Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
i
Sus ainable Packaging: The Impac o F esh S a
Mindse on Consume In e ences
Lau a Calapez Pinhei o Cos a Coimb a
Disse a ion p esen ed as pa ial equi emen o ob aining
he Mas e ’s deg ee in In o ma ion Managemen
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
i
NOVA In o ma ion Managemen School
Ins i u o Supe io de Es a ís ica e Ges ão de In o mação
Uni e sidade No a de Lisboa
SUSTAINABLE PACKAGING: THE IMPACT OF FRESH START MINDSET
ON CONSUMER INFERENCES
by
Lau a Calapez Pinhei o Cos a Coimb a
Disse a ion epo p esen ed as pa ial equi emen o ob aining he mas e ’s deg ee in
In o ma ion Managemen , wi h a specializa ion in Ma ke ing In elligence
Ad iso : Diego Cos a Pin o
Co Ad iso : Ca ina Cas agna
No embe 2021
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
ii
ABSTRACT
This s udy ocuses on he beha io al e ec o he esh s a mindse owa ds
sus ainable packaging op ions. The objec i e o his esea ch was o p o ide an empi ical
s udy o explain he impac o esh s a mindse on pe cep ions and mo al sa is ac ion
owa ds p oduc s wi h sus ainable packaging, as well as i i has an e ec on consume s
in en ion o pu chase he p oduc . A concep ual model has been p oposed and subjec ed o
empi ical e i ica ion hough an online ques ionnai e ha coun ed wi h 339 esponden s.
Resul s we e analysed hough he PLS-SEM echnique and sugges s esh s a mindse
con ibu es o he in e ence making and mo al sa is ac ion o p oduc s wi h pape -based
packaging. The cu en pape ends wi h a discussion o he s udy’s limi a ions and
implica ions o companies as a whole and, specially, o ma ke e s.
KEYWORDS
F esh S a Mindse ; Sus ainable Packaging; Pape -based Packaging; Pe cei ed Sus ainabili y;
Pe cei ed Na u alness; Pe cei ed Consume E ec i eness; Mo al Sa is ac ion; Pu chase
In en ion; PLS-SEM
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
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INDEX
1. INTRODUCTION ......................................................................................................... 1
2. THEORETICAL BACKGROUND ..................................................................................... 3
2.1. FRESH START MINDSET ..................................................................................................... 3
2.2. THE RISE OF SUSTAINABLE PACKAGING & CONSUMER’S RESPONSE ............................................ 3
2.2.1. Consume In e ence-making on Sus ainable Packaging ........................................ 4
2.2.2. Mo al Sa is ac ion .................................................................................................. 4
3. CONCEPTUAL MODEL DEVELOPMENT ........................................................................ 6
3.1. FRESH START MINDSET ..................................................................................................... 6
3.2. PERCEIVED NATURALNESS ................................................................................................. 7
3.3. PERCEIVED SUSTAINABILITY ............................................................................................... 7
3.4. PERCEIVED CONSUMER EFFECTIVENESS ................................................................................ 8
3.5. MORAL SATISFACTION ...................................................................................................... 8
4. METHODOLOGY ........................................................................................................ 9
4.1. MEASUREMENT INSTRUMENTS AND OPERATIONALIZATION OF VALUES ...................................... 9
4.2. SAMPLE ......................................................................................................................... 9
5. ANALYSIS AND RESULTS ........................................................................................... 11
5.1. ASSESSMENT OF THE MEASUREMENT MODEL ..................................................................... 11
5.1.1. Indica o Reliabili y............................................................................................... 12
5.1.2. In e nal Consis ency Reliabili y and Con e gen Validi y ..................................... 12
5.1.3. Disc iminan Validi y ............................................................................................ 12
5.2. ESTIMATION OF THE STRUCTURAL MODEL .......................................................................... 13
5.2.1. Collinea i y (VIF) ................................................................................................... 13
5.2.2. Coe icien o De e mina ion (R2) ......................................................................... 14
5.2.3. C oss- alida ed Redundancy (Q2) ......................................................................... 15
5.2.4. E ec Size (F2) ....................................................................................................... 15
5.3. MODEL VALIDATION ...................................................................................................... 15
6. DISCUSSION ............................................................................................................ 18
6.1. THEORETICAL DISCUSSION ............................................................................................... 18
6.2. MANAGERIAL IMPLICATIONS ............................................................................................ 19
6.3. LIMITATIONS AND FUTURE RESEARCH ................................................................................ 20
7. CONCLUDING REMARKS .......................................................................................... 21
8. REFERENCES ............................................................................................................ 22
9. APPENDIX................................................................................................................ 26
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
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LIST OF FIGURES
Figu e 1. Concep ual Model ....................................................................................................... 6
Figu e 2. Sus ainable Pape -based Packaging showed on he ques ionnai e ......................... 10
Figu e 3. Boo s apping ............................................................................................................ 17
LIST OF TABLES
Table 1. Demog aphic da a o esponden s ............................................................................ 10
Table 2. Ou e model esul s ................................................................................................... 11
Table 3. Disc iminan alidi y ................................................................................................... 13
Table 4. Collinea i y (VIF) ......................................................................................................... 13
Table 5. Coe icien o de e mina ion (R2) ............................................................................... 14
Table 6. E ec size (F2) ............................................................................................................. 15
Table 7. Hypo hesis es ing o ela ionships among cons uc s ............................................ 16
Table 8. Scales and i ems used in he ques ionnai e ............................................................... 26

Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
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1. INTRODUCTION
Cu en ly, we li e in an ecological c ise whe e con empo a y economies ep esen se e e
and po en ially disas ous challenges o he na u al en i onmen (Buens o & Co des,
2008). The inc easing awa eness o he impac o en i onmen al issues and unsus ainable
consump ion a e being add essed in a mo e in en ional, comp ehensi e and sys ema ic
app oach in he p e ious yea s (P o he o e al., 2011).
