The impact of perceived risk of online takeout packaging and the moderating role of educational level

The online takeout industry has experienced rapid growth, particularly fueled by the COVID-19 pandemic. This surge, however, has led to significant environmental concerns due to the massive amounts of packaging waste generated. While research exists on food packaging's impact on marketing, little is known about how packaging pollution risk affects online takeout consumption. This study addresses this gap by exploring the mechanism through which consumers' perception of online takeout packaging pollution risk (PPRP) influences their purchase intention. The study leverages the Theory of Planned Behavior (TPB), a well-established framework for understanding behavioral intentions, expanding it by incorporating the Concept of Perceived Risk (CPR). The integration of CPR and TPB is crucial because it acknowledges the trade-off consumers face between the convenience of online takeout and its potential environmental and health consequences. The research aims to understand how this trade-off shapes consumer behavior, particularly focusing on the mediating roles of attitude, subjective norms, and perceived behavioral control. Further, the study investigates the moderating role of educational level, considering the potential variations in risk perception and behavioral responses across different educational groups. By bridging these research gaps, the study provides valuable insights for the online takeout industry and contributes to the broader understanding of sustainable food consumption.

The literature review examines the Concept of Perceived Risk (CPR), focusing on its two core elements: uncertainty before purchase and severity of consequences. Different dimensions of perceived risk are explored, including financial, psychological, physical, social, and functional risks. The review highlights the unique aspects of perceived risk in online contexts, particularly for online takeout, where concerns about product quality and environmental impact are prominent. The review also delves into the pollution risk associated with takeout packaging, primarily plastic packaging. The environmental consequences of plastic production, use, and disposal, along with its potential health hazards due to chemical leaching, are discussed. The review establishes the significance of PPRP as a key risk factor influencing online takeout purchase intention. The Theory of Planned Behavior (TPB) is then introduced as a framework for understanding consumer behavior, emphasizing the roles of attitude, subjective norms, and perceived behavioral control in shaping purchase intentions. The literature shows the successful application of the TPB in various contexts, including sustainable consumption. The review sets the stage for integrating CPR and TPB to analyze the complex interplay of risk perception and behavioral intentions in the online takeout context.

This study employed a quantitative research design using an online survey to collect data from 336 valid respondents in China. A multi-stage sampling process was utilized, combining quota sampling and purposive sampling to ensure representation across different regions and demographics. The questionnaire included measures of PPRP, attitude, subjective norms, PBC, and purchase intention, all measured on a 5-point Likert scale. The items were adapted from previous studies and refined through a pilot study (n=116) and expert review. The pilot study helped to ensure the reliability and validity of the measures. Confirmatory Factor Analysis (CFA) was used to assess the psychometric properties of the scales, evaluating reliability and validity. Structural equation modeling (SEM) was employed to test the hypothesized relationships between the variables, examining both direct and indirect effects. The bias-corrected bootstrap method was utilized to assess mediation effects. Multi-group SEM was conducted to analyze the moderating role of education level, categorized into three groups based on respondents' educational attainment. Several control variables were included in the analysis to account for potential confounding factors. To address potential common method bias (CMB), procedural controls were implemented during data collection, and CFA was used to statistically test for CMB. The study meticulously addressed the limitations associated with online surveys and ensured robust data quality.

The CFA results indicated good model fit, reliability, and validity of the measurement model. The structural equation modeling results supported several hypotheses: (H1-H3) Attitudes, subjective norms, and PBC positively influenced purchase intention; (H4-H7) PPRP negatively affected attitudes, subjective norms, PBC, and purchase intention; (H8-H10) Attitudes, subjective norms, and PBC partially mediated the negative relationship between PPRP and purchase intention; (H11) Education level significantly moderated the relationships between PPRP and attitudes, PPRP and subjective norms, PPRP and PBC, and PBC and purchase intention. Specifically, the negative impact of PPRP on attitudes, subjective norms, and PBC was stronger for respondents with lower educational levels. The positive effect of PBC on purchase intention was weaker for higher education level respondents. Attitude had the strongest direct effect on purchase intention (β = 0.288, p < 0.001), followed by subjective norms (β = 0.256, p < 0.001) and PBC (β = 0.202, p < 0.01). The overall model explained 49.7% of the variance in purchase intention. The inclusion of PPRP in the model increased the explained variance by 2.6% compared to a model without PPRP.

The findings provide strong support for the integrated model of TPB and CPR in understanding online takeout purchase intention. The negative impact of PPRP highlights the growing consumer awareness of environmental and health concerns related to food packaging. The mediating effects of attitudes, subjective norms, and PBC indicate that PPRP influences purchase intention by shaping consumers' evaluations, social influences, and perceived ease of engaging in the behavior. The moderating role of education level suggests that educational interventions may be particularly effective in influencing the behavior of individuals with lower education levels, where PPRP has a stronger negative impact. The results have important implications for both marketers and policymakers, suggesting the need for strategies that address consumer concerns about packaging sustainability.

This study contributes to the literature by integrating the TPB and CPR to explain online takeout purchase intention and demonstrating the moderating role of education. It highlights the increasing importance of sustainable packaging in shaping consumer behavior, offering practical implications for online takeout businesses and policymakers. Future research could explore cross-cultural variations in risk perception, investigate additional factors influencing purchase intention, and conduct longitudinal studies to examine the intention-behavior gap.

The study is limited by its cross-sectional design and reliance on self-reported data. The sample, while diverse geographically, is limited to China, potentially affecting the generalizability of the findings. Future research should address these limitations by employing longitudinal designs and including samples from other cultures and countries. Additional factors beyond those considered in the model could also be investigated.