Sustainable Packaging: The Impact of Fresh Start Mindset on Consumer Inferences

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 iii 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 i 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 1 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 3 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 11 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 12 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 14 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) Page | i