Thus, his led us o a global social mo emen away om plas ic packaging and,
consequen ly, he single use o plas ics, which has been sha ed no only by en i onmen al
g oups and legisla o s, bu also by consume s, local communi ies, public au ho i ies,
inancial ins i u ions and employees (Vince & S oe , 2018 ci ed in Bo g e al., 2020; Gadenne
e al., 2009). Some s udies p esen packaging as a “necessa y e il” ha is p ominen ly
associa ed wi h en i onmen al deg ada ion (S eenis e al., 2017). The pe asi eness o
packaging con ibu es o en i onmen al p oblems, such as global wa ming and clima e
change (Mehe ishi e al., 2019; S eenis e al., 2017). This en i onmen al impac is gene a ing
a g owing awa eness on de imen al impac s o packaging on he en i onmen ; hus, his
consciousness is o cing and p essu ing companies and businesses o de elop and p omo e
sus ainable p oduc packaging. Besides his, i also mo i a es esea che s and academicians
o unde s and he sus ainable buying beha iou and in en ions (Mehe ishi e al., 2019;
P akash e al., 2019; Nguyen e al., 2020).
Explo ing eco-inno a i e p oduc s om consume pe spec i e became impe a i e.
(Papa oidamis e al., 2019). In his sense, in ecen yea s, li e a u es and esea ches om
di e en disciplina y backg ounds ha e been co e ing a iche unde s anding on p oduc
packaging and i s impo ance on consume ’s sus ainable pu chase in en ions and beha iou
(Whi e e al., 2016; Sunda e al., 2020). Also, nume ous s udies o en i onmen al beha iou
epo ed co ela ions be ween en i onmen al alues, in en ions, a i udes and beha iou
(Re ie e al., 2014). In o he hand, only a ew s udies a e co e ing he impo ance o
sus ainable packaging ma e ial and consume ’s pe cep ions and in en ions owa ds i .
Unde s and pe cep ions and beha iou s ega ding o di e en sus ainable ma e ials
becomes impo an as p oduc s inc easingly a e ma ke ed using en i onmen al claims and
consume s hus ha e g owing oppo uni ies o exp ess en i onmen al alues and a i udes
(Jansson e al., 2011; Papa oidamis e al., 2019).
By doing so, his esea ch con ibu es o he wo k on consume beha iou owa ds
sus ainable p oduc packaging by ex ending i si ua ing esh s a mindse as a psychological
ai ha can in luence consume s in e ences, esponse and in en ion owa ds packaging
wi h di e en sus ainable packaging ma e ials, speci ically pape -based packaging. In ecen
yea s, esh s a mindse has been a ai ha is used as a ma ke ing ool in p omo ions,
comme cials and di e en ypes o he ma ke ing mix, howe e , i is s ill one o he leas
explo ed e i o ies when analysing i s impac on consume beha iou (Vasko a, 2019). In
addi ion o his, esh s a mindse has been associa ed wi h a ious ans o ma ional
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
2
p ac ices and aspi a ional beha iou s bu mos ly wi h consume ism. In his sense, i is
impo an o unde s and he impac o his concep on consume s beha iou domains.
Summing up, he aim o his disse a ion is o in es iga e and analyse he impac o esh
s a mindse on consume s pe cep ions and esponse owa ds sus ainable packaging. To do
so, he esea ch o be conduc ed has as mains ques ion: Does esh s a mindse impac s
consume s pe cep ions and in en ions owa ds p oduc s wi h sus ainable packaging?
The s uc u e o he pape is as ollows. In he nex sec ion he concep s o esh s a
mindse , sus ainable packaging, consume in e ences, mo al sa is ac ion and en i onmen al
in ol emen a e p esen ed, and he esea ch model is concep ualized. Then, chap e 4
p esen s he me hodology applied and on chap e 5 he esul s o his esea ch a e
p esen ed. Finally, he esul s and main indings o he s udy a e discussed, including i s
implica ions o heo y and p ac ice, and possible u he esea ch di ec ions a e ou lined.
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
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2. THEORETICAL BACKGROUND
2.1. FRESH START MINDSET
P ice e al (2018) de ined esh s a mindse as a “belie ha people can make a new
s a , ge a new beginning, and cha a new cou se in li e ega dless o he ci cums ances.”
(p. 22). The au ho documen s ha he esh s a mindse , al hough dis inc , i is associa ed
wi h indi idual cha ac e is ics including op imism, goal pe se e ance and g ow h mindse ,
which a e concep s ha ha e been co e ed in ecen li e a u es.
The esh s a mindse is associa ed wi h g ea e engagemen in e o s o make a new
s a , new beginnings h ough consump ion p ac ices, and display mo e posi i e a i udes,
openness o new b and expe iences. Thus, i is sha ed among indi iduals who iden i y
hemsel es wi h global consume cul u e, globalisa ion p ocesses and en i onmen alism
(P ice e al.,2018). In addi ion o his, when ac i a ed, he esh s a mindse e ec in
indi iduals no only allows hem o ollow h ough good in en ions in na u ally a ising
landma ks, bu also has impo an implica ions and in luences on hei consump ion choices
ela ed wi h sel - ans o ma ion (Dai e al., 2014; P ice e al., 2018).
