Sustainable Communication in the B2C Market—The Impact of Packaging

Patrycja Wojciechowska and Karolina Wiszumirska
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Patrycja Wojciechowska: Department of Industrial Products and Packaging Quality, Poznań University of Economics and Business, Al. Niepodległości 10, 61-875 Poznan, Poland
Karolina Wiszumirska: Department of Industrial Products and Packaging Quality, Poznań University of Economics and Business, Al. Niepodległości 10, 61-875 Poznan, Poland

Sustainability, 2022, vol. 14, issue 5, 1-16

Abstract: The purpose of this study was to widen the knowledge about the recycling behaviour of consumers in order to understand their motivations related to the separate collection of household waste. This work encompasses a segmentation analysis revealing discrepancies between the respondents, who were profiled into three clusters: Engaged in green , characterised by high values of pro-environmental attitudes; Indolent adopters , described by respondents revealing moderate attitudes towards sorting waste; and Ecological objectors , who do not appreciate the benefits of recycling. The results showed that regardless of the cluster type, the level of actual knowledge about segregation rules was similar and insufficient, which hinders the correct sorting of household waste. It was also found that special attention should be paid to the quality of the information provided by FMCG packaging. Our study highlighted the need for a mandatory, precise, and coherent system of packaging labelling in order to promote pro-environmental attitudes and enhance the effectiveness of recycling.

Keywords: sustainable communication; recycling behaviour; consumer; packaging; labelling; segmentation; quality (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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