Malarvizhi, C. A., Al Mamun, A., Jayashree, S., Manzoor, S. R., Umasri.
By addressing the environmental challenges through the proper plastic waste management, this study examined the purchase intention towards green food packaging among Malaysians. For the study, data were collected from 164 respondents who were mainly students and working people, living in the state of Selangor Malaysia. The study applied Theory of Planned Behavior (TPB) and the findings revealed significant positive influences of Environmental Attitude (EA) and Internal Perceived Behavioral Control (IPBC) on the Green Purchase Intention (GPI) towards Green Food Packaging. Furthermore, Subjective Norm (SN) and External Perceived Behavioral Control (EPBC) were found having no impact on purchase intention towards Green Food Packaging. The study outcomes imply that, the Malaysian government and policymakers should focus on improving EA and IPBC by developing and imposing rules and regulations on the usages of green food packaging. At the same time relevant government agencies should take proper initiatives to increase the social awareness of using green food packing among consumers. In addition, marketers can rely on these findings to increase the purchase intention by prompting their green food packaging practices which can benefit them gaining competitive advantage as well as can ensure their pro-environmental responsibilities. Finally, the study illustrated that a joint effort and cooperation from all the stakeholders (i.e. Government, Business Operators and Consumers) is essential to ensure the full execution of green food packaging practices in reducing the plastic waste generation from food products processing and consequently achieving the Sustainable Development Goals in Malaysia.