Understanding Swedish Consumers’ Purchase Intentions for Green Packaged Short-Shelf- Life Food Products : An Expanding to the Theory of Planned Behavior

Abstract: Background The climate change problem causes the importance of sustainable development. Food wastage especially short-shelf-life food product and the main focus on the consumer purchase intention towards the short-shelf-life food products in green packaging. Purpose This thesis aims to explore the factors that influence Swedish consumers' purchase intention for green packaged short shelf-life food products, and to extend the theory of planned behavior (TPB) by incorporating new or under-researched factors into the model. Methodology The quantitative survey conducted in the Sweden and collects the data to finding research questions. Results The theory of planned behavior is applied to explain Swedish consumers' willingness to purchase green food products with a short shelf life in green packaging, and its explanatory power is further enhanced by the addition of two variables: environmental concerns and past green purchasing experience. Surprisingly, past green purchase experiences do not directly influence green purchase intentions but only indirectly through attitudes.