"Centennials' happiness and sustainable packaging: ATPB approach to consumer behaviour" / La felicidad de los centenarios y los envases sostenibles: un enfoque TCP del comportamiento del consumidor.
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Objective:This research examines the purchase intention of products with sustainable packaging among centennials, integrating consumer happiness as a mediator within the framework of the Theory of Planned Behaviour (TPB). It analyses how attitudes, subjective norms, and perceived behavioural control influence consumer happiness and, in turn, purchase intention. Method:Using a quantitative, non-experimental, cross-sectional design, data were collected from 390 university ...