SUSTAINABLE PACKAGING AS A DETERMINANT OF THE PROCESS OF MAKING PURCHASE DECISIONS FROM THE PERSPECTIVE OF POLISH AND FRENCH YOUNG CONSUMERS

Ewa Jerzyk

Journal of Agribusiness and Rural Development, 2015, vol. 37, issue 3

Abstract: The promotion of the idea of sustainable development largely depends on the way it is perceived and understood by consumers. Therefore, the article presents the fi ndings of a survey on consumers’ knowledge about sustainable packaging, in particular: the understanding of the idea of sustainable packaging in terms of sustainable development, consumers’ interest in the concept of sustainable packaging, as well as the sources of information about sustainable packaging. Numerous earlier studies showed that younger and better-educated consumers are more favourably disposed to this concept, so the research was restricted to young consumers. The respondents’ opinions were analysed from the point of view of the purchase decision process. The subject of the analysis was the signifi cance of particular characteristics of sustainable packaging for consumers. The research allowed for establishing fi ve characteristics of sustainable packaging which, according to the respondents, are the main criteria for the assessment and the comparison of products and packaging during shopping. Moreover, it turned out that in mature markets consumers display higher sensitivity to companies’ sustainable activities, including those related to packaging, which can be caused by the economic reasons (consumers are not very price-conscious).

Keywords: Agribusiness; Agricultural and Food Policy; Agricultural Finance; Community/Rural/Urban Development; Consumer/Household Economics; Crop Production/Industries; Demand and Price Analysis; Environmental Economics and Policy; Farm Management; Financial Economics; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; Industrial Organization; Institutional and Behavioral Economics; International Development; International Relations/Trade; Labor and Human Capital; Land Economics/Use; Livestock Production/Industries; Marketing; Political Economy; Production Economics; Productivity Analysis; Public Economics; Research and Development/Tech Change/Emerging Technologies; Research Methods/Statistical Methods; Resource/Energy Economics and Policy; Risk and Uncertainty; Teaching/Communication/Extension/Profession (search for similar items in EconPapers)
Date: 2015
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:pojard:253596

DOI: 10.22004/ag.econ.253596

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