{"title":"Shades of Sustainability: Who are the Buyers and Non-buyers of Sustainable Packaging?","authors":"Breda McCarthy, Pengji Wang","doi":"10.1080/10454446.2022.2064202","DOIUrl":null,"url":null,"abstract":"ABSTRACT Plastic packaging has a destructive impact on the environment, and it is crucial to understand consumer response to plastic substitutes. The aim of this study is to examine the influence of sustainable lifestyles on the willingness to buy two types of packaging, sustainable and edible packaging, along with barriers to purchase. An online survey was conducted with 477 Australian consumers. Partial least squares structural equation modeling was used to test the hypotheses. Out of the three lifestyle segments identified through cluster analysis, two segments are willing to buy edible packaging. Perceived dispersed responsibility to protect the environment is a psycho-social factor influencing purchase intentions. Willingness to buy sustainable packaging is positively related to familiarity with the sustainable packaging format and willingness to buy is negatively related to functional barriers. Different lifestyle segments respond to edible packaging in different ways. This study makes an important contribution to the marketing literature given the scarcity of studies on sustainable lifestyle segmentation. The study has implications for business managers who wish to acquire competitive advantage through packaging and niche marketing.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2022-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2022.2064202","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1
Abstract
ABSTRACT Plastic packaging has a destructive impact on the environment, and it is crucial to understand consumer response to plastic substitutes. The aim of this study is to examine the influence of sustainable lifestyles on the willingness to buy two types of packaging, sustainable and edible packaging, along with barriers to purchase. An online survey was conducted with 477 Australian consumers. Partial least squares structural equation modeling was used to test the hypotheses. Out of the three lifestyle segments identified through cluster analysis, two segments are willing to buy edible packaging. Perceived dispersed responsibility to protect the environment is a psycho-social factor influencing purchase intentions. Willingness to buy sustainable packaging is positively related to familiarity with the sustainable packaging format and willingness to buy is negatively related to functional barriers. Different lifestyle segments respond to edible packaging in different ways. This study makes an important contribution to the marketing literature given the scarcity of studies on sustainable lifestyle segmentation. The study has implications for business managers who wish to acquire competitive advantage through packaging and niche marketing.
期刊介绍:
From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.