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Who Buys Overpackaged Grocery Products and Why? Understanding Consumers’ Reactions to Overpackaging in the Food Sector

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Abstract

While most studies dealing with waste reduction at the consumer level focus on recycling, this paper rather concentrates on precycling strategies and purchasing behaviors in order to understand how to promote waste reduction at the source. More specifically, the purpose of this work is to grasp consumers’ perceptions of overpackaging and understand the mechanisms underlying their choice of overpackaged versus non-overpackaged food products. Based on the different themes that emerged from a qualitative study (study 1, n = 11), a quantitative research was conducted among French interviewees (study 2, n = 327) in order to identify relevant groups of consumers. Five profiles emerged from the cluster analysis: the supporters, the self-sacrificing, the detractors, the indifferent, and the self-centered. Finally, an experiment was conducted (study 3, n = 808) that highlights the influence of range positioning and salience of non-overpackaging on consumer choice. Implications for public policy makers and companies are discussed.

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Notes

  1. http://in.gredients.com/faq/.

  2. Cambridge Dictionaries Online

  3. Danone (or Dannon in the United States) was chosen because it is one of the leading brands in the yogurt market in France. Its brand awareness is very high, with a rather upscale brand image. Moreover, the company has recently communicated about its withdrawal of overpackaging for some of its ranges of yogurts.

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Author information

Authors and Affiliations

  1. THEMA, UMR CNRS 8184, University of Cergy-Pontoise, 33, boulevard du Port, 95011, Cergy-Pontoise, France

    Leila Elgaaïed-Gambier

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  1. Leila Elgaaïed-Gambier
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Correspondence to Leila Elgaaïed-Gambier.

Appendices

Appendix 1: Choice Situation (Study 2)

Here are two products currently sold under the brand Danone at similar prices. Look at them carefully.

Appendix 2: Choice Situation (Study 3)

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Elgaaïed-Gambier, L. Who Buys Overpackaged Grocery Products and Why? Understanding Consumers’ Reactions to Overpackaging in the Food Sector. J Bus Ethics 135, 683–698 (2016). https://doi.org/10.1007/s10551-014-2491-2

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  • DOI: https://doi.org/10.1007/s10551-014-2491-2

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