Wpływ proekologicznego charakteru opakowań na intencje zakupowe i wizerunek marki

• Autorzy: Dagna Siuda

Warianty tytułu

The Impact of Pro-Ecological Character of Packaging on the Purchase Intentions and Brand Image

• Języki publikacji: PL

Abstrakty

W związku z rosnącą świadomością konsumentów dotyczącą zagrożeń związanych ze stanem środowiska naturalnego zaczęto szukać opcji działania zmniejszających negatywny wpływ na planetę, a firmy musiały zrewidować swoją ofertę i nauczyć się skutecznie komunikować proekologiczne cechy swoich marek. Jednym ze sposobów takiej komunikacji jest zawarcie odpowiednich informacji bezpośrednio na opakowaniu, co przynosi efekty zwłaszcza w przypadku osobistych zakupów w sklepie. Głównym celem tego artykułu jest próba oceny wpływu elementów proekologicznych prezentowanych na opakowaniach produktów na intencje zakupowe konsumentów oraz wizerunek marki. Aby zrealizować owe założenia, wykonano badanie empiryczne w technice eksperymentu, polegające na prezentacji uczestnikom fizycznych prototypów opakowań i eksploracji ich preferencji zakupowych. Wykorzystano prototypy opakowań reprezentujące pięć różnych rodzajów produktów - część z nich charakteryzowały cechy proekologiczne, podczas gdy pozostałe takich cech nie posiadały. Wyniki potwierdzają pozytywny wpływ czynników proekologicznych umieszczonych na opakowaniach na intencje zakupowe konsumentów, a także na wizerunek marki (marki ekologiczne postrzegano jako wysokojakościowe i ciekawe). W czterech z pięciu analizowanych kategorii produktowych najwięcej respondentów zdecydowałoby się na zakup marki zawierającej elementy prośrodowiskowe. Wyniki badań wskazują na potencjalne korzyści dla właścicieli marek, płynące z umieszczenia proekologicznych treści na opakowaniach, mogące stanowić źródło przewagi konkurencyjnej.(abstrakt oryginalny)

EN

As consumers have become increasingly aware of the risks associated with the state of the environment, the quest for reduce the negative impact on the planet began, so companies had to revise their offers and learn how to communicate the eco-friendly features of their brands. One of such communication methods is to include relevant information directly on the packaging, which is efficient especially for in-store purchase situations (Barchiesi et al., 2018). The main objective of the paper is to assess the impact of pro-ecological factors presented on products' packaging on the consumers' purchase intentions and the brand image. To fulfil this objective, an empirical study was carried out in an experimental technique, involving the presentation of packaging prototypes to participants and exploration of their purchase preferences. Packaging prototypes representing five different product types were used - some were characterized by pro-environmental traits, while others did not have such features. The results confirm the positive impact of pro-environmental factors on packaging on consumers' purchase intentions, as well as on brand image (eco-friendly brands were perceived as high-quality and interesting). In four of five product categories, the most of respondents would choose a brand containing pro-environmental elements. The findings indicate the potential benefits for brand owners resulting from including pro-environmental content on packaging, which can be a source of competitive advantage.(original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Decyzje konsumenckie; Wizerunek marki; Opakowania

