Developing a behavioral model to predict eco-friendly packaging use among millennials

Abstract

Abstract This research aimed to develop a comprehensive behavior model for accurately predicting millennials’ intention to use environmentally friendly packaging. The urgency was based on the negative impact of plastic packaging on the environment, specifically in the tourism sector. The methods used comprised Partial Least Squares Structural Equation Modeling (PLS-SEM) and Adaptive Neuro-Fuzzy Inference System (ANFIS). In this context, PLS-SEM evaluated the relationship between variables affecting consumer decisions in selecting eco-friendly packaging, while ANFIS was used to model complex and nonlinear data. The results showed that attitude toward behavior, perceived behavioral control, social factors, economic factors, and tourist attraction significantly affected millennials’ intentions to use environmentally friendly packaging. The ANFIS model also had accuracy levels of 92.12 and 90.23% for training and testing data, respectively, since the variable performed quite well in predicting consumer behavior. These results are expected to provide practical solutions for stakeholders in promoting wider adoption of eco-friendly packaging and contributing to environmental sustainability.

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