Shades of Sustainability: Who are the Buyers and Non-buyers of Sustainable Packaging?

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2022-04-18 DOI:10.1080/10454446.2022.2064202

Breda McCarthy, Pengji Wang

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引用次数: 1

Abstract

ABSTRACT Plastic packaging has a destructive impact on the environment, and it is crucial to understand consumer response to plastic substitutes. The aim of this study is to examine the influence of sustainable lifestyles on the willingness to buy two types of packaging, sustainable and edible packaging, along with barriers to purchase. An online survey was conducted with 477 Australian consumers. Partial least squares structural equation modeling was used to test the hypotheses. Out of the three lifestyle segments identified through cluster analysis, two segments are willing to buy edible packaging. Perceived dispersed responsibility to protect the environment is a psycho-social factor influencing purchase intentions. Willingness to buy sustainable packaging is positively related to familiarity with the sustainable packaging format and willingness to buy is negatively related to functional barriers. Different lifestyle segments respond to edible packaging in different ways. This study makes an important contribution to the marketing literature given the scarcity of studies on sustainable lifestyle segmentation. The study has implications for business managers who wish to acquire competitive advantage through packaging and niche marketing.

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可持续性的阴影：谁是可持续包装的买家和非买家？

摘要塑料包装对环境具有破坏性影响，了解消费者对塑料替代品的反应至关重要。本研究的目的是检验可持续生活方式对购买两种包装（可持续包装和可食用包装）意愿的影响，以及购买障碍。对477名澳大利亚消费者进行了在线调查。偏最小二乘结构方程模型用于检验假设。在通过聚类分析确定的三个生活方式细分市场中，有两个细分市场愿意购买可食用包装。分散的环境保护责任感是影响购买意愿的一个心理社会因素。购买可持续包装的意愿与熟悉可持续包装形式呈正相关，购买意愿与功能障碍负相关。不同的生活方式对可食用包装有不同的反应。鉴于缺乏对可持续生活方式细分的研究，这项研究对营销文献做出了重要贡献。这项研究对那些希望通过包装和利基营销获得竞争优势的企业经理有启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.