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

Simple item page
AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:32:19Z
Fecha de publicación2026-01-01
ResumenObjective: 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.es_ES
Doihttps://doi.org/10.5585/2026.28148es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/4153
Idiomaenes_ES
EditorialUNIV NOVE de JULHO-UNINOVEes_ES
RelaciónRevista Brasileira de Marketinges_ES
URL relacionadohttps://doi.org/10.5585/2026.28148es_ES
DerechosAcceso abierto (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_abf2es_ES
FuenteRevista Brasileira de Marketing
Palabra claveTPBes_ES
Palabra clavesustainabilityes_ES
Palabra claveconsumptiones_ES
Palabra clavehappinesses_ES
Palabra clavemarketinges_ES
Palabra clavecentennialses_ES
TítuloCentennials' happiness and sustainable packaging: A TPB approach to consumer behavioures_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorHernandez-Arteaga, Lorena Gabriela
AutorMartinez-Arvizu, Orlando Josue
AutorSalazar-Altamirano, Mario Alberto
AutorGalvan-Vela, Esthela
AutorOchoa-Hernandez, Magda Lizet
AutorHernandez-Arteaga, Lorena Gabrielaes_ES
AutorMartinez-Arvizu, Orlando Josuees_ES
AutorSalazar-Altamirano, Mario Albertoes_ES
AutorGalvan-Vela, Esthelaes_ES
AutorOchoa-Hernandez, Magda Lizetes_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número2es_ES
URL relacionadahttps://doi.org/10.5585/2026.28148
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen25es_ES

Files

Collections

Documentación Cientifica