Factors affecting consumer perception of reusability of product packaging Case study: consumers of Bushehr city

Consumers are nowadays more concerned about environmental changes, and accordingly they have changed their purchasing behavior. Concerns on environment have made them to pay attention to reusability of product packaging in their decision-making process. The objective of this study was to investigate the impact of factors affecting consumers' perception of the reusability of product packaging. This study is applied in terms of objective and descriptive-survey in terms of data collection. The population of study included customers in Bushehr city. Questionnaire was used to collect the data. Data of study were collected among 385 customers of retail stores in Bushehr city using convenient sampling. Then, they were analyzed by structural equation modeling to test the conceptual model and hypotheses of study. Results of the study revealed that match between material, form, and color of the package have a positive and significant impact on consumer perception of reusability of packaging. In addition, results of this study suggest that environmental attitude and the sensitivity to recyclability of packaging have a positive and significant impact on consumer perception of the reusability of packaging. In general, five factors of environmental attitude of consumer, consumer sensitivity to recyclability of packaging, match between material, form, and color of product packaging in total could explain 0.681 of variance of consumer perception of reusability of product packaging.