Consumer Perception and adoption of sustainable Packaging in the home care industry: case study: Henkel Algeria
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Date
2024-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
Consumers' preferences and attitudes towards sustainability significantly influence their
purchasing decisions. As sustainability gains importance, businesses must adapt their strategies.
Implementing sustainable packaging requires a deep understanding of consumer behavior and
their perceptions.
This dissertation explores the impact of perceived value, perceived barriers, and
environmental consciousness on the purchase intention of sustainable packaging in the home
care industry. To confirm or refute the stated hypotheses, we adopted a combined research
method. This descriptive and analytical method allowed us to understand the conceptual
framework of consumer perception and the adoption of sustainable packaging in Algeria.
It includes a thorough review of the literature and industry reports, as well as the
collection and analysis of primary data through surveys and interviews with Algerian
consumers, and the evaluation of Henkel Algeria's current practices. The perceived value of
sustainable packaging strongly influences purchase intention, while perceived barriers, such as
cost and accessibility, can have a negative impact. Environmental consciousness also influences
consumers' attitudes.
This research provides insights into how these variables affect purchase intentions,
thereby contributing to the development of more sustainable business practices in the home care
industry
Description
Keywords
Adoption, Consumer Behavior, Consumer Perception, Decision-Making Processes, Sustainable Packaging