I. Ajzen and M. Fishbein, Understanding attitudes and predicting social behavior, 1980.

J. J. Argo, D. W. Dahl, and A. C. Morales, Consumer Contamination: How Consumers React to Products Touched by Others, Journal of Marketing, vol.70, issue.2, pp.81-94, 2006.
DOI : 10.1509/jmkg.70.2.81

H. R. Arkes, The Psychology of Waste, Journal of Behavioral Decision Making, vol.185, issue.3, pp.213-224, 1996.
DOI : 10.1002/(SICI)1099-0771(199609)9:3<213::AID-BDM230>3.0.CO;2-1

L. Atkinson and S. Rosenthal, Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust, Journal of Advertising, vol.12, issue.3, pp.33-45, 2014.
DOI : 10.1080/00913367.1983.10672826

T. Aydinliyim and M. S. Pangburn, Reducing Packaging Waste and Cost via Consumer Price Discounts, Decision Sciences, vol.3, issue.2, pp.1063-1089, 2012.
DOI : 10.1111/j.1540-5915.2012.00385.x

R. Batra and I. Sinha, Consumer-level factors moderating the success of private label brands, Journal of Retailing, vol.76, issue.2, pp.175-194, 2000.
DOI : 10.1016/S0022-4359(00)00027-0

J. A. Bellizzi, H. F. Knickeberg, J. R. Hamilton, and W. S. Martin, Consumer perceptions of national private and generic brands, Journal of Retailing, vol.57, issue.4, pp.56-70, 1981.

M. Berkowitz, Product shape as a design innovation strategy, Journal of Product Innovation Management, vol.4, issue.4, pp.274-283, 1987.
DOI : 10.1016/0737-6782(87)90031-2

P. H. Bloch, Seeking the Ideal Form: Product Design and Consumer Response, Journal of Marketing, vol.59, issue.3, pp.16-29, 1995.
DOI : 10.2307/1252116

D. J. Burns and D. T. Brady, Retail Ethics as Appraised by Future Business Personnel in Malaysia and the United States, Journal of Consumer Affairs, vol.12, issue.3, pp.195-217, 1996.
DOI : 10.1111/j.1745-6606.1996.tb00731.x

S. Burt, The strategic role of retail brands in British grocery retailing, European Journal of Marketing, vol.34, issue.8, pp.875-90, 2000.
DOI : 10.1108/03090560010331351

T. Y. Chueh and D. T. Kao, The moderating effect of consumer perception to the impacts of country-of-design on perceived quality, Journal of American Academy of Business, vol.4, issue.12, pp.70-74, 2004.

I. C. Cunningham, A. P. Hardy, and G. Imperia, Generic brands versus national brands and store brands, Joumal of Advertising Research, vol.22, issue.5, pp.25-32, 1982.

E. Dichter, Handbook of consumer motivation, 1964.

W. B. Dodds, K. B. Monroe, and D. Grewal, Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, vol.28, issue.3, pp.307-326, 1991.
DOI : 10.2307/3172866

T. Erdem and J. Swait, Brand Equity as a Signaling Phenomenon, Journal of Consumer Psychology, vol.7, issue.2, pp.131-157, 1998.
DOI : 10.1207/s15327663jcp0702_02

T. Erdem, Y. Zhao, and A. Valenzuela, Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk, Journal of Marketing Research, vol.41, issue.1, pp.86-100, 2004.
DOI : 10.1509/jmkr.

L. Festinger, A theory of cognitive dissonance, Row, Peterson and Company, 1957.

M. Girod, Branding in European retailing: a corporate social responsibility perspective, European Retail Digestive, vol.38, issue.1, pp.1-6, 2003.

M. P. Gonzalez, S. Thorhsbury, and D. Twede, Packaging as a tool for product development: communicating value to consumers, Journal of Food Distribution Research, vol.38, issue.1, pp.61-66, 2007.

A. Gordon, K. Finlay, and T. Watts, The psychological effects of colour in consumer product packaging, Canadian Journal of Marketing Research, vol.13, pp.3-11, 1994.

