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Journal articles
Consumer responses to elimination of overpackaging on private label products
Abstract : Purpose – Eliminating overpackaging is a central question in sustainable development, and
poses a dilemma for retailers. Since packaging is a differentiation tool for private labels,
eliminating it could limit the capacity to give those labels an equivalent image to national
brands just as much as it could be a sustainable development opportunity and a positioning
instrument. Drawing on the attribution theory framework, this article examines how
eliminating overpackaging influences consumers’ perception of products sold under generic
and mimic private labels, and their purchase intention.
Methodology – This research uses a 2 (overpackaging: present vs. absent) x 2 (brand concept:
generic vs. mimic private label) between-subjects experiment on a convenience sample of 217
French consumers. The conceptual framework was tested using ANCOVA and mediation
analyses.
Findings – Our experiment shows that eliminating overpackaging does have an influence on
mimic private labels’ image, particularly on perceived quality, convenience and
environmental friendliness. We also find that this influence negatively transfers to purchase
intention for mimic private labels through lower perceived quality and convenience. No such
effect appears for generic private labels’ image.
Value – This study addresses an issue as yet unexplored in marketing – the effect of
overpackaging on private label products – and proposes areas for managerial and societal
reflection relevant to retail chains interested in eliminating overpackaging.
Cited literature [79 references]
https://hal-upec-upem.archives-ouvertes.fr/hal-01123706
Contributor : Fanny Reniou Connect in order to contact the contributor
Submitted on : Thursday, March 5, 2015 - 12:47:52 PM
Last modification on : Wednesday, November 17, 2021 - 12:27:12 PM
Long-term archiving on: : Saturday, June 6, 2015 - 10:37:45 AM
Contributor : Fanny Reniou Connect in order to contact the contributor
Submitted on : Thursday, March 5, 2015 - 12:47:52 PM
Last modification on : Wednesday, November 17, 2021 - 12:27:12 PM
Long-term archiving on: : Saturday, June 6, 2015 - 10:37:45 AM
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