Enhancing sustainable agriculture through innovative packaging: consumer preferences and willingness to pay in the Nepalese market

This study investigates the consumer preferences for packaged agricultural products in Nepal, examining how advanced packaging solutions can align with the emerging sustainable consumption patterns. Employing a combination of online surveys and face-to-face interviews, the research explores the willingness of consumers to invest in packaging attributes that promote environmental sustainability, convenience and information transparency. Utilization of the ordered logit regression model reveals a positive consumer disposition towards eco-friendly packaging materials, clear labeling of product information and ease of use. The study uncovers a robust willingness among consumers to pay a premium for these innovative packaging features, emphasizing the need for industry stakeholders to incorporate sustainability into packaging design. The findings suggest that consumers are willing to pay up to 20% more for products with green packaging initiatives, showcasing the potential to leverage such preferences in support of sustainable agricultural practices and reduction of post-harvest losses in Nepal and potentially in similar markets globally.

本研究聚焦尼泊尔包装农产品的消费者偏好，探讨先进包装方案如何契合当前兴起的可持续消费模式。本研究采用线上问卷与面对面访谈相结合的调研方法，探究消费者为具备环境可持续性、使用便利性与信息透明度的包装属性支付的意愿。本研究运用有序logit回归（ordered logit regression）模型开展分析，结果显示消费者对环保包装材料、清晰的产品信息标注以及便捷使用体验持有积极态度。研究发现，消费者愿意为这些创新包装特性支付显著溢价，这凸显了行业利益相关方需将可持续理念融入包装设计的必要性。研究结果表明，消费者愿意为采用绿色包装举措的产品多支付最高20%的费用，这显示出借助此类消费偏好，可助力尼泊尔乃至全球同类市场推进可持续农业实践、减少农产品采后损耗。