2.2. THE RISE OF SUSTAINABLE PACKAGING & CONSUMER’S RESPONSE
In ecen yea s, li e a u e speci ies packaging ma e ial and shape as impo an a ibu es
o a p oduc , as i is a pe asi e elemen o mode n consump ion (S eenis e al., 2018;
Sunda e al., 2020; P akash e al., 2019).
Acco ding o Dangelico & Puja i, (2010), he global consume s packaging ma ke is
associa ed wi h a signi ican en i onmen al bu den and, in he con ex o g owing awa eness
o his issue, i now ep esen s an impo an one o indus ials and e aile s, as new no ms
pu moun ing p essu e on people o minimize hei ecological oo p in and encou aging
hem o be mo e conce ned abou en i onmen al consequences o hei pu chases and
p oduc usage. This is changing consume s willing o change hei daily a i udes and
educing hei le els o consump ion and/o modi ying he kinds o goods hey consume
(Gadenne e al., 2009; Bo g e al., 2020; Papa oidamis e al., 2019; Buens o & Co des,
2008).
Recen schola ly wo k has been ocused on he inc easing p ac i ione in g eening new
p oduc s design, ha can be done h ough i s ma e ial (Papa oidamis e al., 2019). Also,
acco ding o Nguyen e al., (2020) s udy, consume s expec a ions o eco- iendly/sus ainable
packaging a e p ima ily associa ed wi h ma e ials (such as biodeg adabili y and ecyclabili y)
and o ma ke appeal. Adding o his, packaging ma e ials a e he main con ibu o o di ec
en i onmen al impac s. Today, packaging is being imp o ed and shi ed o sus ainable
packaging, by educing ma e ials, inc easing ecycled con en and inc easing he amoun o
enewable ma e ials h oughou a packaging li e cycle om p oduc ion o consump ion,
disposal and a e disposal (Magnie & Schoo mans, 2017; Magnie & C ié, 2015; Nguyen e
al., 2020). Following his g een mo emen , companies and b ands o oday a e s a egically
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
4
in es ing in eco-inno a ions by educing packaging ma e ials o a oid and educe
en i onmen al ha ms and a e adop ing en i onmen al p inciples in o de o align hemsel es
wi h cus ome s and be be e alued by hem and, consequen ly, boos consump ion and
add alue o he company (Phipps e al., 2013; Papa oidamis e al., 2019; Dangelico & Puja i,
2010; Jansson e al., 2011; Magnie & C ié, 2015).
2.2.1. Consume In e ence-making on Sus ainable Packaging
The ise o en i onmen al awa eness and new sus ainable op ions a e changing
consume beha iou (Zhang e al., 2015). A he poin o pu chase, consume s a e usually
con on ed wi h a packaged p oduc , hus, he success o sus ainable packaging, and i s
e ec i e en i onmen al imp o emen , elies on consume s accep ance, in e ences and
esponse o i (S eenis e al., 2017).
Acco ding o se e al s udies, he isual aspec o a package is a sou ce o in e ence o
he consume , hence, he way an objec looks like has high ele an ole explaining ac ual
pu chase decisions and gua an eeing i s success. This happens because he aspec leads o
spon aneous in e ences consume ’s make ega ding he design o he package, since hey
na u ally p one o ca ego ize isual cues o make sense o i (S eenis e al., 2017; Celhay &
T inquecos e, 2015; O h & Malkewi z, 2008; Magnie & C ié, 2015). Focusing on he
packaging cha ac e is ics, li e a u e speci ies ha he ma e ial is no di ec ly ela ed o he
p oduc con en . Howe e , esea ch has also shown ha consume s d aw in e ences in
which pe cep ions de i ed om packaging a ibu es (ma e ial). These in e ences made on
he ma e ial aspec in luences p oduc e alua ion, pu chase in en ion, belie s and
consume ’s a i udes (Magnie & Schoo mans, 2017; Magnie & C ié, (2015).
Resea ches and schola s ha e a gued and epo ed mixed (s ong and weak) associa ion
be ween consume ’s a i udes and sus ainable consump ion beha iou (Joshi & Rahman,
2019; Papa oidamis e al., 2019). Acco ding o Rees e al., 2019 hese associa ions, and
sus ainabili y pe cep ion is mainly a ec ed by g aphical and s uc u al cues. Also, adding o
his, acco ding o S eenis e al., (2017), he ole o packaging design and ma e ial is
demons a ed in i s e ec s in na u alness and heal h pe cep ions. E en h ough sus ainable
packaging needs o be isually appealing in o de o ca ch consume s a en ion and
consequen ly allow consume s o make in e ences on he p oduc , Pe cei ed Consume
E ec i eness (PCE) also in luences consume ’s in en ions o engage wi h sus ainable
p oduc s/packages (An one i & Maklan, 2014). PCE has been explained in li e a u e as a
way o measu ing he abili y o a cus ome o a ec en i onmen al issues (An il and Benne ,
1979 ci ed in Joshi & Rahman, 2019).
