THE IMPACT OF GREEN PACKAGING ON CUSTOMER TRUST AND SATISFACTION IN THE FAST FOOD INDUSTRY: A CASE STUDY ON THE SHOPEE E–COMMERCE PLATFORM

Autores

DOI:

https://doi.org/10.18623/rvd.v23.6075

Palavras-chave:

Customer Satisfaction, Customer Trust, Eco–Friendly Packaging, Fast Food, Sustainable Consumption

Resumo

Sustainability concerns have increased the importance of green packaging in the fast–food industry, particularly in the context of e-commerce. This study examines the impact of green packaging on customer trust and customer satisfaction, as well as the mediating role of trust. Data were collected from 170 consumers and analyzed using structural equation modeling (SEM). The results show that green packaging has a positive effect on both customer trust and customer satisfaction. In addition, customer trust significantly influences satisfaction and partially mediates the relationship between green packaging and satisfaction. These findings indicate that green packaging not only enhances customer experience but also strengthens trust, thereby contributing to higher satisfaction. The study provides practical implications for businesses in developing sustainable packaging strategies to improve long-term performance.

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Publicado

2026-05-04

Como Citar

Anh, N. T. M., Phuong, L. T., & Khoa, V. D. (2026). THE IMPACT OF GREEN PACKAGING ON CUSTOMER TRUST AND SATISFACTION IN THE FAST FOOD INDUSTRY: A CASE STUDY ON THE SHOPEE E–COMMERCE PLATFORM. Veredas Do Direito , 23(7), e236075. https://doi.org/10.18623/rvd.v23.6075

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v. 23 n. 7 (2026): Veredas do Direito, v. 23, n. 7 2026

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