Centennials' happiness and sustainable packaging: A TPB approach to consumer behaviour

Abstract

Objective: This research examines the purchase intention of products with sustainable packaging among centennials, integrating consumer happiness as a mediator within the framework of the Theory of Planned Behaviour (TPB). It analyses how attitudes, subjective norms, and perceived behavioural control influence consumer happiness and, in turn, purchase intention. Method: Using a quantitative, non-experimental, cross-sectional design, data were collected from 390 university students through structured questionnaires with Likert scales. Structural Equation Modelling (SEM) was applied to assess the relationships between TPB variables and consumer happiness as a mediator. Originality/Relevance: This study expands Ajzen's TPB by incorporating consumer happiness as a mediating construct between attitudes, subjective norms, perceived control, and purchase intention for products with sustainable packaging. It provides a comprehensive perspective on how sustainable purchasing decisions are influenced by emotional factors beyond cognitive and social determinants. Results: Findings confirm that attitudes, subjective norms, and perceived control significantly influence consumer happiness, which serves as a direct mediator of purchase intention. Happiness amplifies the relationships between TPB variables and pro-environmental behaviour. Theoretical/Methodological Contributions: This research positions consumer happiness as a bridge between functional and emotional benefits of sustainable packaging, reinforcing the TPB framework. The use of SEM validates its role as a mediator in sustainable purchasing behaviour. Social/Managerial Contributions: The findings provide practical implications for companies targeting centennials, highlighting the need to emphasise both the functional and emotional benefits of products with sustainable packaging in marketing strategies.