The impact of green marketing through packaging design on consumer behavior : a comparative study of Gen Z and Baby Boomers

Abstract

This research explores the influence of green marketing through packaging design on consumer purchasing behavior, focusing on Generation Z and Baby Boomers in Lahti, Finland. Using the Sustainable Consumption Behavior (SCB) framework, the study examines psychological, social, and economic factors that drive or inhibit the purchase of sustainably packaged agro-food products. A qualitative phenomenological approach was employed, with semi-structured interviews conducted with eleven participants across both generational cohorts. The findings reveal that Gen Z consumers are driven by financial constraints, peer influence, and visual appeal, while Baby Boomers prioritize local manufactured products, trust in brands, and previous habits. Packaging features such as simple design and green/brown colours play a key role in attracting consumers, but trust in eco-labels and third-party verification is essential for long-term loyalty. Price sensitivity affects both generations, though Gen Z faces more economic constraints. The study contributes theoretically by extending the SCB framework through a generational lens and offers practical implications for marketers, designers, and policymakers aiming to enhance the effectiveness of green packaging strategies. It also highlights the need for transparent communication and regulation to combat greenwashing. Limitations include a small sample size and localized scope, suggesting future research should explore broader populations and integrate mixed-method approaches.