2.2.2. Mo al Sa is ac ion
In he pas yea s, and in addi ion o he p e ious chap e , se e al empi ical s udies claim
he idea ha en i onmen al a i udes ega ding e e yday consume beha iou a e also
mo ally based. This is suppo ed by he idea ha consume s may achie e a high deg ee o
mo al sa is ac ion om any sus ainabili y pe cep ion, which leads hem o he ac ual
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
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5. ANALYSIS AND RESULTS
The p esen esea ch has an analy ical app oach h ough he s uc u al equa ion
modelling (SEM). SEM allows esea che s o analyse he cause-e ec ela ions be ween
la en cons uc s – independen and dependen a iables wi hin a model. Based on he
app oach chosen, he echnique adop ed was Pa ial Leas Squa es SEM (PLS-SEM), which
aims a maximizing he explained a iance o he dependen la en cons uc s. (Hai e al.,
2011). Thus, he esea ch ca ied ou a wo-s ep e alua ion o he p oposed model: (1)
e alua ion o he measu emen model and (2) es ima ion o he s uc u al model and
hypo hesis es ing.
5.1. ASSESSMENT OF THE MEASUREMENT MODEL
The cons uc s o he p oposed esea ch model used a e lec i e measu emen model,
which ocuses is assessed wi h ega d o hei eliabili y and alidi y. This model was chosen
because he indica o s o each cons uc a e co ela ed and in e changeable (Hai e al.,
2011). Table 2 summa izes he assessmen o he measu emen model.
Table 2. Ou e model esul s
Cons uc
Indica o s
Loadings
Composi e
Reliabili y
AVE
C onbach
Alpha
F esh S a Mindse (FSM)
FSM 1
0.834
0.933
0.735
0.910
FSM 2
0.888
FSM 3
0.844
FSM 4
0.876
FSM 5
0.844
Pe cei ed Na u alness (PN)
PN 1
0.910
0.904
0.824
0.787
PN 2
0.906
Pe cei ed Sus ainabili y (PS)
PS 1
0.864
0.954
0.807
0.940
PS 2
0.930
PS 3
0.881
PS 4
0.901
PS 5
0.913
Pe cei ed Consume
E ec i eness (PCE)
PCE 1
0.637
0.917
0.652
0.892
PCE 2
0.694
PCE 3
0.894
PCE 4
0.871
PCE 5
0.882
PCE 6
0.831
Mo al Sa is ac ion (MS)
MS 1
0.909
0.956
0.843
0.938
MS 2
0.924

Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
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MS 3
0.918
MS 4
0.923
Pu chase In en ion (PI)
PI 1
0.948
0.947
0.899
0.888
PI 2
0.949
5.1.1. Indica o Reliabili y
Acco ding o (Hai e al., 2011) each indica o ’s eliabili y needs o be aken in o accoun
when assessing he measu emen model. As shown is able 2, he majo i y o he loadings
show le els abo e 0.7, anging om 0.637 o 0.949, demons a ing a sa is ac o y le el o
eliabili y. (Hai e al., 2011) also sugges ed ha indica o s wi h loadings be ween 0.40 and
0.70 should be conside ed o emo al only i by dele ing i will lead o an inc ease o he
composi e eliabili y. Thus, he wo i ems om PCE wi h he alues o 0.637 and 0.694 we e
main ained in he s udy since hey don’ dec ease he composi e eliabili y. The ela ionship
be ween hese alues is associa ed wi h he hypo heses and he li e a u e s udied.
5.1.2. In e nal Consis ency Reliabili y and Con e gen Validi y
To assess he in e nal consis ency eliabili y, Composi e Reliabili y and C onbach’s Alpha
we e calcula ed. The composi e eliabili y e e s o he deg ee o which indica o s ep esen
he la en cons uc in common and highe alues gene ally indica e highe le els o
eliabili y (Hai e al., 2013). Acco ding o se e al esea che s, i is es ima ed ha alues
be ween 0.60 and 0.70 a e conside ed accep able in he explo a o y esea ch, whe eas
alues be ween 0.70 and 0.95 a e conside ed sa is ac o y (Hai e al., 2019). Ha ing his in
conside a ion, based on able 2, all cons uc s ha e sa is ac o y composi e eliabili y, anging
om 0.904 o 0.956. In he con ex o C onbach’s Alpha, al hough i assumes simila
h esholds, i p oduces lowe alued han composi e eliabili y since he i ems a e
unweigh ed. To ha e a sa is ac o y alpha alue, esea che s sugges a minimal C onbach
alpha o 0.7 (Hai e al., 2019). In he p esen s udy, all cons uc s ha e alues abo e 0.7,
anging om 0.787 o 0.940. In addi ion o his, Con e gen Validi y was measu ed using
he A e age Va iance Ex ac ed (AVE) om each cons uc and espec i e i ems. The AVE
should be 0.5 o highe o be accep able (Hai e al., 2019). This pa ame e indica es a
su icien deg ee o con e gen alidi y. In he p esen s udy, all AVEs a e abo e 50% o all
la en a iables.
5.1.3. Disc iminan Validi y
Once assessed he eliabili y o he indi idual i em and he con e gen alidi y o he
measu emen model, he nex s ep was o e alua e he disc iminan alidi y. The
disc iminan alidi y de e mines o wha ex en a cons uc is empi ically dis inc om o he
con ac s in he pa h model (Hai e al., 2019). Acco ding o Fo nell and La ke (1991) ci ed in
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
13
Hai e al. (2019), he squa e oo o AVE in each la en a iable indica es disc iminan
alidi y i his alue is highe han he co ela ion alues wi h he o he la en a iables.
