" Thinking outside the packaging box ": should brands consider store shelf context when eliminating overpackaging?

Fanny Reniou (), Béatrice Parguel (), Elisa Monnot and Leïla Elgaaied-Gambier
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Fanny Reniou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Leïla Elgaaied-Gambier: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique

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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.

Keywords: Overpackaging; Attribution; Environmental consciousness; Context effects; Consumer behavior; Ethical dilemma (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

Published in Journal of Business Ethics, 2017, ⟨10.1007/s10551-017-3439-0⟩

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Related works:
Journal Article: “Thinking Outside the Packaging Box”: Should Brands Consider Store Shelf Context When Eliminating Overpackaging? (2019)
Working Paper: “Thinking outside the packaging box”: should brands consider store shelf context when eliminating overpackaging? (2016)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01563647

DOI: 10.1007/s10551-017-3439-0

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