绿色品牌形象在解释欧洲消费者对不同类型的可持续包装的反应中的作用

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-01-11 DOI:10.1016/j.jretconser.2025.104228

Daria Plotkina , Landisoa Rabeson , Silke Bambauer-Sachse

{"title":"绿色品牌形象在解释欧洲消费者对不同类型的可持续包装的反应中的作用","authors":"Daria Plotkina , Landisoa Rabeson , Silke Bambauer-Sachse","doi":"10.1016/j.jretconser.2025.104228","DOIUrl":null,"url":null,"abstract":"<div><div>Consumers are increasingly interested in sustainable packaging, but it is still unclear which type of packaging they prefer and why. This paper examines the effects of biodegradable, reusable, and recyclable packaging through green brand image on consumers’ purchase intentions, and their willingness to pay. We additionally examine the moderating role of perceived package handling effort. Our online survey among 1150 French, German, and Swiss consumers shows that consumers are more willing to purchase and pay for products with eco-friendly packaging, particularly biodegradable. Green brand image mediates the effect of sustainable packaging on purchase intentions and willingness to pay, and a higher perceived effort of handling sustainable packaging enhances this effect.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104228"},"PeriodicalIF":11.0000,"publicationDate":"2025-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The role of green brand image in explaining European consumers’ reactions to different types of sustainable packaging\",\"authors\":\"Daria Plotkina , Landisoa Rabeson , Silke Bambauer-Sachse\",\"doi\":\"10.1016/j.jretconser.2025.104228\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>Consumers are increasingly interested in sustainable packaging, but it is still unclear which type of packaging they prefer and why. This paper examines the effects of biodegradable, reusable, and recyclable packaging through green brand image on consumers’ purchase intentions, and their willingness to pay. We additionally examine the moderating role of perceived package handling effort. Our online survey among 1150 French, German, and Swiss consumers shows that consumers are more willing to purchase and pay for products with eco-friendly packaging, particularly biodegradable. Green brand image mediates the effect of sustainable packaging on purchase intentions and willingness to pay, and a higher perceived effort of handling sustainable packaging enhances this effect.</div></div>\",\"PeriodicalId\":48399,\"journal\":{\"name\":\"Journal of Retailing and Consumer Services\",\"volume\":\"84 \",\"pages\":\"Article 104228\"},\"PeriodicalIF\":11.0000,\"publicationDate\":\"2025-01-11\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Retailing and Consumer Services\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0969698925000074\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698925000074","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

消费者对可持续包装越来越感兴趣，但目前还不清楚他们喜欢哪种类型的包装以及为什么。本文考察了可降解包装、可重复使用包装和可回收包装通过绿色品牌形象对消费者购买意愿和支付意愿的影响。我们还研究了感知包处理工作的调节作用。我们对法国、德国和瑞士的1150名消费者进行的在线调查显示，消费者更愿意购买和支付包装环保的产品，尤其是可生物降解的产品。绿色品牌形象中介可持续包装对购买意愿和支付意愿的影响，更高的感知处理可持续包装的努力增强了这种影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

The role of green brand image in explaining European consumers’ reactions to different types of sustainable packaging

Consumers are increasingly interested in sustainable packaging, but it is still unclear which type of packaging they prefer and why. This paper examines the effects of biodegradable, reusable, and recyclable packaging through green brand image on consumers’ purchase intentions, and their willingness to pay. We additionally examine the moderating role of perceived package handling effort. Our online survey among 1150 French, German, and Swiss consumers shows that consumers are more willing to purchase and pay for products with eco-friendly packaging, particularly biodegradable. Green brand image mediates the effect of sustainable packaging on purchase intentions and willingness to pay, and a higher perceived effort of handling sustainable packaging enhances this effect.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.