The co ela ion ma ix in Table 3 shows ha he disc iminan alidi y was es ablished o
all se en cons uc s and mode a ing e ec :
Table 3. Disc iminan alidi y
FSM
MS
PCE
PN
PS
PI
F esh S a Mindse (FSM)
0.857
Mo al Sa is ac ion (MS)
0.472
0.918
Pe cei ed Consume E ec i eness (PCE)
0.522
0.555
0.808
Pe cei ed Na u alness (PN)
0.323
0.541
0.363
0.908
Pe cei ed Sus ainabili y (PS)
0.340
0.672
0.309
0.624
0.898
Pu chase In en ion (PI)
0.315
0.580
0.432
0.398
0.511
0.948
5.2. ESTIMATION OF THE STRUCTURAL MODEL
The demons a ed esul s on he p e ious poin showed ha he measu emen model
has a sa is ac o y indi idual i em eliabili y, con e gen alidi y and, also, disc iminan
alidi y. This measu emen model assessmen showed su icien obus ness o es he
ela ionship be ween la en a iables and dependen a iable. Thus, he nex s ep in
e alua ing PLS-SEM esul s is o e alua e he s uc u al model o, no only de ine i s
explo a o y s eng h, bu also o es he esea ch hypo hesis desc ibed p eciously.
5.2.1. Collinea i y (VIF)
To e alua e he collinea i y o he indica o s, he Va iance In la ion Fac o (VIF) was used
in his s udy. Acco ding o Hai e al., (2019), he le el o collinea i y is g ea e when VIF
alues a e highe , being he ole ance le el is 0.20 o below and 5 and abo e shows indica es
collinea i y issues among he cons uc s. In he p esen s udy, he VIF alues o all
indica o s ange be ween 1.727 and 4.777 — hese VIF alues demons a e ha he esul s
a e no a ec ed by collinea i y p oblems.
Table 4. Collinea i y (VIF)
Cons uc
Indica o s
Collinea i y (VIF)
F esh S a Mindse (FSM)
FSM 1
2.263
FSM 2
3.073
FSM 3
2.396
FSM 4
2.831
FSM 5
2.286
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
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Pe cei ed Na u alness (PN)
PN 1
1.727
PN 2
1.727
Pe cei ed Sus ainabili y (PS)
PS 1
2.884
PS 2
4.777
PS 3
3.033
PS 4
3.761
PS 5
4.177
Pe cei ed Consume E ec i eness (PCE)
PCE 1
1.921
PCE 2
2.072
PCE 3
3.675
PCE 4
3.000
PCE 5
3.397
PCE 6
2.196
Mo al Sa is ac ion (MS)
MS 1
3.391
MS 2
4.019
MS 3
3.798
MS 4
3.902
Pu chase In en ion (PI)
PI 1
2.765
PI 2
2.765
5.2.2. Coe icien o De e mina ion (R2)
Wi h he collinea i y being assessed and de e mina e ha i is no an issue, he nex s ep
was he examining o he Coe icien o De e mina ion (R2). The R2 measu es he a iance
which is explained in each o he endogenous cons uc s and ep esen s he model’s
explana o y powe (Joseph F. Hai e al., 2019). The coe icien s o de e mina ion anges
om o o 1, wi h highe alues indica ing a g ea e explana o y powe , and, acco ding o
esea che s he ones wi h alues o 0.75, 0.5 and 0.25 a e conside ed subs an ial, mode a e
and weak, espec i ely.
In he p esen esea ch, esul s o Pe cei ed Na u alness and Pe cei ed Consume
E ec i eness (PCE) ha e weak R2 alues, being 0.104 and 0.272, espec i ely (see able 5.).
Howe e , he alue o PCE is accep able since his esea ch belongs o he a ea o consume
beha iou , whe e, acco ding o Hai e al., (2013), R2 = 0.2 is conside ed sa is ac o y.
Table 5. Coe icien o de e mina ion (R2)
Cons uc
Coe icien o de e mina ion (R2)
Pe cei ed Na u alness (PN)
0.104
Pe cei ed Sus ainabili y (PS)
0.411
Pe cei ed Consume E ec i eness (PCE)
0.272
Mo al Sa is ac ion (MS)
0.600
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
15
Pu chase In en ion (PI)
0.337
5.2.3. C oss- alida ed Redundancy (Q2)
In addi ion o he coe icien o de e mina ion, o assess he s uc u al model he
blind olding-based c oss- alida ed edundancy measu e (Q2) was also de e mined o each
cons uc . This allows o e alua e he accu acy o he model. Acco ding o Hai e al. (2011),
when he Q2 alue is la ge han ze o, i means ha la en cons uc s exhibi p edic i e
ele ance, in o he wo ds, he ele ance o he pa hs in he model is accep able.
In he p esen s udy, he Omission Dis ance used was 7, which is he de aul alue in PLS-
SEM. The esul s shows ha alues abo e ze o a e ela ed o con ac s Pe cei ed
Na u alness (0.081), Pe cei ed Sus ainabili y (0.328), Pe cei ed Consume E ec i eness
(0.172), Mo al Sa is ac ion (0.498) and Pu chase In en ion (0.299). The esul s p esen ed
show ha he model o his esea ch ha e ele an pa hs.
