FACTORS INFLUENCING CONSUMER WILLINGNESS TO PAY FOR ECO-FRIENDLY FOOD PACKAGING

Abstract

This research aimed to 1) study consumer behavior and purchase intention toward eco-friendly packaging, 2) examine factors influencing consumer willingness to pay (WTP) for eco-friendly food packaging, and 3) segment consumers based on purchase intention and WTP. Data were collected from 401 consumers in Bangkok. Conjoint Analysis and K-mean Cluster Analysis were employed. Results showed material type was the most important attribute (59.14%), with bioplastic receiving the highest utility score (0.281) and marginal WTP of 14.26 baht/container. Cluster Analysis identified three consumer segments: price-sensitive consumers (29.18%), moderate green consumers (46.13%), and strong green consumers (24.69%). The moderate green consumer group had the highest Mean WTP at 21.66 baht/container.

Keywords: Willingness to Pay, Eco-Friendly Packaging, Conjoint Analysis, Consumer Segmentation