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

Monnot, Elisa; Reniou, Fanny; Parguel, Béatrice; Elgaaied-Gambier, Leila (2019), “Thinking Outside the Packaging Box”: Should Brands Consider Store Shelf Context When Eliminating Overpackaging?, Journal of Business Ethics, 154, 2, p. 355-370. 10.1007/s10551-017-3439-0

Type
Article accepté pour publication ou publié
Date
2019
Journal name
Journal of Business Ethics
Volume
154
Number
2
Publisher
Springer
Pages
355-370
Publication identifier
10.1007/s10551-017-3439-0
Metadata
Show full item record
Author(s)
Monnot, Elisa
Reniou, Fanny cc
Parguel, Béatrice cc
Elgaaied-Gambier, Leila
Abstract (EN)
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.
Subjects / Keywords
Consumer behavior; Ethical dilemma; OverpackagingEnvironmental consciousness; Context effects; Attribution
JEL
M31 - Marketing
Q51 - Valuation of Environmental Effects

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