Factors influencing consumers’ decision to purchase green products: the case of canned water as a green alternative to single-use plastic bottled water

Abstract

This study investigates the factors that influence consumers’ decision to purchase canned water as a green alternative to single-use plastic bottled water. The study relies on the theory of planned behaviour (TPB), theory of consumption values (TCV), and theory of means-end chain (MEC) to theorise that six factors (environmental concerns, subjective norms, social value, price, taste, and convenience) may influence the decision. Multinomial logistic regression (MLR) was used to assess the predictor variables’ effect on consumers’ decisions. According to data collected from 493 respondents, social value, subjective norms, and price influenced the decision to purchase canned water, while the effects of environmental concerns, taste, and convenience were non-influential. The study’s findings offer further empirical support for the effect of social value and subjective norms on the acceptance of green products. Additionally, the results suggest that environmental concerns’ influence may diminish in the presence of other factors. The study provides canned water manufacturers with some insights into consumer acceptance and what can be done to improve and increase consumers’ acceptance.