Open AccessSustainable Packaging Design Elements: The Analysis of Skincare Packaging on Consumer Purchase Decisions of Millennials
Author(s) -
AHMED KHADAFY BARA,
NICOLE SAMANTHA DELA CRUZ,
CHICO MENDOZA
Publication year - 2021
Publication title -
journal of business and management studies
Language(s) - English
Resource type - Journals
ISSN - 2709-0876
DOI - 10.32996/jbms.2021.3.2.26
Subject(s) - marketing , purchasing , business , survey research , value (mathematics) , reliability (semiconductor) , questionnaire , advertising , validity , mathematics , business administration , statistics , power (physics) , physics , quantum mechanics , psychometrics
As the cosmetic industry becomes saturated, businesses are trying to attain innovative ways to get customers to purchase skincare products. This study aims to discover the linkage of sustainable packaging design elements of skincare products to consumer purchase decisions. The study consisted of 385 respondents residing within Metro Manila and used random sampling and correlational quantitative design, and a survey questionnaire as the instrument. Before the survey dissemination, the instrument was tested for validity and reliability. The pilot involved 30 respondents, and the alpha value returned a value of 0.852. Regression analysis was used to determine the statistical significance of the variables. The findings suggest that sustainable packaging plays an important role in influencing consumer purchase intention, influencing the consumer purchasing decision. Thus, researchers will be gathering insights from the data to develop innovative and sustainable packaging.