Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of

intra-personal and retailer-based contextual factors

Discussion

5.1. Theoretical implications

The study provides new insights into the existence of both personal and contextual
factors in the link between attitude and behavior towards retailers practicing SGP.
Indeed, the additional significant factors (environmental lifestyle and retailers’
environmental reputation) explain 56.9% in the variation in behavior which is higher than
the percentage of variance (51.6%) in behavior explained solely by attitude. This result
of direct and indirect effects of additional factors on behavior empirically supports our
proposed conceptual framework, making the theoretical contributions.
First, the study demonstrates for the first time the direct influence of environmental
lifestyle that acts as a habit factor and retailers’ environmental reputation that acts as a
contextual factor in forming attitude and consumer behavior in the literature of
environmentally significant behavior (Stern, 2000). This is in line with previous research,
where the link of environmental lifestyle-attitude-behavior was found in relation to the
environmental commitment of an individual or consumer behavior towards products or
services (Haanpa€a, 2007; Hawkins et al., 2003). Yet, this relationship is firstly found in
the literature of consumer behavior concerning sustainable packaging that contributes
to clarify the notion that lifestyles are associated with the decision-making process of
purchasing through consumers’ needs and attitudes.
Similarly, the environmental reputation is also examined for the first time in the
relationship with consumer behavior concerning sustainable packaging from the
perspective of a seller in this study. The findings imply that environmental reputation
can be treated as a separate construct from the concept of corporate reputation.
Customers would feel satisfied, encouraged and positive as well as recommend
relatives/friends to shop at retailers which have the better image of a corporate
environmental responsibility.
Second, the study only found the indirect effect of environmental knowledge of
sustainable packaging and green self-identity on consumer behavior via attitude. The
findings are not consistent with previous studies, which considered environment
knowledge consumer behavior concerning environment in general and sustainable
packaging in particular.

The study sheds new light on the existence of both personal and contextual factors in
the relationship between attitude and behavior toward SGP retailers. Indeed, the
additional significant factors (environmental lifestyle and retailer environmental
reputation) explain 56.9 percent of the variation in behavior, which is higher than the
percentage of variation in behavior explained solely by attitude (51.6 percent). This
empirical support for our proposed conceptual framework, as well as theoretical
contributions, comes from the direct and indirect effects of additional factors on
behavior.
First, the study demonstrates for the first time in the literature of environmentally
significant behavior the direct influence of environmental lifestyle, which acts as a habit
factor, and retailers' environmental reputation, which acts as a contextual factor, in
forming attitude and consumer behavior (Stern, 2000). This is consistent with previous
research, which found a link between environmental lifestyle-attitude-behavior and an
individual's or consumer's environmental commitment to products or services (Haanpaa,
2007; Hawkins et al., 2003). However, this relationship is first discovered in the
literature of consumer behavior concerning sustainable packaging, which contributes to
clarifying the notion that lifestyles are associated with the purchasing decision-making
process via consumers' needs and attitudes.
In this study, the environmental reputation is also examined for the first time in relation
to consumer behavior regarding sustainable packaging from the perspective of a seller.
According to the findings, environmental reputation can be treated as a distinct
construct from the concept of corporate reputation. Customers would be satisfied,
encouraged, and positive, and they would recommend relatives/friends to shop at
retailers with a better image of corporate environmental responsibility.
Second, the study discovered only an indirect effect of environmental knowledge of
sustainable packaging and green self-identity on consumer behavior through attitude.
The findings contradict previous studies that looked at environment knowledge and
consumer behavior in general, and sustainable packaging in particular.
5.2. Managerial implications
Practically, this study offers insights for grocery retailers’ marketing and management.
First, environmental lifestyle enhances both consumer attitudes and consumer’
shopping behavior towards retailers practicing sustainable packaging. Correspondingly,
the recommendation is for grocery retailers to adopt relevant positioning strategy and
develop marketing programs which target green-savvy lifestyle consumers. This study
has verified the scale that comprises important psychographic attributes to characterize
environmental lifestyle, thus offering a clearer orientation for retailers to identify and
profile such groups of consumers. Marketers could reach green target groups by joining
in online green lifestyle communities or searching for environmental-related posts on
social media sites. An analysis of consumer’s expectations towards green retailers
concerning sustainable packaging is necessary to develop effective and efficient tools of
promotion aiming to meet the market demands.
Second, the study asserts that consumers develop favorable attitudes towards retailers
with sustainable practices when they are better informed and portrays a better self-
identity towards the environment. To gain consumers’ sustainability knowledge, retailers
need to instruct the public on the understanding and importance of eco-friendly
packaging (Scott and Vigar-Ellis, 2014). The guidance can be designed in an attractive
way to children, as children may influence their parents’ purchase decision making.
Besides, this study provides managers with insights into the content of the
communication (Ogba and Johnson, 2010). For example, the advertised information
should be communicated towards improving green self-identity such as shame
avoidance by purchasing products with sustainable packaging or emphasizing on the
harm of less environmental-friendly packaging to human and natural ecological system.
Third, in terms of retailer-based factors, green reputation is confirmed to directly
influence shopping behavior while promotion sales (monetary versus non-monetary)
and advertising are found to influence attitudes when shopping at sustainable stores.
This suggests marketing managers to reinforce and manage environmental reputation
by different means. Besides resorting to sustainable operations, marketers could devote
marketing efforts on sales promotion, public relation, and advertising through both
points of purchase and marketing campaigns (Retail Industry Leaders Association,
2016). It is also a recommendation for marketers to implement a well-customized sales
promotion plan to attract consumers with different characteristics and needs. Grocery
retailers can communicate stories about their green initiatives in packaging on TV, print
and social media and provide in-store messages of sustainable packaging practices.
Furthermore, they can launch marketing campaigns to encourage people to recycle and
sponsor environment protection campaigns with public interest. Finally, marketers need
to acknowledge the role of word-of-mouth in forming their stores’ reputation (Williams et
al., 2012), consequently taking advantage of referral marketing to be known by new
target consumers, and creating trust among consumers.

