Antecedence of Switching Intention to Design for Material Value Conservation: A Case Study of Flexible Plastic Packaging Purchasers in Indonesia

Abstract

This study investigates the willingness of 525 Micro Small Medium Enterprises (MSMEs) in Jakarta to adopt recycle-friendly packaging based on the Material Value Conservation (MVC) paradigm. Using Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis, perceived informational value emerged as the strongest driver of switching intention, followed by functional, promotional, environmental values, and MVC knowledge.