Save Myself or Others? The Influence of Attitude toward FMCG Products from Recycled Material on the Intention to Buy Them: Hidden Motives and the Role of Income

Buying products made from recycled materials is an important way to support sustainability, especially in the FMCG (fast-moving consumer goods) context. Because these are the products that make up a very large part of consumer spending, it is very important to encourage consumers to buy them when they are made from recycled materials. Therefore, this research aimed to determine the relationship between income, egoistic and altruistic motives, attitude toward FMCG products from recycled material, and intention to buy them. To reach the research aim, questionnaire research was applied and structural equation modeling was carried out to analyze the research results. Based on the analysis of research results, income negatively influenced egoistic motives regarding buying recycled FMCG. Moreover, egoistic motives influenced attitude but did not directly or indirectly influence intention. Altruistic motives were not influenced by income but directly influenced attitude and intention to buy FMCG from recycled materials. When communicating about the benefits of recycled FMCG, altruistic motives should be highlighted, including rationalization of these aspects with specific calculations supporting these statements. Based on research results, such communication could facilitate the highest possibility of developing a sustainable FMCG market from recycled materials.