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

Figures & data

Figure 1. Conceptual model.

Table 1. Measurement model estimates.

Construct	Code	items	λ	CR	α	AVE
Green packaging				0.912	0.879	0.675
	grp1	I think the packaging of this cosmetic product is environmentally friendly from the packaging appearance	0.803
	grp2	I notice the environmental label such as recyclable sign on the cosmetic product package	0.856
	grp3	I can quickly distinguish between recyclable and non-recyclable packaging from this cosmetic product	0.781
	grp4	I think from this cosmetic product I understand green packaging has more environmental concerns than other packages	0.818
	grp5	I think the packaging of this cosmetic product is environmentally friendly from the labelling appearance	0.847
Green perceived value				0.950	0.934	0.790
	gpv1	I prefer cosmetic product with green packaging’s environmental performance because they meets my expectations	0.861
	gpv2	I prefer cosmetic product with green packaging’s environmental functions because they provide very good value for me	0.897
	gpv3	I prefer cosmetic product with green packaging because it is environmentally friendly	0.910
	gpv4	I prefer cosmetic product with green packaging because it has more environmental benefit than other products.	0.868
	gpv5	I prefer cosmetic product with green packaging because they would help me to feel socially accepted	0.908
Consumer legitimacy				0.913	0.881	0.678
	cbl1	My cosmetic product comply and follow the laws	0.820
	cbl2	My cosmetic product satisfies my financial and social needs	0.819
	cbl3	I consider that the activities and actions of cosmetic product are performed in the best possible manner	0.830
	cbl4	My cosmetic product is socially accountable and responsible	0.825
	cbl5	My cosmetic product behaves in an honest manner	0.823

Table 2. Heterotrait-Monotrait test for discriminant validity.

	Green packaging	Perceived green value
Perceived green value	0.278
Consumer legitimacy	0.678	0.34

Figure 2. Hypotheses testing results.

Table 3. Structural model results and summary of hypothesis testing.

Hypotheses	Standardized coefficient	Standard error	t-statistics	Supported (Yes/No)
H1: Green Packaging → Consumer Legitimacy	0.52	0.045	11.530***	Yes
H2: Green Packaging → Green Perceived Value	0.253	0.051	4.939***	Yes
H3: Green Perceived Value → Consumer Legitimacy	0.178	0.047	3.766***	Yes