5.2.4. E ec Size (F2)
Wi hin he p esen esea ch, he e ec size, also known as Cohen’s indica o , was also
es ed. Acco ding o Hai e al. (2013), his es assesses how much a cons uc is use ul o
he model i . The au ho also desc ibes he analysis ules o his c i e ia, by ci ing Cohen
(1988) — alues highe han 0.02, 0.15, and 0.35 depic small, medium, and la ge F2 e ec
sizes (Cohen, 1988). The esul s show ha he ela ionships MS > PI (0.580), PN > PS (0.574)
and PS > MS (0.479) ep esen g ea u ili y o model adjus men (see able below).
Table 6. E ec size (F2)
FSM
MS
PCE
PN
PS
PI
F esh S a Mindse (FSM)
0.117
0.522
0.322
0.155
Mo al Sa is ac ion (MS)
0.580
Pe cei ed Consume E ec i eness (PCE)
0.313
Pe cei ed Na u alness (PN)
0.091
0.574
Pe cei ed Sus ainabili y (PS)
0.479
Pu chase In en ion (PI)
5.3. MODEL VALIDATION
The main e alua ion c i e ia o he s uc u al model is he le el and signi icance o he
pa h coe icien s. To assess his Boo s apping was used (see igu e 3). Table 7 p esen s he
esul s o his es , e ealing he s a is ical signi icance o he pa hs, whe e T S a is ics mus
be g ea e han 1.96 and P alues smalle han 0.05 in o he o he hypo hesis o be
s a ically alid (Hai e al., 2013). In addi ion o his, igu e 3 p esen s he esul s o he
Boo s apping es , which p esen alues g ea e han 1.96.
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
16
Table 7. Hypo hesis es ing o ela ionships among cons uc s
Hypo hesis
Pa h
Be a
T S a is ics
P Values
Decision
H1
F esh S a Mindse
Pe cei ed Na u alness
0.323
5.368
0.000
Suppo ed
H2
F esh S a Mindse
Pe cei ed Sus ainabili y
0.155
3.117
0.000
Suppo ed
H3
F esh S a Mindse
Pe cei ed Consume
E ec i eness
0.522
8.813
0.000
Suppo ed
H4
F esh S a Mindse
Mo al Sa is ac ion
0.117
2.252
0.025
Suppo ed
H5
Pe cei ed Na u alness
Pe cei ed Sus ainabili y
0.574
13.287
0.000
Suppo ed
H6
Pe cei ed Na u alness
Mo al Sa is ac ion
0.098
2.055
0.040
Suppo ed
H7
Pe cei ed Sus ainabili y
Mo al Sa is ac ion
0.498
7.715
0.000
Suppo ed
H8
Pe cei ed Consume
E ec i eness Mo al
Sa is ac ion
0.365
7.305
0.000
Suppo ed
H9
Mo al Sa is ac ion
Pu chase In en ion
0.526
9.036
0.000
Suppo ed
Table 7 p esen s and summa izes he empi ical esul s in ela ion o he hypo heses.
Fi s , he empi ical esul s suppo all o he hypo hesis because he coe icien s o he pa hs
a e ele an . The H1 (β=0.323; p<.001; =5.368) suppo s ha he alue o FSM posi i ely
in luences he pe cei ed na u alness. Also, H2 (β=0.155; p<.001; =3.117) indica es ha he
alue o FSM posi i ely in luences he pe cei ed sus ainabili y and H3 (β=0.522; p<.001;
=8.813) indica es ha he alue o FSM also in luences he PCE. In addi ion o his, he H4
(β=0.117; p<.01; =2.252) suppo s ha he alue o FSM in luences Mo al Sa is ac ion. The
H5 (β=0.574; p<.001; =13.287) suppo s he posi i e ela ionship o he luence o pe cei ed
na u alness on pe cei ed sus ainabili y. The H6 (β=0.098; p<.05; =2.055), H7 (β=0.498;
p<.001; =7.715) and H8 (β=0.365; p<.001; =7.305) suppo ha pe cei ed na u alness,
pe cei ed sus ainabili y and PCE, espec i ely, ha e posi i e impac on mo al sa is ac ion.
Rega ding he e ec s on pu chase in en ion, he H9 (β=0.526; p<.001; =9.036) p o es ha
he alue o mo al sa is ac ion posi i ely in luences i .
Thus, he model p esen ed b ings oge he he heo y ha consume s wi h F esh S a
Mindse make consume -in e ences on sus ainabili y, na u alness and consume
e ec i eness, a ec ing mo al sa is ac ion and, consequen ly, he pu chase in en ion o he
p oduc wi h sus ainable pape -based packaging.

Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
17
Figu e 3. Boo s apping
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
18
6. DISCUSSION
6.1. THEORETICAL DISCUSSION
This s udy combined psychological mindse o explain consume ’s esponse and
in en ion o buy p oduc s wi h sus ainable packaging. Speci ically, he cu en esea ch
p esen s a s udy o unde s and consume s wi h a esh s a mindse pe cep ions, in e ences
and in en ions on sus ainable packaging, in speci ic pape -based packaging., in o he wo ds
o unde s and he impac o esh s a mindse on consume beha iou owa ds sus ainable
packaging. Thus, he indings and insigh s o he cu en s udy con ibu e o he domain o
sus ainable ma ke ing and packaging in se e al ways. In pa icula , his s udy con ibu es o
he li e a u e by ela ing a psychological mindse – esh s a – wi h consume ’s in e ence-
making and esponse owa ds sus ainable packaging op ions. Once he PLS-SEM analysis
was pe o med, he condi ions a e now a ou able o p o ide a concise answe o he
esea ch ques ion. The esul s show ha all hypo heses a e suppo ed, and he s udy also
p o ides new insigh s in o how psychological mindse can in luence consume s in e ence
making and esponse.
