International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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A Comparative Study On The Intention To Adopt Sustainable Packaging Between Vendors And Customers

Author(s) Ms. Deotima Chakroborty, Ms. Moumi Shyam, Mr. Harsh Shil
Country India
Abstract This empirical study seeks to explore the determinants that ultimately guide vendors’ intentions regarding adopting sustainable packaging practices, thereby filling a major gap in existing literature that has been dominated by a concern for consumers alone. Through models based on theoretical constructs from environmental psychology and behavior theories, a comparative study was carried out among a sample population of 260 vendors and customers in a bid to understand whether known antecedents affect this intent. Internal consistency and clarity suggest high reliability as backed by reliability analysis, along with factor structure validity that supported a four-factor solution that accounted for a large percentage of variation using exploratory factor analysis. Using regression models, evidence illustrates that intent was influenced by concern environment and sustainability knowledge, in addition to social media practices in information sharing; however, government support failed in its assertion because it was registered as non-significant. Further investigation through mediation analyses suggests that a business role acts as a major mediator between pre-existing sustainability and intent to adopt sustainable practice.
Keywords Sustainable Packaging, Consumer Behaviour, Vendor, Social Media, Exploratory Factor Analysis
Field Business Administration
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-20
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E-ISSN 2582-2160
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