Impact of Eco Packaging on Consumer Purchase Behavior

• Autorzy: Roberta Karpovičiūtė , Laima Jeseviciute-Ufartiene

Warianty tytułu

Wpływ ekologicznych opakowań na zachowania zakupowe konsumentów

• Języki publikacji: EN

Abstrakty

EN

Product packaging is a major environmental problem that causes waste pollution and has a negative impact on flora and fauna. Nowadays consumers are becoming more socially responsible, they are concerned about environmental issues. Therefore, brands are embarking on the development of green marketing. However, research shows that there is a gap between the consumer's intention to buy eco-friendly products and the actual buying practice. The issue under investigation in this paper is related to the impact of the eco-product packaging on the consumer's purchasing behavior; we seek to identify the factors influencing the green purchasing behavior of consumers. The article analyzes the concept of consumer purchasing behavior, the types of consumer purchasing behavior and the factors influencing consumer purchasing behavior, discusses the decision-making process and identifies factors affecting the purchase of green packaging products. This paper provides a conceptual framework of factors affecting the purchase of green packaging products. The methods employed in this research are: analysis of literature and other references, synthesis and logical analysis of information, comparison of information, systemization and visualization. (original abstract)

Opakowania są rodzajem odpadów i powodują negatywny wpływ na środowisko naturalne. Współczesny konsument staje się coraz bardziej odpowiedzialny i świadomy problemów związanych z ekologią. To zjawisko dostrzegane jest również przez przedsiębiorstwa, które w odpowiedzi na występujące trendy stosują coraz częściej marketing środowiskowy. Jednocześnie wyniki dotychczasowych badań wskazują, iż ekologizm zakupowy nie jest zjawiskiem jednoznacznym. Na przykład zamiar nabycia produktu z ekologicznym opakowaniem nie zawsze jest zgodny z rzeczywistymi zachowaniami zakupowymi. Różnice pomiędzy zamiarem dokonania zakupu przez konsumenta a jego zachowaniem zakupowym nie są całkowicie wyjaśnione. Powstaje pytanie, w jaki sposób ekologiczne opakowania determinują zachowania konsumentów. Celem artykułu jest identyfikacja czynników wpływających na zachowania zakupowe konsumentów. Autorki przedstawiają koncepcję, typy oraz determinanty zachowań zakupowych nabywców oraz skupiają się na identyfikacji czynników wpływających na zakup produktów w ekologicznym opakowaniu. Określają także koncepcyjny model czynników wpływających na zakup produktów w opakowaniu tego typu. W realizacji celu posłużono się metodą systematycznego przeglądu literatury. (abstrakt oryginalny)

Słowa kluczowe

EN

Ecological wrapping; Ecological product; Consumer behaviour; Buying behaviour

PL

Opakowania ekologiczne; Produkty ekologiczne; Zachowania konsumenta; Zachowania nabywcze

• Czasopismo: Marketing i Rynek
• Rocznik: 2020
• Numer: nr 9
• Strony: 13--23

Twórcy

autor

Roberta Karpovičiūtė

• Vilnius Gediminas Technical University

autor

Laima Jeseviciute-Ufartiene

• Vilnius Gediminas Technical University

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Identyfikatory

DOI

10.33226/1231-7853.2020.9.2