Réponses des consommateurs à la suppression des suremballages sur les MDD

Elisa Monnot, Fanny Reniou () and Béatrice Parguel ()
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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

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Abstract: Could eliminating overpackaging from private labels be a lever for a responsible positioning without any effect on purchase intention? Drawing on the attribution theory framework, this research uses an experiment on 217 French respondents and shows that eliminating overpackaging does have an influence on mimic private labels' ecological image, but damages their purchase intention through the mediating effect of perceived quality and convenience. It has however no influence on generic private labels' purchase intention.

Keywords: Private label; Emballage; MDD; Comportement du consommateur; Packaging; Image de marque; Over-packaging; Suremballage; Consumer behavior; Product image (search for similar items in EconPapers)
Date: 2014-10
Note: View the original document on HAL open archive server: https://hal.science/hal-01644771v1
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Published in 17ème Colloque International Etienne Thil, Oct 2014, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01644771

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