CONSUMERS’ PERCEPTION OF SUSTAINABLE PACKAGING IN THE FOOD INDUSTRY

AN ONLINE EXPERIMENT

Autores

  • Elsa Anquez Universidade de Kassel, Kassel, Hessen, Alemanha
  • Katharina Raab Universidade de Kassel, Kassel, Hessen, Alemanha
  • Felipe Schneider Cechella Universidade de Kassel, Kassel, Hessen, Alemanha
  • Ralf Wagner Universidade de Kassel, Kassel, Hessen, Alemanha

DOI:

https://doi.org/10.20912/rdc.v17i41.728

Resumo

Consumers evaluate products and make purchasing decisions based on packaging and its sustainable aspects. This research investigated how different packages and their quality, eco-friendliness, expensiveness, and convenience affected consumers’ intentions to purchase. Our sample comprised 299 French consumers of muesli cereals. We conducted an online choice experiment to analyze and measure consumers’ perception of sustainable packaging, comparing three distinct experimental groups. Findings revealed that quality and environmental friendliness impact purchase intentions. Price sensitivity and environmental behavior showed to have moderation effects in the proposed research model. The reusable container is perceived as more expensive and less convenient when compared to other packaging types. We contribute to the existing literature in the food industry by providing additional insights into consumers’ recognition processes in identifying sustainable packaging.

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Biografia do Autor

Elsa Anquez, Universidade de Kassel, Kassel, Hessen, Alemanha

Mestre em Administração

Katharina Raab, Universidade de Kassel, Kassel, Hessen, Alemanha

Doutoranda em Marketing

Felipe Schneider Cechella, Universidade de Kassel, Kassel, Hessen, Alemanha

Doutorando em Marketing

Ralf Wagner, Universidade de Kassel, Kassel, Hessen, Alemanha

Doutor em Administração, Professor de Marketing Sustentável na Universidade de Kassel

Publicado

2022-05-03

Como Citar

Anquez, E. ., Raab, K. ., Cechella, F. S. ., & Wagner, R. . (2022). CONSUMERS’ PERCEPTION OF SUSTAINABLE PACKAGING IN THE FOOD INDUSTRY: AN ONLINE EXPERIMENT. Revista Direitos Culturais, 17(41), 251-265. https://doi.org/10.20912/rdc.v17i41.728

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