Consumer Purchase Intention and the Packaging Lifecycle: Evaluating End-of-Life Literacy for Bioplastics in Bangladesh

Abstract

Consumer awareness of bioplastic packaging is gaining significance in Bangladesh's journey towards a circular economy due to the rising amount of plastic waste generated by packaging and the scarcity of end-of-life infrastructure. This study explores the factors that influence willingness to pay a premium (WPP) for bioplastic packaging, and the intervening effect of green purchase intention (GPI) on this relationship. The study is based on cross-sectional survey data of 208 consumers in urban Bangladesh, and employs a hierarchical multiple regression analysis with heteroscedasticity-consistent robust standard errors. Bioplastic lifecycle literacy proved to be the most consistent and strongest predictor of WPP (Willingness to Pay Premium), whereas environmental concern was positively correlated with WPP (Willingness to Pay Premium) but the relationship was greatly reduced after the inclusion of GPI (Green Purchase Intention), suggesting partial mediation and an attitude–behaviour gap. GPI (Green Purchase Intention) was a significant predictor of WPP (Willingness to Pay Premium), while perceived consumer effectiveness and perceived greenwashing risk were not significant. The visual attractiveness of packaging was found to have a significant positive direct effect on WPP (Willingness to Pay Premium), but did not moderate the relationship between GPI (Green Purchase Intention) and WPP (Willingness to Pay Premium). The results highlight the need to provide clear and lifecycle-specific sustainability information and also to keep a credible and premium packaging proposition in Bangladesh.