In practice, this study provides information for grocery retailers' marketing and
management. First, an environmentally conscious lifestyle improves both consumer
attitudes and purchasing behavior toward retailers who use sustainable packaging.
Similarly, grocery retailers should adopt a relevant positioning strategy and develop
marketing programs that target green-conscious lifestyle consumers. This study
validated the scale that includes important psychographic attributes to characterize
environmental lifestyle, providing retailers with a clearer orientation for identifying and
profiling such groups of consumers. This study validated the scale that includes
important psychographic attributes to characterize environmental lifestyle, providing
retailers with a clearer orientation for identifying and profiling such groups of consumers.
Marketers can reach green target audiences by participating in online green lifestyle
communities or searching for environmental-related posts on social media sites. An
analysis of consumer expectations toward green retailers regarding sustainable
packaging is required in order to develop effective and efficient promotional tools aimed
at meeting market demands.
Second, the study claims that when consumers are better informed and have a positive
self-identity toward the environment, they develop favorable attitudes toward retailers
with sustainable practices. Retailers must educate the public on the understanding and
importance of eco-friendly packaging in order to gain consumers' sustainability
knowledge (Scott and Vigar-Ellis, 2014). Children may influence their parents'
purchasing decisions, so the guidance should be appealing to them. Furthermore, this
study provides managers with insights into the communication's content (Ogba and
Johnson, 2010). For example, advertised information should be directed toward
improving green self-identity, such as avoiding shame by purchasing products with
sustainable packaging or emphasizing the harm caused by less environmentally friendly
packaging to humans and natural ecological systems.
Third, in terms of retailer-based factors, green reputation has been shown to have a
direct influence on shopping behavior, whereas promotion sales (monetary versus non-
monetary) and advertising have been shown to have an impact on attitudes when
shopping at sustainable stores. This suggests that marketing managers use a variety of
methods to reinforce and manage environmental reputation. Aside from focusing on
long-term operations, marketers could focus their marketing efforts on sales promotion,
public relations, and advertising via point of purchase and marketing campaigns (Retail
Industry Leaders Association, 2016). It is also a suggestion for marketers to implement
a well-tailored sales promotion plan in order to attract customers with varying
characteristics and needs. Grocery retailers can share stories about their green
packaging initiatives on TV, print, and social media, as well as provide in-store
messages about sustainable packaging practices. Furthermore, they can launch
marketing campaigns to encourage people to recycle and sponsor public-interest
environmental protection campaigns.
Finally, marketers must recognize the role of word-of-mouth in shaping the reputation of
their stores (Williams et al., 2012), taking advantage of referral marketing to become
known by new target consumers and building consumer trust.