A. F. Hayes, Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium, Communication Monographs, vol.15, issue.4, pp.408-420, 2009.
DOI : 10.1007/BF02295291

A. F. Hayes, PROCESS: a versatile computational tool for observed variable mediation, moderation, and conditional process modeling, 2012.

F. Heider, Social perception and phenomenal causality., Psychological Review, vol.51, issue.6, 1944.
DOI : 10.1037/h0055425

F. Heider, The psychology of interpersonal relations, 1958.
DOI : 10.1037/10628-000

D. Hellström and F. Nilsson, Logistics???driven packaging innovation: a case study at IKEA, International Journal of Retail & Distribution Management, vol.39, issue.9, pp.638-657, 2011.
DOI : 10.1108/09590551111159323

H. Honea and S. Horsky, The power of plain: Intensifying product experience with neutral aesthetic context, Marketing Letters, vol.24, issue.August, pp.223-235, 2012.
DOI : 10.1007/s11002-011-9149-y

Y. Huang and P. Huddleston, Retailer premium own???brands: creating customer loyalty through own???brand products advantage, International Journal of Retail & Distribution Management, vol.37, issue.11, pp.975-992, 2008.
DOI : 10.1108/09590550910999389

J. J. Inman, L. Mcalister, and W. D. Hoyer, Promotion Signal: Proxy for a Price Cut?, Journal of Consumer Research, vol.17, issue.1, pp.74-81, 1990.
DOI : 10.1086/208538

H. H. Kelley, The processes of causal attribution., American Psychologist, vol.28, issue.2, 1973.
DOI : 10.1037/h0034225

F. Kremer and C. Viot, How store brands build retailer brand image, International Journal of Retail & Distribution Management, vol.40, issue.7, pp.528-543, 2012.
DOI : 10.1108/09590551211239846

A. Kronrod, A. Grinstein, and L. Wathieu, Go Green! Should Environmental Messages Be So Assertive?, Journal of Marketing, vol.76, issue.1, pp.95-102, 2012.
DOI : 10.1509/jm.10.0416

H. Laaksonen and J. Reynolds, Own brands in food retailing across Europe, Journal of Brand Management, vol.2, issue.1, pp.37-46, 1994.
DOI : 10.1057/bm.1994.30

. Leclerc, available at: http://www.mouvement-leclerc.com/page/eco-conception- reduction-des-emballages-1 (accessed 14, 2010.

D. R. Lichtenstein and S. Burton, The Relationship between Perceived and Objective Price-Quality, Journal of Marketing Research, vol.26, issue.4, pp.429-443, 1989.
DOI : 10.2307/3172763

D. R. Lichtenstein, N. M. Ridgway, and R. G. Netemeyer, Price Perceptions and Consumer Shopping Behavior: A Field Study, Journal of Marketing Research, vol.30, issue.2, pp.234-245, 1993.
DOI : 10.2307/3172830

Y. Lin and C. A. Chang, Double Standard: The Role of Environmental Consciousness in Green Product Usage, Journal of Marketing, vol.76, issue.5, pp.125-134, 2012.
DOI : 10.1509/jm.11.0264

K. Lincoln and L. Thomassen, Private label: turning the retail brand threat into your biggest opportunity, 2009.

M. C. Luchs, R. W. Naylor, J. R. Irwin, and R. And-raghunathan, The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference, Journal of Marketing, vol.74, issue.5, 2010.
DOI : 10.1509/jmkg.74.5.18

C. Mcdaniel and R. C. Baker, Convenience Food Packaging and the Perception of Product Quality, Journal of Marketing, vol.41, issue.4, pp.57-58, 1977.
DOI : 10.2307/1250234

S. Mueller, L. Lockshin, and J. L. Jordan, What you see may not be what you get: Asking consumers what matters may not reflect what they choose, Marketing Letters, vol.15, issue.5, pp.335-350, 2010.
DOI : 10.1007/s11002-009-9098-x

C. Nancarrow, L. T. Wright, and I. Brace, Gaining competitive advantage from packaging and labelling in marketing communications, British Food Journal, vol.100, issue.2, 1998.
DOI : 10.1108/00070709810204101

