Is ethical packaging the right way to go? The impact of green packaging on consumer legitimacy in cosmetics industry

Abstract

The purpose of this study is to examine and understand the impact of green packaging on consumer legitimacy through green perceived value. Data were collected from 331 customers of cosmetic products in Tanzania. The study used partial least squares structural equation modeling (PLS-SEM) to test the hypothesized relationships between the variables. The proposed research model was largely supported, and the mediating role of green perceived value in this model was confirmed. Green packaging was found to be more determinative of consumer legitimacy. Additionally, novelty-perceived green value was found to mediate the association between green packaging and consumer legitimacy. Based on the study’s findings, this study provides specific theoretical and practical implications.

Keywords:

• Green packaging
• green perceived value
• consumer legitimacy

Reviewing Editor:

• Komalsingh Rambaree
• Social Work and Criminology
• University of Gävle
• Gävle
• Sweden

SUBJECTS:

• Environment & Business
• Consumer Psychology
• Business, Management and Accounting

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

David Amani

David Amani (PhD) is a research scholar in marketing who earned his PhD in Business Administration from Mzumbe University in Tanzania. Currently, he works as a lecturer and researcher in the Department of Business Administration and Management at the University of Dodoma in Tanzania. His research interests include brand management, sports marketing, corporate social responsibility, and entrepreneurial marketing. He has published several papers in various reputable journals such as Service Marketing Quarterly, Social Responsibility Journal, International Hospitality Review, Journal of Quality Assurance in Hospitality & Tourism, and Future Business Journal.