AHFE Open AccessHow Does Green Packaging Create Product Benefits? Data Analysis Applying Grounded Theory
Abstract
In retail, product packaging often shapes consumers' first impressions and critically influences purchase decisions. Green packaging communicates value that goes far beyond functionality. This study clarifies the product equity embedded in green packaging, defines each equity attribute, and consolidates corresponding measurement questionnaires. Using grounded theory content analysis, the findings indicate: (1) Green packaging benefits comprise two categories: Product Meaning and Emotional Value. (2) Products are perceived as green and sustainable when their packaging evokes three consumer emotions: satisfaction, trust, and self-association. (3) Questionnaire items for measuring these benefits were systematically organized.
Keywords: Green Packaging, Product Benefits, Satisfaction, Consumer Trust, Self-association
DOI: 10.54941/ahfe1007809
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