Sustainable Packaging in the Beverage Industry: A Conjoint Analysis of Gen Z College Students’ Preferences in Davao City

Niel Kevin  Longyapon; Lianne Guinevere Sapidan; Maxine Christiana Sy

doi:10.55927/ijbae.v4i3.159

Authors

Niel Kevin Longyapon Ateneo de Davao University
Lianne Guinevere Sapidan Ateneo de Davao University
Maxine Christiana Sy Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijbae.v4i3.159

Keywords:

Generation Z, Sustainable Packaging, Beverage Industry, Conjoint Analysis, Brand Transparency

Abstract

This study examined Generation Z college students’ preferences for sustainable packaging in Davao City’s beverage industry amid rising environmental concerns. Conjoint analysis was employed to evaluate packaging attributes including material type, brand transparency, ease of recycling, and environmental and social practices, based on data from 300 Gen Z students across multiple universities. Multi-Attribute Utility Theory and Means-End Chain Theory guided the analysis. Results revealed a strong preference for eco-friendly materials and transparent brand practices, with brand transparency accounting for 30.8 percent importance. Students favored biodegradable or recycled packaging and clear sustainability messaging, while ease of recycling was also significant. These findings suggest beverage businesses should prioritize transparency and eco-friendly packaging to meet Generation Z’s sustainability expectations.

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