JBS Vol 21. Num 2. 2019 - Measuring Working Women’s Demand for Eco-Friendly Food Packaging in Bangladesh

The study aims to test the “Theory of Planned Behavior” (TPB) by measuring the buying behavior (demand) for food in eco-friendly (green) packaging among women professionals in Bangladesh. As one of the most densely populated countries in Asia and the Pacific with an urban growth rate of 3.6%, Bangladesh is overwhelmed with environmental problems. The most visible is waste, particularly in its urban areas full of Municipal Solid Waste (MSW). Due to the increasing awareness by the customers of the harm caused to the environment by packaging materials, companies must address this issue. Globally, over three billion people live in cities and buy their groceries away from home – many of these products come packaged, mostly in disposable plastic containers. This paper analyzes the green buying pattern among professional female employees interested in green packaging to preserve the environment and the public health. One hundred female employees participated in a structured survey, based on random sampling, and responded to questions on a 5-point Likert Scale. The study used the Partial Least Squares (PLS) method, which is a variance-based technique for the analysis of data using a structural equation model. The outcome of this study shows that environmental attitude and perceived behavioral control positively influences purchase intentions among women. The results of the study serve as a benchmark for food manufacturers and marketers. It encourages them to comply with the 3R (Reduce, Reuse, Recycle) strategies to comply with the UNDP’s Sustainable Development Goal (SDG) by 2030. The findings and recommendations of this study support the growing emphasis on Sustainable Production and Consumption (SCP) and the commitment of the Government of Bangladesh to the SDGs.