Submitted By:

Duaa Asjad

Section – J1

17U00651.

Topic: Impact of green packaging on consumer buying behaviour.

Table

My topic has been approved in the lecture, I have added the operational definitions of

consumer buying behaviour as instructed in the table too.

Sr. Construct Conceptual Operational definition. Author

definition.
1 Packaging Packaging  Packaging designs give (Griffin,

design. design includes me an idea about the 1985)

product package quality of the product. (Fatima,

combination,  Packaging design can 2018).

company make me correctly

symbol and associate product’s

pricing terms look.

and conditions.

2 Packaging The colour of  I base my purchase (Stephenson

colour. the packaging is decision according to , 2016).

an element that the colour of the (Fatima,

helps the packaging. 2018).

consumers in  What is your favourite

 recognizing the colour?

product by

making the

product stand

out.
3 Packaging Packaging  Do you prefer (Pohkam,

material. material sustainable and quality Deka and

encloses the packaging? Dutta, 2016)

product and  Packaging material can (Fatima,

customers judge make me think that the 2018).

the quality of product is reliable.

products by  I prefer to buy products

judging the packaged in recycled

material. material.

 I am willing to pay

extra price for

environmental friendly

products.
4 Packaging Packaging font  Does the font size and (Esko,

font. refers to the text style matter in product 2014).

on packaging packaging? (Fatima,

and it helps the  I don’t really read the 2018).

consumers in labels on a product.

developing a  I evaluate the product

complete image based on the printed

about the brand. information on the

 packaging.
5 Consumer  I pay attention to (Rizwan and

Buying packaging while buing Parmar,

Behaviour products. 2014)(Asif,

 Packaging is the 2017).

necessary part of the

product.

 Packaging helps in

effective positioning of

the products.

Conceptual definitions are taken from the literature review and operational definitions are

taken from the methodology and attached questionnaire.

For the operational definitions, the questions in statement form were answered on a scale

from strongly agree to strongly disagree.

Theoretical framework.
 (Made by using power point)

Independent Variables.

Following are the independent variables:

 Design.

 Colour.

 Material.

 Font.

Dependent variable.

The buying behaviour of consumers is the dependent variable.

Hyothesis.

Ho - There is no impact of green packaging on consumer buying behaviour.

H1 - The design of the packaging has a positive impact on consumer behaviour.

H2 - The colour of the packaging has a positive impact on consumer behaviour.

H3 - The Material of the packaging has a positive impact on consumer behaviour.

H4 - The Font used on the packaging has a positive impact on consumer behaviour.