Factors Associated with Consumers’ Willingness to Pay for Paper-Based Ready-to-Eat Food Packaging in Thailand
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Abstract
This study employed a quantitative research approach with two main objectives: 1) to examine ready-to-eat food consumption behavior, attitudes toward paper-based ready-to-eat food packaging, environmental awareness, and consumers’ willingness to pay in Thailand; and 2) to investigate the factors associated with consumers’ willingness to pay for paper-based ready-to-eat food packaging. Data were collected from 400 consumers who had prior experience purchasing or consuming ready-to-eat food using an online questionnaire as the research instrument. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, including the Independent Sample t-test, One-way ANOVA, Pearson’s correlation coefficient, and multiple regression analysis.
The results indicated that consumers exhibited the highest level of positive attitudes toward paper-based ready-to-eat food packaging (mean = 4.69), the highest level of environmental awareness (mean = 4.52), and a very high level of willingness to pay for paper-based ready-to-eat food packaging (mean = 4.54). The hypothesis testing results revealed that certain demographic characteristics and ready-to-eat food consumption behaviors resulted in differences in consumers’ willingness to pay. In addition, certain aspects of attitudes toward paper-based ready-to-eat food packaging and certain aspects of environmental awareness were positively correlated with and had significant effects on consumers’ willingness to pay. The findings provide useful insights into the development of environmentally friendly food packaging and support the formulation of marketing and pricing strategies that align with sustainable consumption trends in the future.
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