The esea ch model alida es he ela ionship be ween esh s a mindse and
consume in e ence making owa ds pape -based packaging. Speci ically, he model explains
10,4% o he a ia ion in pe cei ed na u alness and 40,1% o he a ia ion in pe cei ed
sus ainabili y. Thus, he indings demons a e how he impac o his psychological mindse
when pe cei ing pape -bases packaging op ions as na u al and, specially, as sus ainable.
Besides his, he hypo heses also de i ed om esh s a mindse o explain pe cei ed
consume e ec i eness. The model explains 27,2% o he a ia ion in pe cei ed consume
e ec i eness, his means ha , when ac i a ed, consume s wi h esh s a mindse ealize
ha hei e o s in e ms o indi idual ac ion makes posi i e di e ence and ha hey a e
being able o con ibu e o he en i onmen in a speci ic consump ion episode, in his case,
he pape -based packaging. The esea ch model explains 60% o he a ia ion in mo al
sa is ac ion. Based on his esul , i is possible o a gue ha esh s a mindse and
consume in e ence making (pe cei ed na u alness, pe cei ed sus ainabili y and pe cei ed
consume s e ec i eness) leads o consume s eeling mo ally sa is ied, when pe cei ed a
sus ainable pape -based packaging. Resul s also indica e ha pe cei ed sus ainabili y and
pe cei ed consume s e ec i eness ha e a bigge and g ea e impac on mo al sa is ac ion
han esh s a mindse and pe cei ed na u alness. Consequen ly, mo al sa is ac ion
impac s pu chase in en ion, which he esea ch model explains 33,7% o i s a ia ion. To
maximize he changes o he consume ac ually pu chases a p oduc wi h pape -based
packaging, mo al sa is ac ion should be he go- o eeling consume s mus ha e and his
happens when he packaging is pe cei ed, specially, as sus ainable, ollowed closely wi h
pe cei e o consume e ec i eness.
To sum up, he esul s o he s uc u al model es ing analysis con i m he ull
ela ionship be ween he psychological mindse and in e ence making o consume ’s
in en ion o pu chase p oduc s, impac ing signi ican ly and posi i ely.
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
19
These esul s ex end he ecen wo k and li e a u e on sus ainable consume beha iou
by ocusing on he sus ainable packaging by pape -based ma e ials. In addi ion o his, he
cu en s udy also ex ends he s udies on Consume Beha iou ocused consume -in e ence
making by showing ha Na u alness does no ha e an impo an impac on consume s
pe cep ions owa ds p oduc packaging. In o he hand, i shows ha mo al sa is ac ion is an
impo an aspec o con inue s udying, since i shows ha i has an impo an impac on
sus ainable consump ion.
Las , he s udy also adds o li e a u e on esh s a mindse , specially by P ice e al.
(2018), by si ua ing i as a ai ha in luences consume s in e ences, esponses and
in en ions owa ds packaging sus ainable ma e ials. Thus, his s udy p o ides new insigh s
in o how a psychological mindse can impac and in luence consume beha iou , because –
o bes o my knowledge – his is he i s s udy ha si ua es esh s a mindse as an
in luence aspec on consume s beha iou owa ds sus ainable op ions.
6.2. MANAGERIAL IMPLICATIONS
This pape a icula es he ole o esh s a mindse in consume s when in e ing and
esponding o sus ainable packaging. While pas s udies ha e s udied he e ec o F esh
S a Mindse on Risk aking beha iou and i s implica ions o en i onmen ally iendly
global b ands, his s udy is unique in ha i helps manage sus ainable packaging, especially
pape -based packaging, s a egies based on psychological mindse o possible consume s
and in e ences ha a e o med. The cu en s udy sugges s ha people wi h esh s a
mindse a e likely o pe cei e pape -based packaging in a way ha i impac s mo al
sa is ac ion and, consequen ly he pu chase in en ion. Consume s wi h esh s a mindse
a e likely o pe cei e pape -based p oduc s packaging’s in a way ha in luences hei
pu chase in en ion
The cu en s udy o e s many implica ions o decision-make s in he ield o
sus ainable packaging and p oduc s’ ma ke ing and communica ion. Ma ke e s in ol ed in
g een consump ion should ecognize he signi icance o F esh S a Mindse o a consume .
Thus, ma ke e s should use and emphasize he posi i e con ibu ion o g een and
sus ainable beha iou while designing and p oducing ma ke ing and communica ion
s a egies o his ype o p oduc s h ough he in o ma ion and emo ions deli e ed in
communica ion channels. These communica ion s a egies can enhance he esh s a
mindse h ough key messages and a speci ic one o oice. Fo example, ma ke e s can
make use o a empo al landma k, such as he new yea celeb a ions, o encou age
consume s o se new goals and s a a new oa h in li e by s a ing o consume mo e
sus ainable p oduc s in hei daily li es.
I is also impo an o ecognize he alue o PCE o a consume when communica ing
p oduc s wi h sus ainable packaging. Ma ke e s can inc ease PCE by p o iding a speci ic
consume g oup wi h ma ke ing messages ha show ha hei beha iou s can e ec i ely
make a di e ence. Fo example, ma ke e s and businesses can c ea e a clien loyal y
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
20
s a egy wi h a gami ica ion laye ha allows consume s o know how hey a e imp o ing
hei ecological oo p in wi h e e y pu chase o a sus ainable p oduc s om he b and.
