Packaging and social signals associated with Vietnamese consumers’ stated willingness to pay a premium for green last-mile delivery packaging

Abstract

This study investigates the factors affecting Vietnamese consumers’ willingness to pay extra for green express packaging in last-mile delivery. Using signalling theory and survey data from 416 participants, the research assesses the impact of environmental signals (eco-labels, recyclability information) and social cues (government policy, peer behaviour). The results show that clear and credible eco-information strongly increases willingness to pay, while recyclable or reused materials alone have little effect due to concerns over hygiene. Social cues-particularly government initiatives and peer influence-positively shape consumer willingness. Notably, only peer behaviour among individuals with green values moderates this effect. The findings recommend that businesses enhance eco-label clarity, governments expand green packaging incentives, and social campaigns leverage peer influence to promote sustainable choices.