Consumers’ valuation for eco-friendly packaging attributes in Klang Valley, Malaysia

The expansion of internet technology has led to the development of online food delivery services. However, this comes at a significant environmental cost, resulting from the plastic waste generated by online food delivery. The adoption of eco-friendly packaging has been proposed as an innovative solution to mitigate the increasing production of plastic waste. The objective of this study is to investigate the consumers’ preferences for eco-friendly packaging attributes and their willingness to pay for these attributes. Discrete choice experiment was employed, and 300 respondents have completed the survey. The results indicated that consumers were willing to pay more for recyclable packaging and the willingness to pay varied based on age, gender, education and income. Online food delivery platforms could consider offering recyclable packaging options within their applications, particularly given the positive willingness-to-pay estimates observed in this study. Across all choice tasks, 90.3% of observed choices selected one of the proposed eco-friendly packaging alternatives, while 9.7% selected the opt-out (neither’) option, indicating broad acceptance of environmentally friendly packaging attributes among consumers.

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