AAINAA NABILAH, BINTI AZIZUDDIN CONSUMER ATTITUDES AND WILINGNESS TO PAY FOR SUSTAINABLE FOOD PACKAGING AMONG SMES IN MALAYSIA A QUANTITATIVE STUDY. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)
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Abstract
This paper sheds light on consumer behaviour and the willingness to pay (WTP) sustainable food packaging by SMEs in Malaysia. As issues of concern about the environment are raised, consumers are being more into consideration of what they consume and particularly the packaging material. Nonetheless, sustainable packaging adoption in the SME sector is low because of the perceived cost, uncertainty consumer demand and scanty research evidence. A sample size of consumers aware of SME food products was used to carry out random sampling using structured questionnaires to gather data using a quantitative method of research. The relationship between the variables on consumer environmental attitudes, perceived packaging attributes, and willingness to pay on the choice of eco-friendly packaging option were studied using statistical tools. The results indicate that the consumers have a positive attitude to sustainability, and they are willing to pay a premium of sustainable packaging at an average rating. WTP is greatly dependant on environmental concern, perceived usefulness, and sense of aesthetics in packaging. The research provides on-the-ground knowledge to help SMEs to synchronize the packaging practices with the ever-growing green consumer culture.
| Item Type: | Monograph (Project Report) |
|---|---|
| Uncontrolled Keywords: | Willingness to Pay, Sustainable Packaging, Consumer Environmental Attitudes , SMEs Food Industry |
| Divisions: | Library > Projek Sarjana Muda > FPTT |
| Depositing User: | Burairah Hussin |
| Date Deposited: | 16 Jul 2026 00:31 |
| Last Modified: | 16 Jul 2026 00:31 |
| URI: | http://eprints.utem.edu.my/id/eprint/30339 |
| Statistic Details: | View Download Statistic |
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