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Communicating greener strategies: a study of on‐pack communication

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  • Andrea Prothero
  • Ken Peattie
  • Pierre McDonagh

Abstract

Developing and implementing successful green strategies depends upon good communication. Faced with an increasingly cynical public, companies are finding it difficult to communicate improvements in their eco‐performance to the marketplace in a way that will enable them to generate a competitive advantage. This difficulty is compounded by the problems involved in using traditional communications media for a task to which they are often poorly suited. Advertising for example, is difficult to formulate around green issues which are complex and hard to put across within the sort of short, style‐orientated information bite that characterises many contemporary campaigns. Companies are looking for alternatives, and for packaged goods manufacturers are using the product's package as a communications channel. It reaches all existing (if not all potential) customers, and on‐pack information is typically seen by consumers as relatively credible. This paper provides an exploratory study of on‐pack information in part of the environmental ‘front‐line’; the anti‐perspirant and deodorant (APD) market. Options for on‐pack communication are examined along with some of the issues that arise from trying to engage in environmental communication with the customer using packaging as the medium. © 1997 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Andrea Prothero & Ken Peattie & Pierre McDonagh, 1997. "Communicating greener strategies: a study of on‐pack communication," Business Strategy and the Environment, Wiley Blackwell, vol. 6(2), pages 74-82, May.
    • Handle: RePEc:bla:bstrat:v:6:y:1997:i:2:p:74-82
    DOI: 10.1002/(SICI)1099-0836(199705)6:23.0.CO;2-4
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    Cited by:

    1. Ivana First & Deepali Sinha Khetriwal, 2010. "Exploring the relationship between environmental orientation and brand value: is there fire or only smoke?," Business Strategy and the Environment, Wiley Blackwell, vol. 19(2), pages 90-103, February.
    2. Cowell, Sarah J. & Wehrmeyer, Walter & Argust, Peter W. & Robertson, J. Graham S., 1999. "Sustainability and the primary extraction industries: theories and practice," Resources Policy, Elsevier, vol. 25(4), pages 277-286, December.
    3. Peter Seele & Lucia Gatti, 2017. "Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 26(2), pages 239-252, February.
    4. Constantinescu Raluca & Muntean Denisa-Roxana, 2022. "Circular economy: adopting new green trends in marketing for a sustainable consumer experience based on Internet of Things," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1447-1455, August.
    5. Riccardo Torelli & Federica Balluchi & Arianna Lazzini, 2020. "Greenwashing and environmental communication: Effects on stakeholders' perceptions," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 407-421, February.
    6. Christian Fuentes, 2014. "Green Materialities: Marketing and the Socio‐material Construction of Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 105-116, February.
    7. Rashidi-Sabet, Siavash & Madhavaram, Sreedhar & Parvatiyar, Atul, 2022. "Strategic solutions for the climate change social dilemma: An integrative taxonomy, a systematic review, and research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 619-635.
    8. Steffen Maas & Tassilo Schuster & Evi Hartmann, 2014. "Pollution Prevention and Service Stewardship Strategies in the Third‐Party Logistics Industry: Effects on Firm Differentiation and the Moderating Role of Environmental Communication," Business Strategy and the Environment, Wiley Blackwell, vol. 23(1), pages 38-55, January.
    9. M. Lahandi Baskoro & Benny Tjahjono & Macarena Beltran & Anna Bogush & Yichuan Wang, 2024. "The imperative of communication signals in boosting business strategies of the bioplastic packaging industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 307-334, February.

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