"DO YOU LIKE MY #JAR?": WHEN PACKAGING DISAPPEARS, HOW DO CONSUMERS OF FREE-PACKAGING PRODUCTS PERFORM ITS FUNCTIONS DIFFERENTLY?

“Emballé par mon #bocal ?“: quand l’emballage disparaît; comment les consommateurs de vrac repensent-ils ses fonctions ?

Fanny Reniou (), Elisa Monnot and Sarah Lasri
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Fanny Reniou: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Elisa Monnot: THEMA - Théorie économique, modélisation et applications - CNRS - Centre National de la Recherche Scientifique - CY - CY Cergy Paris Université
Sarah Lasri: 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: The elimination of packaging, as in the case of packaging-free products, modifies the usual buying and consuming frameworks. This article aims at understanding how this absence of packaging reconfigures the functions it usually performs and how consumers do perform these functions differently. To do so, this study relies on a netnography and, specifically, on the visual and textual analysis of 164 Instagram posts that use the hashtag "bulk". Referring to the literature on packaging functions, the results highlight: (1) the prioritization of the environmental function; (2) the adaptation of logistics functions; (3) and the consumers' appropriation of household functions. This work fills a gap in the marketing literature that traditionally focused on packaging functions and didn't looked so far at how to perform these functions when packaging disappears.

Keywords: Packaging; Packaging-free products; Netnography; Packaging functions; Emballage; Vrac; Netnographie; Fonctions de l'emballage (search for similar items in EconPapers)
Date: 2022-05-18
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Published in 38ème Congrès International de l’afm, May 2022, Tunis, Tunisie

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04086105

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