EN

Consumer behaviour; Consumer decision; Brand image; Packaging

• Czasopismo: Marketing i Rynek
• Rocznik: 2023
• Numer: nr 3
• Strony: 22--32

Twórcy

autor

Dagna Siuda

• Politechnika Łódzka

Bibliografia

• Acquisti, A., & Spiekermann, S. (2011). Do interruptions pay off? Effects of interruptive ads on consumers' willingness to pay. Journal of Interactive Marketing, 25(4), 226-240. https://doi.org/10.1016/j.intmar.2011.04.003
• Adamczyk, D., & Maison, D. (2019). Ideologia czy zdrowie - dwa typy wegetarianizmu. Marketing i Rynek, (8), 15-24. https://doi.org/10.33226/1231-7853.2019.8.2
• Ajzen, I. (1991). The theory of planned behavior. Organisational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
• Awdziej, M., & Tkaczyk, J. (2016). Wykorzystanie symulacyjnych gier decyzyjnych w badaniach eksperymentalnych w marketingu. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, (459), 90-102. https://doi.org/10.15611/pn.2016.459.09
• Barchiesi, M. A., Castellan, S., & Costa, R. (2018). In the eye of the beholder: Communicating CSR through color in packaging design. Journal of Marketing Communications, 24(7), 720-733. https://doi.org/10.1080/13527266.2016.1224771
• Blasi, S., Brigato, L., & Sedita, S. R. (2020). Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers' perceptions based on twitter data mining. Journal of Cleaner Production, 244, 118701. https://doi.org/10.1016/j.jclepro.2019.118701
• Chen, Y.-S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307-319. https://doi.org/10.1007/s10551-009-0223-9
• Cronin Jr., J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: An examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(1), 158-174. https://doi.org/10.1007/s11747-010-0227-0
• Dangelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95, 471-486. https://doi.org/10.1007/s10551-010-0434-0
• Dean, T. J., & Pacheco, D. F. (2014). Green marketing: A strategic balancing act for creating value. Journal of Business Strategy, 35, 14-22. https://doi.org/10.1108/jbs-11-2013-0109
• Dziwulski, J. (2018). Wizerunek marki a proces podejmowania decyzji przez konsumentów. Marketing i Rynek, (11), 110-119.
• Fraccascia, L., Giannoccaro, I., & Albino, V. (2018). Green product development: What does the country product space imply? Journal of Cleaner Production, 170, 1076-1088. https://doi.org/10.1016/j.jclepro.2017.09.190
• Gleim, M., Smith, J. S., Andrews, D., & Cronin Jr., J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44-61. https://doi.org/10.1016/j.jretai.2012.10.001
• Gong, S., Sheng, G., Peverelli, P., & Dai, J. (2020). Green branding effects on consumer response: Examining a brand stereotype-based mechanism. Journal of Product & Brand Management, 30, 1033-1046. https://doi.org/10.1108/jpbm-03-2020-2785
• Grundey, D. (2010). Functionality of product packaging: Surveying consumers' attitude towards selected cosmetic brands. Economics & Sociology, 3(1), 87-103. https://doi.org/10.14254/2071-789x.2010/3-1/9
• Husić-Mehmedović, M., Omeragić, I., Batagelj, Z., & Kolar, T. (2017). Seeing is not necessarily liking: advancing research on package design with eye-tracking. Journal of Business Research, 80, 145-154. https://doi.org/10.1016/j.jbusres.2017.04.019
• Kaniewska-Sęba, A. (2011). Wykorzystanie eksperymentu do testowania komunikacji marketingowej - dylematy metodologiczne. Zeszyty Naukowe Uniwersytetu Szczecińskiego: Ekonomiczne Problemy Usług, 660(72), 73-83.
• Kauf, S. (2004). Badania rynkowe w sferze marketingu i logistyki. Wydawnictwo Uniwersytetu Opolskiego.
• Kauppinen-Räisänen, H. (2014). Strategic use of colour in brand packaging. Packaging Technology and Science, 27, 663-676. https://doi.org/10.1002/pts.2061
• Kłeczek, R. (2013). Efektywność i skuteczność działań ekologicznych w marketingu: problem decyzyjny i badania empiryczne. Rocznik Ochrona Środowiska, 15, 2829-2839.
• Koenig-Lewis, N., Palmer, A., Dermody, J., & Urbye, A. (2014). Consumers' evaluations of ecological packaging. Rational and emotional approaches. Journal of Environmental Psychology, 37, 94-105. https://doi.org/10.1016/j.jenvp.2013.11.009
• Lavorata, L. (2014). Influence of retailers' commitment to sustainable development on store image, consumer loyalty and consumer boycotts: Proposal for a model using the theory of planned behavior. Journal of Retailing and Consumer Services, 21(6), 1021-1027. https://doi.org/10.1016/j.jretconser.2014.01.003
• Lombart, C., & Louis, D. (2014). A study of the impact of corporate social responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer). Journal of Retailing and Consumer Services, 21(4), 630-642. https://doi.org/10.1016/j.jretconser.2013.11.009
• Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of Environmental Psychology, 44, 53-62. https://doi.org/10.1016/j.jenvp.2015.09.005
• Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advances in Applied Sciences, 5(2), 127-135.
• Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs towards the environment. Sustainability, 14(18), 11703. https://doi.org/10.3390/su141811703
• Mohebbi, B. (2014). The art of packaging: An investigation into the role of color in packaging, marketing, and branding. International Journal of Organizational Leadership, 3, 92-102. https://doi.org/10.33844/ijol.2014.60248
• Moser, A. K. (2016). Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers. Journal of Retailing and Consumer Services, 31, 389-397. https://doi.org/10.1016/j.jretconser.2016.05.006
