The Factors Influencing Consumers Purchase Decision Toward Innovation Packaging Products

Ahmad, Ana Mardia (2017) The Factors Influencing Consumers Purchase Decision Toward Innovation Packaging Products. Project Report. UTeM, Melaka,Malaysia. (Submitted)

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Abstract

This paper is study on innovation packaging products which can be known as INNOPACK.Innovations packaging aimed to reduce the impact of packaging on the environment and it was one of the initiative that directly reduce the amount or variety of materials used and generally reduce waste.Decision of green purchase toward the packaged product offer a chance to reduce the negative environmental impact through adopt the environmentally friendly packaged products.The use of goods among consumers creates toxic waste which becomes the pollutant to the land especially household consumption mainly due to the packaging material. Therefore,this study tries to identify the awareness and understanding of young consumers toward innovation packaging and study the most factors of their determinants purchase decision toward INNOPACK.It scopes on examining the factor of social influence,attitude, environmental concern,personal norms and willingness to pay.In this case study of innovation packaging products, this research explored the relationship between two variables which are factors influence of consumers purchase decision and the effectiveness of innovation packaging products.After conducting this research,it was found out that to achieve and enhance young consumer's awareness toward the innovation packaging,some of efforts should be focused on specific events,activities,and functions that related to INNOPACK products.Young consumers should support and loyal to the company which take initiative to produce better innovation packaging products for the environmental safe.

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