E. Olson, It???s not easy being green: the effects of attribute tradeoffs on green product preference and choice, Journal of the Academy of Marketing Science, vol.18, issue.1, pp.171-184, 2013.
DOI : 10.1007/s11747-012-0305-6

U. R. Orth, D. Marchi, and R. , Endurance of Advertising-Evoked Brand Image Beliefs in the Face of Product Trial, Journal of Food Products Marketing, vol.19, issue.1, pp.31-44, 2007.
DOI : 10.1086/209429

U. R. Orth, D. Campana, and K. Malkewitz, Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes, The Journal of Marketing Theory and Practice, vol.52, issue.6, pp.23-40, 2010.
DOI : 10.2753/MTP1069-6679180102

J. A. Ottman, E. R. Stafford, and C. L. Hartman, Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products, Environment: Science and Policy for Sustainable Development, vol.48, issue.5, pp.22-36, 2006.
DOI : 10.3200/ENVT.48.5.22-36

J. Park and S. Ha, Understanding pro???environmental behavior, International Journal of Retail & Distribution Management, vol.40, issue.5, pp.388-403, 2012.
DOI : 10.1108/09590551211222367

J. W. Payne, J. R. Bettman, and E. J. Johnson, The adaptive decision-maker: effort and accuracy in choice, Journal of Experimental Psychology: Leaming. Memory, and Cognition, vol.14, issue.3, pp.534-53, 1988.
DOI : 10.1017/CBO9781139173933

R. Pieters and L. Warlop, Visual attention during brand choice: The impact of time pressure and task motivation, International Journal of Research in Marketing, vol.16, issue.1, 1999.
DOI : 10.1016/S0167-8116(98)00022-6

J. Pilditch, The silent salesman: how to develop packaging that sells, 1957.

K. J. Preacher and A. F. Hayes, Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models, Behavior Research Methods, vol.15, issue.3, pp.879-891, 2008.
DOI : 10.3758/BRM.40.3.879

G. Prendergast and L. Pitt, Packaging, marketing, logistics and the environment: are there trade???offs?, International Journal of Physical Distribution & Logistics Management, vol.26, issue.6, pp.60-72, 1996.
DOI : 10.1108/09600039610125206

P. Raghubir and A. Krishna, Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach?, Journal of Marketing Research, vol.36, issue.3, pp.313-326, 1999.
DOI : 10.2307/3152079

P. S. Richardson, Cue effects on evaluations of national and private-label brands, Marketing Theory and Applications, pp.165-171, 1994.

P. S. Richardson, A. Dick, and A. K. Jain, Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality, Journal of Marketing, vol.58, issue.4, pp.28-36, 1994.
DOI : 10.2307/1251914

J. Rokka and L. Uusitalo, Preference for green packaging in consumer product choices - Do consumers care?, International Journal of Consumer Studies, vol.1, issue.5, pp.516-525, 2008.
DOI : 10.1111/j.1470-6431.2008.00710.x

S. H. Schwartz and W. Bilsky, Toward a universal psychological structure of human values., Journal of Personality and Social Psychology, vol.53, issue.3, pp.550-562, 1987.
DOI : 10.1037/0022-3514.53.3.550

J. P. Schoormans and H. S. Robben, The effect of new package design on product attention, categorization and evaluation, Journal of Economic Psychology, vol.18, issue.2-3, pp.271-287, 1997.
DOI : 10.1016/S0167-4870(97)00008-1

C. H. Schwepker and B. T. Cornwell, An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products, Journal of Public Policy & Marketing, vol.10, issue.2, pp.77-101, 1991.

R. Slonim and E. Et-garbarino, The Effect of Price History on Demand as Mediated by Perceived Price Expensiveness, Journal of Business Research, vol.45, issue.1, pp.1-14, 1999.
DOI : 10.1016/S0148-2963(98)00024-1

G. Sogn-grundvag and J. Østli, Consumer evaluation of unbranded and unlabelled food products, European Journal of Marketing, vol.43, issue.1/2, pp.213-228, 2009.
DOI : 10.1108/03090560910923300

B. Stewart, Packaging as an effective marketing tool, Pira International, Surrey. SymphonyIRI (2012), available at: http://www.symphonyiri, pp.2012-75, 1995.

