Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers

The dairy industry generates large volumes of liquid waste that can be used to produce biopolymers, potentially employable for the creation of milk biodegradable bottles. In that regard, this paper aims to explore the consumers’ intention to purchase sustainable packages, as well as to assess the wi...

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Main Authors: Antonella Cammarelle, Rosaria Viscecchia, Francesco Bimbo
Format: Article
Language:English
Published: MDPI AG 2021-09-01
Series:Foods
Subjects:
Online Access:https://www.mdpi.com/2304-8158/10/9/2068
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spelling doaj-fd2907b464c4406cb191465702a002bd2021-09-26T00:09:14ZengMDPI AGFoods2304-81582021-09-01102068206810.3390/foods10092068Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian ConsumersAntonella Cammarelle0Rosaria Viscecchia1Francesco Bimbo2Department of Agriculture, Food, Natural Resource and Engineering (DAFNE), University of Foggia, 71122 Foggia, ItalyDepartment of Agriculture, Food, Natural Resource and Engineering (DAFNE), University of Foggia, 71122 Foggia, ItalyDepartment of Agriculture, Food, Natural Resource and Engineering (DAFNE), University of Foggia, 71122 Foggia, ItalyThe dairy industry generates large volumes of liquid waste that can be used to produce biopolymers, potentially employable for the creation of milk biodegradable bottles. In that regard, this paper aims to explore the consumers’ intention to purchase sustainable packages, as well as to assess the willingness to pay for it considering renewable packages made using organic waste feedstocks from the dairy industry (e.g., whey) and plant-based material (e.g., corn, sugarcane, etc.). To reach the stated objectives, we collected individual-level information (e.g., age, gender, education, income) from a convenient sample of 260 Italian consumers and a modified version of the Theory of Planned Behavior estimated using a structural equation model. Findings show that attitudes and perceived behavioral control are the most important drivers of the consumers’ intention to purchase sustainable packages. Finally, statistics show that respondents slightly prefer to purchase products packaged using plant-based biodegradable material, as well as most of the respondents show a low willingness to pay for milk offered in biodegradable packaging, regardless of the raw material used. Then, policymakers and companies should invest in educational/informational campaigns pointing out the beneficial effects on the environment from the purchase of foods in sustainable packaging. This may potentially increase the consumers’ intention to purchase, as well as their willingness to pay for plant-based and dairy whey-based packages by increasing the sustainability of the dairy supply chain.https://www.mdpi.com/2304-8158/10/9/2068sustainable packagingbiodegradablemilkwheyconsumer’s intention to purchaseconsumer’s willingness to pay
collection DOAJ
language English
format Article
sources DOAJ
author Antonella Cammarelle
Rosaria Viscecchia
Francesco Bimbo
spellingShingle Antonella Cammarelle
Rosaria Viscecchia
Francesco Bimbo
Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers
Foods
sustainable packaging
biodegradable
milk
whey
consumer’s intention to purchase
consumer’s willingness to pay
author_facet Antonella Cammarelle
Rosaria Viscecchia
Francesco Bimbo
author_sort Antonella Cammarelle
title Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers
title_short Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers
title_full Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers
title_fullStr Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers
title_full_unstemmed Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers
title_sort intention to purchase milk packaged in biodegradable packaging: evidence from italian consumers
publisher MDPI AG
series Foods
issn 2304-8158
publishDate 2021-09-01
description The dairy industry generates large volumes of liquid waste that can be used to produce biopolymers, potentially employable for the creation of milk biodegradable bottles. In that regard, this paper aims to explore the consumers’ intention to purchase sustainable packages, as well as to assess the willingness to pay for it considering renewable packages made using organic waste feedstocks from the dairy industry (e.g., whey) and plant-based material (e.g., corn, sugarcane, etc.). To reach the stated objectives, we collected individual-level information (e.g., age, gender, education, income) from a convenient sample of 260 Italian consumers and a modified version of the Theory of Planned Behavior estimated using a structural equation model. Findings show that attitudes and perceived behavioral control are the most important drivers of the consumers’ intention to purchase sustainable packages. Finally, statistics show that respondents slightly prefer to purchase products packaged using plant-based biodegradable material, as well as most of the respondents show a low willingness to pay for milk offered in biodegradable packaging, regardless of the raw material used. Then, policymakers and companies should invest in educational/informational campaigns pointing out the beneficial effects on the environment from the purchase of foods in sustainable packaging. This may potentially increase the consumers’ intention to purchase, as well as their willingness to pay for plant-based and dairy whey-based packages by increasing the sustainability of the dairy supply chain.
topic sustainable packaging
biodegradable
milk
whey
consumer’s intention to purchase
consumer’s willingness to pay
url https://www.mdpi.com/2304-8158/10/9/2068
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AT rosariaviscecchia intentiontopurchasemilkpackagedinbiodegradablepackagingevidencefromitalianconsumers
AT francescobimbo intentiontopurchasemilkpackagedinbiodegradablepackagingevidencefromitalianconsumers
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