• Narula, S. A., & Desore, A. (2016). Framing green consumer behaviour research: Opportunities and challenges. Social Responsibility Journal, 12, 1-22. https://doi.org/10.1108/srj-08-2014-0112
• Nguyen, A. T., Parker, L., Brennan, L., & Lockrey, S. (2020). A consumer definition of eco-friendly packaging. Journal of Cleaner Production, 252, 119792. https://doi.org/10.1016/j.jclepro.2019.119792
• Orquin, J. L., Bagger, M. P., Lahm, E. S., Grunert, K. G., & Scholderer, J. (2019). The visual ecology of product packaging and its effects on consumer attention. Journal of Business Research, 111, 187-195. https://doi.org/10.1016/j.jbusres.2019.01.043
• do Paço, A., Alves, H., Shiel, C., & Filho, W. L. (2014). An analysis of the measurement of the construct "buying behaviour" in green marketing. Journal of Integrative Environmental Sciences, 11(1), 55-69. https://doi.org/10.1080/1943815x.2014.894082
• Pancer, E., McShane, L., & Noseworthy, T. J. (2017). Isolated environmental cues and product efficacy penalties: The color green and eco-labels. Journal of Business Ethics, 143(1), 159-177. https://doi.org/10.1007/s10551-015-2764-4
• Panda, D., Masani, S., & Dasgupta, T. (2022). Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India. Asia Pacific Management Review, 27(2), 145-153. https://doi.org/10.1016/j.apmrv.2021.06.004
• Patak, M., Branska. L., & Pecinova, Z. (2021). Consumer intention to purchase green consumer chemicals. Sustainability, 13, 7992. https://doi.org/10.3390/su13147992
• Pawlak-Kołodziejska, K. (2018). Społeczna odpowiedzialność przedsiębiorstw i jej wpływ na akceptację ceny przez konsumentów. Marketing i Rynek, (11), 357-368.
• Peattie, K. (2011). Towards sustainability: Achieving marketing transformation - a retrospective comment. Social Business, 1(1), 85-104. https://doi.org/10.1362/204440811x570581
• Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319. https://doi.org/10.1016/j.jbusres.2011.01.016
• Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165. https://doi.org/10.1016/j.jretconser.2017.06.004
• Rundh, B. (2016). The role of packaging within marketing and value creation. British Food Journal, 118, 2491-2511. https://doi.org/10.1108/bfj-10-2015-0390
• Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748-1768. https://doi.org/10.1108/md-04-2017-0363
• Schuitema, G., & de Groot, J. I. (2015). Green consumerism: The influence of product attributes and values on purchasing intentions. Journal of Consumer Behaviour, 14(1), 57-69. https://doi.org/10.1002/cb.1501
• Silayoi, P., & Speece, M. (2004). Packaging and purchase decision: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628. https://doi.org/10.1108/00070700410553602
• Simms, C., & Trott, P. (2010). Packaging development: A conceptual framework for identifying new product opportunities. Marketing Theory, 10(4), 397-415. https://doi.org/10.1177/1470593110382826
• Sun, Y., Wang, S., Gao, L., & Li, J. (2018). Unearthing the effects of personality traits on consumer's attitude and intention to buy green products. Natural Hazards, 93(1), 299-314. https://doi.org/10.1007/s11069-018-3301-4
• Tan, H., Li, J., He, M., Li, J., Zhi, D., Qin, F., & Zhang, C. (2021). Global evolution of research on green energy and environmental technologies: A bibliometric study. Journal of Environmental Management, 297, 113382. https://doi.org/10.1016/j.jenvman.2021.113382
• Tewary, T., Gupta, A., Mishra, V., & Kumar, J. (2021). Young working women's purchase intention towards organic cosmetic products. International Journal of Business and Economics Research, 2(2-3), 256-277. https://doi.org/10.1504/ijebr.2021.116351
• Tseng, S. C., & Hung, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184. https://doi.org/10.1016/j.jclepro.2013.06.050
• Verma, V. K., Chandra, B., & Kumar, S. (2019). Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206-216. https://doi.org/10.1016/j.jbusres.2018.11.021
• Waheed, S., Khan, M. M., & Ahmad, N. (2018). Product packaging and consumer purchase intentions. Market Forces, 13(2), 97-114.
• Weisstein, L. F., Asgari, M., & Siew, S. W. (2014). Price presentation effects on green purchase intentions. Journal of Product & Brand Management, 23(3), 230-239. https://doi.org/10.1108/jpbm-06-2013-0324
• Wikström, F., Williams, H., Verghese, K., & Clune, S. (2014). The influence of packaging attributes on consumer behaviour in food-packaging LCA studies - a neglected topic. Journal of Cleaner Production, 73, 100-108. https://doi.org/10.1016/j.jclepro.2013.10.042
• Yadav, R. (2016). Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. Journal of Retailing and Consumer Services, 33, 92-97. https://doi.org/10.1016/j.jretconser.2016.08.008
• Yang, Y.-C., & Zhao, X. (2019). Exploring the relationship of green packaging design with consumers' green trust, and green brand attachment. Social Behavior and Personality, 47(8), 1-10. https://doi.org/10.2224/sbp.8181
• Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impact of consumer environmental responsibility on green consumption behavior in China: The role of environmental concern and price sensitivity. Sustainability, 12(5), 2074. https://doi.org/10.3390/su12052074
• Zou, L. W., & Chan, R. Y. (2019.) Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology. Journal of Business Research, 94, 113-127. https://doi.org/10.1016/j.jbusres.2018.04.006

Identyfikatory

DOI

10.33226/1231-7853.2023.3.2