J. Thøgersen, Wasteful food consumption: Trends in food and packaging waste, Scandinavian Journal of Management, vol.12, issue.3, pp.291-304, 1996.
DOI : 10.1016/0956-5221(96)00011-5

J. Thøgersen, The Ethical Consumer. Moral Norms and Packaging Choice, Journal of Consumer Policy, vol.59, issue.2, pp.439-460, 1999.
DOI : 10.1023/A:1006225711603

G. Thompson, Consumer Demand for Organic Foods: What We Know and What We Need to Know, American Journal of Agricultural Economics, vol.80, issue.5, pp.1113-1118, 1998.
DOI : 10.2307/1244214

R. L. Underwood, The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience, Journal of Marketing Theory and Practice, vol.1, issue.9, pp.62-76, 2003.
DOI : 10.2307/1251446

R. L. Underwood, N. M. Klein, and R. Burke, Packaging communication: attentional effects of product imagery, Journal of Product & Brand Management, vol.10, issue.7, pp.403-422, 2001.
DOI : 10.1108/10610420110410531

R. L. Underwood and N. M. Klein, Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand, Journal of Marketing Theory and Practice, vol.10, issue.9, pp.58-68, 2002.
DOI : 10.2307/1251446

K. Venter, D. Van-der-merwe, H. De-beer, E. Kempen, and M. Bosman, Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom, South Africa, International Journal of Consumer Studies, vol.10, issue.3, pp.273-281, 2011.
DOI : 10.1111/j.1470-6431.2010.00936.x

A. F. Villarejo-ramos and M. J. Sanchez-franco, The impact of marketing communication and price promotion on brand equity, Journal of Brand Management, vol.12, issue.6, pp.431-444, 2005.
DOI : 10.1057/palgrave.bm.2540238

E. S. Wang, The influence of visual packaging design on perceived food product quality, value, and brand preference, International Journal of Retail & Distribution Management, vol.41, issue.10, pp.805-816, 2013.
DOI : 10.1108/IJRDM-12-2012-0113

B. Weiner, A theory of motivation for some classroom experiences., Journal of Educational Psychology, vol.71, issue.1, pp.3-25, 1979.
DOI : 10.1037/0022-0663.71.1.3

L. E. Wells, H. Farley, and G. A. Armstrong, The importance of packaging design for own???label food brands, International Journal of Retail & Distribution Management, vol.35, issue.9, pp.677-690, 2007.
DOI : 10.1108/09590550710773237

A. Wiese, J. Kellner, B. Lietke, W. Toporowski, and S. Zielke, Sustainability in retailing ??? a summative content analysis, International Journal of Retail & Distribution Management, vol.40, issue.4, 2012.
DOI : 10.1108/09590551211211792

S. Wigley and C. R. Chiang, Retail internationalisation in practice: per una in the UK and Taiwan, International Journal of Retail & Distribution Management, vol.37, issue.3, pp.250-270, 2009.
DOI : 10.1108/09590550910941517

H. Williams and F. Wikstrom, Environmental impact of packaging and food losses in a life cycle perspective: a comparative analysis of five food items, Journal of Cleaner Production, vol.19, issue.1, pp.43-48, 2011.
DOI : 10.1016/j.jclepro.2010.08.008

S. Yang and P. Raghubir, Can bottles speak volumes? The effect of package shape on how much to buy, Journal of Retailing, vol.81, issue.4, pp.269-281, 2005.
DOI : 10.1016/j.jretai.2004.11.003

R. Zanoli and S. Et-naspetti, Consumer motivations in the purchase of organic food, British Food Journal, vol.104, issue.8, pp.643-653, 2001.
DOI : 10.1108/00070700210425930

X. Zhao, J. G. Lynch, C. , and Q. , Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis, Journal of Consumer Research, vol.37, issue.2, pp.197-206, 2010.
DOI : 10.1086/651257

URL : http://citeseerx.ist.psu.edu/viewdoc/summary?doi=