“Thinking Outside the Packaging Box”: Should Brands Consider Store Shelf Context When Eliminating Overpackaging? View Full Text


Ontology type: schema:ScholarlyArticle     


Article Info

DATE

2019-01

AUTHORS

Elisa Monnot, Fanny Reniou, Béatrice Parguel, Leila Elgaaied-Gambier

ABSTRACT

Governmental policies are encouraging companies to reduce the environmental impact of their packaging and particularly overpackaging, which raises a broad range of ethical considerations. However, experiments comparing an overpackaged product with a non-overpackaged product have shown that eliminating overpackaging may have a negative influence on brand image and consumer purchase intention. In this paper, we draw on attribution theory to examine the influence of the absence (vs. presence) of overpackaging on consumers’ response, depending on their environmental consciousness and the absence (vs. presence) of overpackaging on the competing product. An experiment conducted on 218 consumers demonstrates that non-overpackaging for a target product only adversely affects purchase intention among non-environmentally conscious consumers when competing products are overpackaged. These results lead to optimistic recommendations for marketing managers and public policy makers to help them solve the ethical dilemma linked to overpackaging. More... »

PAGES

1-16

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  • Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1007/s10551-017-3439-0

    DOI

    http://dx.doi.org/10.1007/s10551-017-3439-0

    DIMENSIONS

    https://app.dimensions.ai/details/publication/pub.1045026980


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