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Communicating packaging eco-friendliness

Author

Listed:
  • Lise Magnier
  • Dominique Crié

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract
Purpose – The purpose of this paper is to examine the influence of eco-designed packaging on consumers' responses. It defines the concept of eco-designed packaging, and proposes a consumer-led taxonomy of its cues. Attitudinal and behavioral, positive and negative responses triggered by the perception of these signals are analyzed. Design/methodology/approach – Results were reached through qualitative methods. A phenomenological approach consisting of eight in-depth interviews has been followed by a series of ten Zaltman Metaphor Elicitation Technique (ZMET) interviews. The synergy of these two methods is underlined. Findings – The complexity of packaging ecological cues perception is outlined by expressing the differences in the nature of these cues. A taxonomy is then presented; ecological cues fall into three categories: structural cues, graphical/iconic cues and informational cues. Finally, consumers' responses to the perception of eco-designed packaging are presented and perceived benefits and perceived sacrifices are revealed. Practical implications – Packaging is of great importance in consumers' purchase decision process, especially in situations of temporal pressure and hyperchoice environments. Since consumers take more and more into account the ethicality of the brand in their consumption, the understanding of their attitudes and behaviors toward eco-designed packaging may enable brands to build a competitive advantage. Originality/value – The literature review reveals that there is no similar research available. The use of two qualitative methods enables to understand consumers' deep-seated motivations, attitudes and behaviors toward eco-designed packaging. The results of this study can also be used by advertisers, for social marketing campaigns, to encourage consumers to reduce the global ecological footprint of packaging.

Suggested Citation

  • Lise Magnier & Dominique Crié, 2015. "Communicating packaging eco-friendliness," Post-Print hal-01563044, HAL.
    • Handle: RePEc:hal:journl:hal-01563044
    DOI: 10.1108/ijrdm-04-2014-0048
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    Citations

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    Cited by:

    1. Elisa Monnot & Fanny Reniou & Béatrice Parguel & Leila Elgaaied-Gambier, 2019. "“Thinking Outside the Packaging Box”: Should Brands Consider Store Shelf Context When Eliminating Overpackaging?," Journal of Business Ethics, Springer, vol. 154(2), pages 355-370, January.
    2. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    3. Zheng Kundan & Md Sazzad Hossain & Gamal Sayed Ahmed Khalifa, 2022. "Factors Determining the COVID-19 Vaccinated Tourists’ Intention to Repeat Behaviour: An Empirical Perspective for a New Normal," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
    4. Ankiel Magdalena & Grzybowska-Brzezińska Mariola, 2020. "Informative Value of Packaging as a Determinant of Food Purchase," Marketing of Scientific and Research Organizations, Sciendo, vol. 36(2), pages 31-44, June.
    5. Igor Popovic & Bart A. G. Bossink & Peter C. van der Sijde, 2019. "Factors Influencing Consumers’ Decision to Purchase Food in Environmentally Friendly Packaging: What Do We Know and Where Do We Go from Here?," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
    6. Babak Nemat & Mohammad Razzaghi & Kim Bolton & Kamran Rousta, 2019. "The Role of Food Packaging Design in Consumer Recycling Behavior—A Literature Review," Sustainability, MDPI, vol. 11(16), pages 1-23, August.
    7. Pecot, Fabien & Celhay, Franck & Kacha, Mathieu & Lombard, Gautier, 2022. "Expressions of the past: A practice-based approach of brand longevity visual translation in advertising," Journal of Business Research, Elsevier, vol. 150(C), pages 121-133.
    8. Giovanni Mattia & Alessio Di Leo & Carlo Alberto Pratesi, 2021. "Recognizing the Key Drivers and Industry Implications of Sustainable Packaging Design: A Mixed-Method Approach," Sustainability, MDPI, vol. 13(9), pages 1-18, May.
    9. Magdalena Ankiel & Bogdan Sojkin & Mariola Grzybowska-Brzezinska, 2020. "Packaging as a Source of Information on the Product in Food Purchasing Decisions: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 356-372.
    10. Md. Nekmahmud & Maria Fekete-Farkas, 2020. "Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation," Sustainability, MDPI, vol. 12(19), pages 1-31, September.
    11. Zeng, Tian & Durif, Fabien & Robinot, Elisabeth, 2021. "Can eco-design packaging reduce consumer food waste? an experimental study," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    12. Ziynet Boz & Virpi Korhonen & Claire Koelsch Sand, 2020. "Consumer Considerations for the Implementation of Sustainable Packaging: A Review," Sustainability, MDPI, vol. 12(6), pages 1-34, March.
    13. Esmaeilpour Majid & Bahmiary Elahe, 2017. "Investigating the impact of environmental attitude on the decision to purchase a green product with the mediating role of environmental concern and care for green products," Management & Marketing, Sciendo, vol. 12(2), pages 297-315, June.
    14. Marica Barbaritano & Elisabetta Savelli, 2021. "How Consumer Environmental Responsibility Affects the Purchasing Intention of Design Furniture Products," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    15. Tian Zeng & Fabien Durif, 2019. "The Influence of Consumers’ Perceived Risks towards Eco-Design Packaging upon the Purchasing Decision Process: An Exploratory Study," Sustainability, MDPI, vol. 11(21), pages 1-29, November.
    16. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.
    17. Sunhee Choi & Sangno Lee, 2020. "Eco-Packaging and its Market Performance: UPC-level Sales, Brand Spillover Effects, and Curvilinearity," Sustainability, MDPI, vol. 12(21), pages 1-14, October.
    18. Kostoula Margariti, 2021. "“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions," Sustainability, MDPI, vol. 13(19), pages 1-26, October.
    19. Ning Ding & Xinhui Ruan & Jianxin Yang, 2019. "Proposed Green Development Reporting Framework for Enterprises from a Life-Cycle Perspective and a Case Study in China," Sustainability, MDPI, vol. 11(23), pages 1-21, December.
    20. Patrycja Wojciechowska & Karolina Wiszumirska, 2022. "Sustainable Communication in the B2C Market—The Impact of Packaging," Sustainability, MDPI, vol. 14(5), pages 1-16, February.

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