拿着我的啤酒消费者对创新和可持续二次包装的看法

IF 2.3 Q1 AGRONOMY
Cortney L. Norris, Marissa Orlowski, Scott Taylor, Jr.
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引用次数: 0

摘要

目的 由于社会关注点的不断变化和立法的日益严格,许多公司都在为一次包装和二次包装寻求创新和可持续的解决方案。精酿啤酒行业取得了最显著的进步,推出了各种替代品来取代用于连接啤酒罐的传统二次包装(如塑料环)。然而,尽管包装对消费者的购买行为和环境有影响,二次包装在文献中受到的关注却少得多。本研究旨在通过感知包装创新和可持续发展的内在机制,了解消费者对精酿啤酒二次包装对消费者购买意愿的影响:结果结果表明,没有一种二次包装形式对购买意愿有直接影响,这意味着包装形式本身不会影响消费者的购买决策。重要的是,研究结果还揭示了间接影响;具体而言,Keel Clip 和 Glue-Pack 六包罐支架被认为比 Pak-Tech 支架更具创新性,这反过来又积极影响了人们对包装可持续性的看法以及随后的购买意愿。原创性/价值作者的研究结果扩展了对可持续二次包装的研究,有助于手工酿酒厂和其他饮料生产商在可持续包装日益受到重视的情况下做出明智的决策。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Hold my beer! Consumer perceptions of innovative and sustainable secondary packaging

Purpose

As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.

Design/methodology/approach

A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.

Findings

The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.

Originality/value

The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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