Summing up, b ands o oday a e inc easingly emb acing sus ainabili y and he cu en
esea ch p o es some posi i e implica ions, especially o he ield o ma ke ing and
communica ion h ough consume beha iou .
6.3. LIMITATIONS AND FUTURE RESEARCH
Al hough he cu en s udy o e s insigh ul indings on he ela ionship among esh
s a mindse and consume pe cep ions and beha iou , he esul s ha e some limi a ions
and, consequen ly, a enues o u u e ones can be no ed and dis inguished.
Fi s , he me hodological limi a ions o his s udy a e la gely ela ed o he single use o
a s imuli om one p oduc ca ego y (cosme ics), which may bias he esul s and limi he
gene aliza ion o he in e ences and consume s pe cep ions. Also, he s imuli used consis ed
o a common packaging and, o ha eason, i had o be labelled as a “pape -based bo le”
o indica e i s p ope ies. Fu u e esea ch should es he alidi y o such consume
in e ences and pe cep ions o a a ie y o pape -based packaging’s om di e en
ca ego ies. Also, in line wi h his, u u e esea ch can also es hese consume in e ences on
di e en sus ainable packaging ma e ials op ions, such as bio- glass and bio-deg adable
plas ic.
Second, and in addi ion o he abo e me hodological limi a ion, he e is one ela ed o
he da a analysis me hod chose. The esea ch analysis had an analy ical app oach h ough
he PLS-SEM echnique. Fu u e esea che s may conside adop ing an Expe imen al
app oach when analysing he consume in e ences on sus ainable packaging, since i will
allow o ha e a mo e con ol o e he a iables and, consequen ly p o ides mo e speci ic
conclusions, making possible o unde s and he alidi y o a sus ainable p oduc packaging.
Thi d, he hesis’s app oached ocused on pe cep ions and in en ions ega ding
sus ainable packaging, bu i was no conside ed he e ail en i onmen which can a ec he
ole o packaging sus ainabili y in consume s pe cep ions. Wi h his, u he esea ch is also
ecommended o explo e whe he he pe cep ions and in e ences owa ds pape -based
packaging a y depending on new con ex ual ac o s.
Fou h, he na u e o he esh s a mindse cons uc is a ec ed by he e ec s and he
sociocul u al con ex o he ma ke in s udy. The cu en esea ch only s udied he
Po uguese ma ke , so he e is a need o cau ion when ans e ing insigh s o o o he
cul u es eali ies. Acco ding o P ice e al., (2018) “ o many cul u es, pa icula ly hose wi h
ola ile his o ical ajec o ies, pe cep ions o change a e likely o be mo e nega i e.” Thus,
o he cul u es may e eal di e en esul s o pe cei ed na u alness, sus ainabili y and
consume e ec i eness when ac i a ed h ough esh s a mindse . Wi h his, i is
impo an ha u he esea ch explo es and e alua es he e ec and impac ha esh s a
mindse has on consume s in e ences and beha iou s in di e en ma ke s o he han a
Eu opean one.
Sus ainable Packaging: The Impac o F esh S a Mindse on Consume In e ences
27
7-poin Like
S ongly
disag ee;
S ongly ag ee
- When I buy p oduc s, I y o conside how my use o hem will
a ec he en i onmen and o he consume s
- Each consume beha iou can ha e a posi i e e ec on socie y by
pu chasing p oduc s sold by socially esponsible companies
Joshi &
Rahman,
2019
7-poin Like
S ongly
disag ee;
S ongly ag ee
- I belie e ha sus ainable pu chasing by me will help in educing
pollu ion and also help in imp o ing he en i onmen .
- I belie e ha sus ainable pu chasing by me will help in educing
was e ul use o na u al esou ces.
- I belie e ha sus ainable pu chasing by me will help in conse ing
na u al esou ces.
- I eel good abou mysel when I in ol ed in sus ainable pu chasing.
Joshi &
Rahman,
2019
En i onmen al
in ol emen
7-poin Like
S ongly
disag ee;
S ongly ag ee
- I am conce ned abou he en i onmen .
- The condi ion o he en i onmen a ec s he quali y o my li e.
- I am willing o make sac i ices o p o ec he en i onmen .
- My ac ions impac he en i onmen .
(Cho, 2015)
F esh S a
Mindse
7-poin Like
S ongly
disag ee;
S ongly ag ee
- Rega dless o p esen ci cums ances, someone can cha a new
cou se in li e.
- Anyone can make a new s a i hey wan o. I ’s always possible o
someone o ge a new beginning.
- Wha e e hei pas , people can look o wa d o a new u u e.
- An indi idual can le go o he pas and s a anew.
- When some hing bad happens, a pe son can choose o c ea e a
be e li e.
(P ice e al.,
2018)
Sel -e icacy
7-poin Like
S ongly
disag ee;
S ongly ag ee
- I will be able o success ully o e come many challenges.
- In gene al, I hink ha I can ob ain ou comes ha a e impo an o
me.
- I am con iden ha I can pe o m e ec i ely on many di e en
asks.
- I will be able o achie e mos o he goals ha I ha e se o mysel .
- I belie e I can succeed a mos any endea o o which I se my mind.
- E en when hings a e ough, I can pe o m qui e well.
- When acing di icul asks, I am ce ain ha I will accomplish hem.
- Compa ed o o he people, I can do mos asks qui e well.
(P ice e al.,
2018)

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