Sustainable Packaging and Repurchase Intention: The Role of Green Perceived Value and Environmental Concerns

Abstract

The purpose of this study is to examine the influence of sustainable packaging on consumers' repurchase intention in Pakistan's skincare FMCG sector, while investigating the mediating role of green perceived value and the moderating role of environmental concern, based on the Theory of Planned Behaviour. The target audience includes skincare consumers who consider product quality, safety, and environmental impact in their buying decisions. Responses were collected from 200 consumers through online questionnaires. Analysis was performed using SPSS and the PROCESS Macro for mediation and moderation. Results showed that sustainable packaging significantly increases repurchase intention, with green perceived value partially mediating the effect. Surprisingly, environmental concern did not moderate the relationship. The study highlights that sustainable packaging is a strategic tool for enhancing loyalty and brand equity. Firms should invest in visible sustainable features and communicate their value clearly. Theoretically, the research contributes by focusing on repurchase intention and validating green perceived value in an emerging market context, providing valuable insights for marketers and policymakers.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Ali, Z. M., Saeed, S. A., Ashraf, A., Khan, A. A., & Rehman, A. (2025). Factors influencing purchase intention of sustainably packaged products: Role of health consciousness and consumer moral satisfaction. Business & Economic Review, 17(1), 55–80.

Al Zaytun, A., & Komala Sari, D. (2023). Green marketing, green packaging and green brand image against repurchase intention at Greensmart Sidoarjo. Indonesian Journal of Innovation Studies, 21, 10–21070.

Akhtar, N., Ullah, S., Javed, F., & Murad, N. (2025). Mediating role of perceived organization support on the relationship between green HRM practices and organizational sustainable performance. Contemporary Journal of Social Science Review, 3(4), 615–629.

Bravo, A., & Vieira, D. (2024). Modelling the purchase of green packaged products: The significant impact of the West–East cultural context. Sustainability, 16(3), 1206.

Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0

Confente, I., Scarpi, D., & Russo, I. (2020). Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value. Journal of Business Research, 112, 431–439. https://doi.org/10.1016/j.jbusres.2019.10.030

Dantas, R., Sabir, I., Martins, J. M., Majid, M. B., Rafiq, M., & Rana, K. (2023). Role of green and multisensory packaging in environmental sustainability: Evidence from FMCG sector of Pakistan. Cogent Business & Management, 10(3), 2285263.

Duarte, P., Silva, S. C., Roza, A. S., & Dias, J. C. (2024). Enhancing consumer purchase intentions for sustainable packaging products: An in-depth analysis of key determinants and strategic insights. Sustainable Futures, 7, 100193. https://doi.org/10.1016/j.sftr.2024.100193

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456  

Hoang, D. V., Nguyen, N. N. A., Nguyen, T. X., Pham, N. H., Do, P. N., Nguyen, L. K. L., Luu, N. K., Vuong, T. T., & Duong, T. T.-T. (2025). Pathways to green purchase intention in FMCG industry: A combined approach of PLS-SEM and fsQCA. SAGE Open, 15(3), 1–22.

Huang, S. J., Chuang, S. P., & Lin, C. (2018). Green perceived value, environmental concern, and behavioral intention. Sustainability, 10(4), 1112.

Inggrid, P., Puspasari, T. R., & Yunus, U. (2024). Impact of green advertising and packaging on purchase decisions via green perceived value. Ilomata International Journal of Social Science, 5(4), 1102–1119.

Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69. https://doi.org/10.1016/j.jretconser.2017.11.008  

Javed, U., Rashid, M. A., Hussain, G., & Shafique, S. (2024). Consumers’ perception of green brand attributes and its outcomes: A sustainable perspective. Journal of Environmental Planning and Management, 67(8), 1655–1677. https://doi.org/10.1080/09640568.2023.2178882

Joshi, Y., & Rahman, Z. (2019). Consumers' sustainable purchase behaviour: Modeling the impact of psychological factors. Ecological Economics, 159, 235–243. https://doi.org/10.1016/j.ecolecon.2019.01.025  

Lianita, N. A., & Asmarantaka, R. W. (2024). The role of environmental concern in shaping the purchase intention of eco-friendly packaging. Journal of Management & Agribusiness/Jurnal Manajemen & Agribisnis, 21(2), 249–260.

Lisnaningrum, D., Sabihaini, S., & Ghofar, A. (2020). Konsekuensi green trust terhadap green perceived value, green perceived risk dan green repurchase intention. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 19(2), 62–74.

Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of Environmental Psychology, 44, 53–62. https://doi.org/10.1016/j.jenvp.2015.09.005

Mometto, A. (2022). The impact of sustainable packaging on consumers’ choices [Doctoral thesis, University of Venice].

Nazim, M., Sharif, M. S., Zeb, N., Maqbool, A., Mazhar, M., & Bakhsh, A. (2020). The power of green brand loyalty: Exploring the effect of green perceived value, green perceived risk and green trust on the green repurchase decision. Paradigms: A Research Journal of Commerce, Economics, and Social Sciences, 14(1), 234–238.

Nestlé Pakistan. (2023). Sustainable packaging. Nestlé Pakistan

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006

Putra, I. K. M., Wirga, I. W., Sanjaya, I. B., Pasek, I. K., & Sukarta, I. W. (2022). Does green perceived value impact the green repurchase intention? A perspective from The Body Shop Indonesia consumer. International Journal of Business, Economics & Management, 5(3), 176–180.

Schultz, P. W., Gouveia, V. V., Cameron, L. D., Tankha, G., Schmuck, P., & Franěk, M. (2005). Values and their relationship to environmental concern and conservation behavior. Journal of Cross-Cultural Psychology, 36(4), 457–475. https://doi.org/10.1177/0022022105275962  

Sudita, N. P. C. R., & Ekawati, N. W. (2018). Pengaruh green perceived value terhadap green repurchase intention yang dimediasi oleh green trust (The Body Shop, Denpasar). E-Journal Manajemen Universitas Udayana, 7(11), 5846–5873.

Sun, K.-A., & Moon, J. (2024). Relationships between psychological risk, brand trust, and repurchase intentions of bottled water: The moderating effect of eco-friendly packaging. Sustainability, 16(13), 5736. https://doi.org/10.3390/su16135736

Sustainable Packaging Coalition. (2019). Definition of sustainable packaging. GreenBlue. Sustainable Packaging Coalition PDF

Tahir, A. R. (2021). Impact of green marketing on consumer purchase intention. Bulletin of Business and Economics, 10(2), 76–84.

Trasorras, R., Weinstein, A., & Abratt, R. (2009). Value, satisfaction, loyalty and retention in professional services. Marketing Intelligence & Planning, 27(5), 615–632. https://doi.org/10.1108/02634500910977854

Zheng, C., Ling, S., & Cho, D. (2023). How social identity affects green food purchase intention: The serial mediation effect of green perceived value and psychological distance. Behavioral Sciences, 13(8), 664. https://doi.org/10.3390/bs13080664