Assessing sustainable consumption in packaged food in Indonesia: corporate communication drives consumer perception and behavior

Tseng, M.-L., Remen Lin, C.-W., Yudistira Sujanto, R., Lim, M. K. and Bui, T.-D. (2021) Assessing sustainable consumption in packaged food in Indonesia: corporate communication drives consumer perception and behavior. Sustainability, 13(14), 8021. (doi: 10.3390/su13148021)

Abstract

Sustainable consumption has been addressed in the literature in recent years, especially in relation to changing from a traditional consumption to sustainable consumption. Reducing environmental impacts from waste generation has been the focal point of sustainable consumption. However, a large number of attributes has caused a complexity in understanding which attributes effectively enhance the consumption. In particular, sustainable consumption has been facing a negative trend due to low levels of knowledge about packaging’s environmental impact, failed communication which leads to misperception and irresponsible behavior. This study contributes to proposing a set of attributes for enhancing sustainable consumption in the Indonesian food industry, to fulfill the lack of understanding of the attribute interrelationships using qualitative information. This study proposes a set of attributes to enhance sustainable consumption with qualitative information by assessing the interrelationships among the attributes employing the Delphi method and fuzzy decision-making trial and evaluation laboratory method to provide causal and effect relationships. As a result, corporate communication, consumer perception, consumer behavior, and product packaging are major aspects for sustainable consumption enhancement. Corporate communication becomes a major driver to affect perception and behavior. This study proposes a managerial insight for the packaged food industry on improving several criteria including green marketing, green consumerism, verbal features, and importance of information.

• Item Type: Articles
• Keywords: Sustainable consumption, fuzzy DEMATEL, corporate communication, consumer perception, consumer behavior, product packaging, Delphi method.
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Lim, Professor Ming

Creator Roles

Lim, M. K.: Conceptualization, Writing – original draft, Writing – review and editing

• Authors: Tseng, M.-L., Remen Lin, C.-W., Yudistira Sujanto, R., Lim, M. K., and Bui, T.-D.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Sustainability
• Publisher: MDPI
• ISSN: 2071-1050
• ISSN (Online): 2071-1050
• Published Online: 18 July 2021
• Copyright Holders: Copyright © 2021 The Authors
• First Published: First published in Sustainability 13(14): 8021
• Publisher Policy: Reproduced under a Creative Commons License