Library Dissertation Showcase

The influence of sustainable packaging on organisation competitive advantage

  • Year of Publication:
  • 2022

Consumers and investors are getting increasingly concerned about the impact of their actions, inactions, habits and their corresponding effect on the planet. These external stakeholders are demanding that organizations exceed legal requirements by integrating social, environmental, and ethical considerations into their business operations to create value and contribute into solving some of the society most pressing problems. The study aims to investigate whether sustainable packaging as a value-creating component of the supply chain can provide a competitive advantage to an organisation by exploring consumer perception of and behaviour towards sustainably packaged products. In-depth interviews and an online survey were conducted, allowing both qualitative and quantitative data to be collected. The online survey received 100 valid replies. The results showed that the sustainable packaging does have an influence on the three variables inspected: Perceived Value, Perceived Risk, and Purchase Intent. Moreover, the result also showed that consumers are willing to pay more for sustainably packaged products. Results show sustainable packaging to be defined as packaging that does not cause negative impact, or with reduced negative impact to the environment. Attributes relating to recyclability, biodegradability, and re-usability as the most important theme within sustainable packaging. These conclusions have managerial impact, as organisations can offer sustainable package as a value added to the increasingly growing number of environmentally conscious consumer. This will not just help attract investors by increasing their ESG score, but also increase their brand PR, customer loyalty, attract new customers, and attract top talents, ultimately resulting in a substantial competitive advantage over their rivals.

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