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Who Buys Overpackaged Grocery Products and Why? Understanding Consumers’ Reactions to Overpackaging in the Food Sector

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  • Leila Elgaaïed-Gambier

    (University of Cergy-Pontoise)

Abstract

While most studies dealing with waste reduction at the consumer level focus on recycling, this paper rather concentrates on precycling strategies and purchasing behaviors in order to understand how to promote waste reduction at the source. More specifically, the purpose of this work is to grasp consumers’ perceptions of overpackaging and understand the mechanisms underlying their choice of overpackaged versus non-overpackaged food products. Based on the different themes that emerged from a qualitative study (study 1, n = 11), a quantitative research was conducted among French interviewees (study 2, n = 327) in order to identify relevant groups of consumers. Five profiles emerged from the cluster analysis: the supporters, the self-sacrificing, the detractors, the indifferent, and the self-centered. Finally, an experiment was conducted (study 3, n = 808) that highlights the influence of range positioning and salience of non-overpackaging on consumer choice. Implications for public policy makers and companies are discussed.

Suggested Citation

  • Leila Elgaaïed-Gambier, 2016. "Who Buys Overpackaged Grocery Products and Why? Understanding Consumers’ Reactions to Overpackaging in the Food Sector," Journal of Business Ethics, Springer, vol. 135(4), pages 683-698, June.
    • Handle: RePEc:kap:jbuset:v:135:y:2016:i:4:d:10.1007_s10551-014-2491-2
    DOI: 10.1007/s10551-014-2491-2
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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. Elgaaied-Gambier, Leila & Monnot, Elisa & Reniou, Fanny, 2018. "Using descriptive norm appeals effectively to promote green behavior," Journal of Business Research, Elsevier, vol. 82(C), pages 179-191.

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