[Research Contribution] Pepsico’s sustainable packaging campaign and its effects on consumers' purchase intention in Ho Chi Minh city

Keywords: Sustainable packaging; Purchase intention; Green marketing; Consumer behavior; Brand trust; PepsiCo; Sustainable development.

Under the increasing pressure from plastic waste, many businesses have started to transition their packaging toward being more environmentally friendly. However, can a bottle made from recycled plastic truly change consumer choices, or do purchasing decisions still depend on taste, price, and advertising? From a survey of 251 consumers in Ho Chi Minh City, the research conducted by a group of students from the University of Economics Ho Chi Minh City (UEH) evaluates the impact of PepsiCo's sustainable packaging campaign on purchase intention, while clarifying the role of the "green" factor in relation to other marketing elements.

In recent years, PepsiCo has launched a campaign to change its packaging to be more environmentally friendly by encouraging the use of recyclable packaging, reducing environmental impact, and spreading the message of sustainable consumption. The campaign is communicated through various channels such as supermarkets, convenience stores, television, social media, and programs sponsored by PepsiCo, aiming not only to change the product's appearance but also to raise consumer awareness about environmental protection.

From there, the research raises an interesting question: do changes in packaging really drive consumers to choose the product, or is the deciding factor still the taste, brand, and the way the company communicates?

Pepsi's packaging uses recycled plastic to protect the environment (source: internet)

Research results show that sustainable packaging has a positive impact on purchase intention. When concerned about recyclability, willing to pay more for environmentally friendly products, and believing that their choices can contribute to environmental protection, consumers tend to prioritize products using sustainable packaging. Thus, packaging is no longer merely an outer layer but has become a means for businesses to convey their environmental commitment and add value to their products.

However, changes in packaging can only have a significant impact when consumers understand their meaning. Among the factors surveyed, advertising has the strongest influence on purchase intention. Communicating through videos, social media, point-of-sale, and programs sponsored by PepsiCo makes the message about sustainable packaging more relatable and recognizable. This shows that the effectiveness of a "green" campaign lies not only in the product changes but also in how the business tells the story and connects those changes with consumer awareness.

However, environmental factors are not the only basis for purchase decisions. Flavor and brand trust still have a significant impact, indicating that consumers may be willing to support "green" products but do not want to compromise on the experience and quality they expect. An environmental campaign can create initial goodwill, but to transform that goodwill into choice and long-term loyalty, businesses still need to maintain product quality and strengthen brand reputation.

From this result, sustainable packaging can be seen as a competitive advantage, but it will be difficult to fully realize its value if the business only stops at changing the design or materials. Green marketing strategies need to combine packaging improvements with clear communication, stable product quality, and positive customer experiences. When consumers understand the meaning of the change and simultaneously receive value that meets their expectations, sustainable packaging can become a driving force for long-term green consumption behavior.

Research model

Research shows that foreign investment not only has financial significance but can also become a tool to encourage businesses to enhance their environmental performance. This suggests that businesses need to proactively develop more sustainable and transparent strategies in their environmental activities to increase their attractiveness to international investors. At the same time, policymakers also need to continue improving the institutional environment and encouraging responsible investment activities, thereby better leveraging the role of international capital in promoting green growth and sustainable development.

The research paper has indirectly contributed to SDG 9, 12, 13. View the full research paper “Pepsico’s sustainable packaging campaign and its effects on consumers' purchase intention in Ho Chi Minh city” HERE

The authors: Nguyen Doan Yen Nhi, Lam Ngoc Dung, Nguyen Minh Hang, Dinh Le Phuong Hien, Ngo Diep Khuong - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 9 – Industry, Innovation, and Infrastructure aims to build resilient infrastructure, promote sustainable industrialization, and encourage innovation. This goal goes beyond advancing technology and production; it also includes narrowing infrastructure access gaps between regions, supporting small and medium-sized enterprises, and applying technology to enhance global competitiveness.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu