Consumer Trust Determines the Success of Green Packaging in Driving Purchase Intention

Illustration by AI

FORMOSA NEWS

Recent research by Muhamad Dani Fiqri, May Dedu, and Tiara Muthiarsih, academics from Universitas Swadaya Gunung Jati, reveals a crucial factor driving consumer purchase intention for eco-friendly bottled drinking water products. The study, published in June 2026, examined consumer behavior towards the Mountoya water brand and found that eco-friendly packaging designs do not automatically boost sales without consumers' trust in those environmental claims. This finding proves that green marketing strategies must emphasize transparency to maintain business stability amidst high public awareness of sustainability issues.

Plastic pollution has become a highly urgent environmental challenge today. Awareness of the adverse effects of single-use plastics has reshaped public consumption patterns, making consumers more actively seek alternative products that care about ecosystem sustainability. Responding to this, the bottled drinking water industry has begun transforming, one of which is led by the Mountoya brand, pioneering plastic-label-free bottled mineral water in Indonesia. Although this innovation is claimed to be environmentally friendly, public perception of the authenticity of the company's initiatives still varies widely, triggering a need to understand the actual effectiveness of such green packaging tactics.

To investigate this phenomenon, researchers conducted a quantitative survey of 170 Mountoya consumers in the Cirebon region and its surroundings. Data collection focused on individuals aged at least 17 who understand the concept of eco-friendly products. The data was then evaluated using software-based statistical analysis methods to map the causal relationships between packaging quality, product excellence, consumer trust, and the decision to purchase.

The statistical analysis results provided a number of compelling key findings regarding green consumer behavior:

• Packaging and products developed with environmental sustainability in mind are proven to positively and significantly increase consumer trust (green trust) in brand commitments.
• This built consumer trust acts as a strong driving force and has a positive influence on the intention to purchase eco-friendly products.
• Surprisingly, eco-friendly packaging does not have a significant direct effect on consumer purchase intention.
• The impact of green packaging on purchase intention only emerges and becomes significant when mediated by consumer trust.
• Unlike its packaging, products that are tangibly designed to be eco-friendly can directly influence consumer purchase intention, while also being further strengthened through the mediation of consumer trust.

These findings carry strategic implications for businesses looking to expand using sustainability concepts. Companies can no longer rely on eco-friendly packaging merely as a visual attraction to draw consumer purchase interest. Such efforts must be accompanied by a commitment to quality and honest communication to build solid legitimacy and public trust.

"Eco-friendly packaging that prioritizes environmental sustainability will increase customer trust, which in turn affects their intention to make a purchase," explained May Dedu and the team from Universitas Swadaya Gunung Jati when outlining the strategic direction of this research. They emphasized that without consumer trust, the eco-friendly attributes of a product will never be strong enough to tangibly influence purchasing decisions.

Author Profile: This research was compiled by Muhamad Dani Fiqri, May Dedu (Corresponding Author), and Tiara Muthiarsih. All three are academics from Universitas Swadaya Gunung Jati.

Research Source:

• Article Title: Building Green Purchase Intention: The Mediating Role of Green Trust on Green Packaging and Green Product of Mountoya
• Journal Name/Volume: Indonesian Journal of Business Analytics (IJBA), Vol. 6, No. 3
• Publication Date: June 2026
• Official Link (DOI): https://doi.org/10.55927/ijba.v6i3.16653