Abstract:
The concept of environmentally friendly packaging is at its initial stage yet in the Sri
Lankan context in particular. However, environmental sustainability is the main
focus of the world in which the environment is deteriorating terribly at present
mainly due to non- degradable packaging. Packaging structural ecological cues
referred to the cues that relate to the structure of packaging mainly concerned the
reduction of its structure, the quality of packaging materials (recycled, recyclable,
from renewable sources), and reusability of the package itself. Since consumer
behavior is highly attached to the gender of the consumer and gender is considered
as the main demographic factor vital in purchase decision-making by individuals,
the main objective of this study was to identify the impact of gender on consumers’
agreeableness on the nature of packaging material used in food products packed in
an environmentally friendly manner with special reference to dairy products. A pre tested structured questionnaire was distributed among the consumers visiting the
Cargills Food city outlet located at Galgamuwa facing Kurunegala-Anuradhapura
main road, Sri Lanka by using a simple random sampling technique (time
randomization). The sample size consisted of 104 consumers selected by
randomizing time segments during shopping hours. An independent sample t-test
was used as the main analyzing technique according to the results; the sample
consisted of 82% females and 18% males. There was a significant difference (t
(102)=-2.453, p=0.016) between males and females in agreeableness towards the
usage of minimum packaging material for eco-friendly packages. Male respondents
(M=0.26, SD=0.991) agreed with using minimum packaging material for food
products more than their female counterparts' use (M=-0.33, SD=0.944). Therefore,
when designing a package for dairy products targeting male consumers, a minimum
amount of packaging material should be used as a means of attracting more male
consumers towards the product. From the environmental perspective, minimum
use of material for food packages leads to lower environmental deterioration and
efficient utilization of limited resources. The present findings are important for
product/package designers, policymakers, environmentalists in particular.
