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Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

Abstract

Today, consumers are more concerned about environmental changes and their purchasing behavior has changed in this regard. Concern for the environment in buying patterns of consumers who prefer products that support the environment with a growing trend are visible. The aim of the current study is to evaluate the impact of Environment-friendly attitude on consumer perception of reusability of product packaging. The present research is applied regarding the aim, and in terms method of data collection is a descriptive survey and correlation. Using Simple random sampling, a sample of 385 customers of big stores in Bushehr were selected and studied. Then the required information was gathered using a questionnaire. AMOS software was used to test the conceptual model and the research hypotheses. The results show that the consumer’s environment-friendly attitude has a positive and significant effect on his sensitivity to recyclability of product packaging. The findings also indicate that consumer sensitivity have positive and significant effect on consumer perception of reusability of product packaging. Finally, the results show that the proportionality of the form, color and the material of the packaging have positive and significant effect on consumer perception of reusability of product packaging. So the Companies should consider the form, color and the material of the packaging in their products.

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