Ecological strain in the Greater Bay Area necessitates sustainable solutions like green packaging.
  • Conventional Theory of Planned Behavior inadequately explains green consumption patterns.

Purpose of the Study:

  • To augment the Theory of Planned Behavior for green packaging purchasing.
  • To investigate the roles of environmental concern and willingness to pay a premium.

Main Methods:

  • Survey of 370 consumers in the Greater Bay Area.
  • Covariance-based structural equation modeling (SEM) and mediation analysis.
  • Utilized SPSS 26 and AMOS 28 for data analysis.

Main Results:

  • Attitude, perceived behavioral control, and willingness to pay a premium significantly predict behavioral intention.
  • Environmental concern positively influences attitudes, control, willingness to pay, and indirectly, intention.
  • Subjective norm did not significantly impact behavioral intention.

Conclusions:

  • The extended model significantly enhances explanatory power for green packaging purchase intention and behavior.
  • Incorporating environmental concern and willingness to pay improves prediction of green consumer behavior.
  • Value-based antecedents are crucial for understanding and promoting green purchasing.