Consumer Attitudes and Purchase Intentions Toward Eco-Friendly Agricultural and Food Packaging: A Case Study in Chungnam Province, South Korea

Abstract

This study aims to the factors influencing consumer intention to purchase eco-friendly, small-packaged agricultural products using the Theory of Planned Behavior (TPB). With increasing demand for sustainable consumption, eco-friendly food packaging has become a critical focus within the circular economy. This study was conducted in Seoul, South Korea, a key marketplace for consumer trends, and surveyed 200 respondents to examine key TPB components—attitude, subjective norms, and perceived behavioral control—along with additional factors shaping sustainable purchasing behavior. The findings indicate that perceived behavioral control is the predictor of purchase intention (β = 0.510, p < 0.001), followed by attitude (β = 0.236, p < 0.05) and subjective norms (β = 0.199, p < 0.05). Moreover, the results suggest that while social influences play a role, individuals who perceive fewer barriers and have a stronger personal attitude toward sustainability are more likely to adopt eco-friendly purchasing behaviors. These results highlight the importance of consumer autonomy and confidence in making eco-friendly choices, suggesting that increasing accessibility and affordability of sustainable packaging can drive adoption. Despite social influences, urban consumers prioritize personal values and perceived control over purchasing behavior. The study might contribute to sustainability literature by offering insights into eco-conscious consumer behavior and implications for marketing strategies that promote sustainable agricultural products. Future research should explore cross-cultural comparisons and additional psychological determinants to enhance the understanding of sustainable consumption patterns.