Adressing the gap between millennials' attitude and behavior towards sustainable packaging in the Dutch FMCG industry

  • Jofel Jochems
  • Taeke Cornelis Schol

    Student thesis: Master, one year


    This dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of moderation variables (price, packaging quality, availability, recognition and perceived consumer effectiveness), certain interaction effects could be measured that influence purchasing decisions. Results showed that a positive attitude towards sustainable packaging results in a higher probability of purchasing sustainably packaged products. Furthermore, it was found that millennials are willing to pay extra for sustainable packaging. Also, more knowledge on how to recognize sustainably packaged products increases the likelihood of purchasing them.

    Date of Award2020-Jun-30
    Original languageEnglish
    SupervisorKarin Alm (Supervisor) & Jens Hultman (Examiner)

    Educational program

    • MSc in Business Administration specialising in International Business and Marketing

    Courses and Subjects

    • International business and marketing

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)


    • sustainable packaging
    • green purchasing
    • consumer behavior
    • generation y
    • fmcg industry
    • the netherlands
    • intention-behavior gap

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