Product Package Second Life: Exploratory Research of Secondary Use

Monika Nalewajek and Radoslaw Macik
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Monika Nalewajek: Maria Curie-Sklodowska University, Poland
Radoslaw Macik: Maria Curie-Sklodowska University, Poland

from International School for Social and Business Studies, Celje, Slovenia

Abstract: This paper describes the results of qualitative research regarding the phenomenon of "product package second life" (a situation when consumer uses package after original product has been used, including buying product specially to have attractive package). Such package usage is compatible with EU Waste Framework Directive. What is more, from marketing point of view, it should be promoted because of creating additional possibilities to interact with brand, longer than direct product usage or consumption. Typical package second-life examples as well as more sophisticated cases are described and analyzed in the paper, including classification of types and situations found in field research, and identifying motives and consequences of their usage. Specific situation of buying a product only to possess its original package is also researched. The photostory technique and self-reports were the main sources of qualitative data used. Additional insights were made on the base of standardized associations test made on selected product package forms and materials, and with consumer decision-making style profile questionnaire describing distinct traits of their consumer personality.

Keywords: package; product second-life; photostory; self-reports (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:isv:mklp12:731-739

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