Quand distributeurs et consommateurs de vrac se réapproprient les fonctions de l’emballage

Fanny Reniou (), Elisa Monnot () and Sarah Lasri
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Fanny Reniou: IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes, 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 in packaging-free products sales disrupts usual frameworks. This article studies how retailers and consumers appropriate packaging via a double data collection: netnography of 190 Instagram posts and interviews of professionals (10) and consumers (42). Drawing on literature on packaging functions and on appropriation theory, the results reveal three appropriation strategies: (1) imitation to facilitate recognition, use and protection; (2) adaptation to personalize the container; and (3) creation to reinvent the packaging to one's image. This research contributes to the literature on the appropriation experience and on packaging-free sales.

Keywords: emballage; vrac; appropriation; netnographie; entretiens (search for similar items in EconPapers)
Date: 2022-10
Note: View the original document on HAL open archive server: https://hal.science/hal-04562872v2
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Published in 25 ème Colloque Etienne Thil, La Rochelle, Oct 2022, La Rochelle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04562872

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