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

Author

Listed:
  • Elisa Monnot

    (Université de Cergy-Pontoise, Thema, CNRS UMR 8184)

  • Fanny Reniou

    (Université Paris-Est, IRG (EA 2354))

  • Béatrice Parguel

    (Université Paris-Dauphine, PSL Research University, CNRS, UMR 7088, DRM, M-LAB)

  • Leila Elgaaied-Gambier

    (Université de Cergy-Pontoise, Thema, CNRS UMR 8184)

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.

Suggested Citation

  • 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.
    • Handle: RePEc:kap:jbuset:v:154:y:2019:i:2:d:10.1007_s10551-017-3439-0
    DOI: 10.1007/s10551-017-3439-0
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    Cited by:

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    2. Adrian Micu & Angela-Eliza Micu & Marius Geru & Alexandru Capatina & Mihaela-Carmen Muntean, 2021. "The Impact of Artificial Intelligence Use on the E-Commerce in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 137-137, February.
    3. Rafael Villa & Marta Serrano & Tomás García & Gema González, 2023. "To Green or Not to Green: The E-Commerce-Delivery Question," Sustainability, MDPI, vol. 15(16), pages 1-21, August.
    4. Adriana Scrioșteanu & Maria Magdalena Criveanu, 2023. "Reverse Logistics of Packaging Waste under the Conditions of a Sustainable Circular Economy at the Level of the European Union States," Sustainability, MDPI, vol. 15(20), pages 1-15, October.
    5. Korhonen, J. & Koskivaara, A. & Toppinen, A., 2020. "Riding a Trojan horse? Future pathways of the fiber-based packaging industry in the bioeconomy," Forest Policy and Economics, Elsevier, vol. 110(C).
    6. Ricardo Marques Sastre & Istefani Carísio de Paula & Marcia Elisa Soares Echeveste, 2022. "A Systematic Literature Review on Packaging Sustainability: Contents, Opportunities, and Guidelines," Sustainability, MDPI, vol. 14(11), pages 1-31, May.
    7. Mia Klemenčić & Ivana Bolanča Mirković & Nenad Bolf, 2023. "The Influence of the Production Stages of Cardboard Pharmaceutical Packaging on the Circular Economy," Sustainability, MDPI, vol. 15(24), pages 1-15, December.
    8. Martinez-Carrasco Martínez, Laura & Brugarolas Mollá-Bauzá, Margarita & Gascón Mora,Andrea, 2020. "A consumer behaviour approach to analyse the sustainability of food purchasing," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 20(02), December.
    9. Diletta Acuti & Marta Pizzetti & Sara Dolnicar, 2022. "When sustainability backfires : A review on the unintended negative side-effects of product and service sustainability on consumer behavior," Post-Print hal-04381310, HAL.
    10. Guojie Xie & Lijuan Huang & Chrysostomos Apostolidis & Zuqing Huang & Weiwei Cai & Guokai Li, 2021. "Assessing Consumer Preference for Overpackaging Solutions in E-Commerce," IJERPH, MDPI, vol. 18(15), pages 1-21, July.

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