Australasian Marketing Journal

Implications
The study has vital implications for practitioners in the Indian context. The worldwide
market for green packaging was projected to touch $244 billion by 2018, with Asia being
the biggest contributor by accounting for 32% of the total market (Allen and Pira,2014).
This increased demand for green packaging in Asian countries like China and India was
due to the rising middle-class gaining increased purchasing power and awareness of
health and environmental concerns. However, the hurdles associated with green
packaging have been mounting and over the years they have emerged as one of the
major challenges facing companies, above cost and other issues (Radhakrishnan,
2016). Amongst many, one of the pressing issues relates to buyers price sensitivity
towards green packaging. The results from this study offer insights and improve
understanding about buyers’ willingness to pay a price premium for green packaging,
when “green” is acknowledged as a differentiating factor. Marketing practitioners and
the multinationals can benefit by designing attractive and effective marketing strategies
to educate their consumers about green packaging. In light of the green benefits,
marketers are advised to pay special attention to the six values conferred by green
packaging. To that aim, they could craft some creative promotion schemes that
showcase the benefits of green packaging for the environment and establish drifts
towards green consumption patterns.
Developing green packaging entails financial investments. In light of this, it is vital to
convey the uniqueness conferred by the package. Through improved customer
understanding of the differentiating features of green packaging, companies could
convert their investment in sustainability to a profit through the price premiums paid by
their customers for their green initiative.
The fact that symbolic value on the packaging can improve willingness to pay a price
premium for a brand highlights a new contribution that should be examined by brand
managers. Further, it is worth noting that design-related dimensions that also reflect
functional value influence willingness to pay. This last phenomenon may be of
importance to product managers seeking to enhance the value of their product through
the choice of packaging design.

The study has important implications for practitioners in India. The global market for
green packaging is expected to reach $244 billion by 2018, with Asia contributing the
most, accounting for 32% of the total market (Allen and Pira,2014). The rising middle
class in Asian countries such as China and India have increased demand for green
packaging due to increased purchasing power and awareness of health and
environmental concerns. However, the challenges associated with green packaging
have been mounting, and they have emerged as one of the major challenges
confronting businesses, alongside cost and other issues ( Radhakrishnan, 2016). One
of the most pressing issues is buyers' price sensitivity to green packaging, which is one
of many. When “green” is recognized as a differentiating factor, the findings of this study
provide insights and improve understanding about buyers' willingness to pay a price
premium for green packaging. Marketing professionals and multinational corporations
can benefit from creating appealing and effective brand identities. Marketing
professionals and multinational corporations can benefit from developing appealing and
effective marketing strategies to educate their customers about green packaging.
Marketers are advised to pay special attention to the six values conferred by green
packaging in light of the green benefits. Marketers are advised to pay special attention
to the six values conferred by green packaging in light of the green benefits. To that
end, they could devise some creative promotion schemes that highlight the
environmental benefits of green packaging and establish drifts toward green
consumption patterns.
Creating green packaging necessitates financial investments. In light of this, it is critical
to convey the package's uniqueness. Companies that improve customer understanding
of the distinguishing features of green packaging may be able to turn a profit from their
investment in sustainability through price premiums paid by their customers for their
green initiative.
The fact that symbolic value on packaging can increase willingness to pay a price
premium for a brand highlights a new contribution that brand managers should
investigate. Furthermore, design-related dimensions that also reflect functional value
have an impact on willingness to pay. This last phenomenon may be important for
product managers looking to increase the value of their product through packaging
design.

Preference for green packaging in consumer product choices – Do consumers

care?
Theoretical background
Environmentally responsible consumer behavior
There has been a growing interest in environmental and ethical issues in consumer
behavior, and a number of studies have examined various aspects of socially
responsible consumption, ‘green consumerism’ and ethical awareness in general
(Anderson and Cunningham, 1972; Webster, 1975; Uusitalo, 1990b; Pieters, 1991;
Berger and Corbin, 1992; Creyer and Ross, 1997; Shaw and Clarke, 1999; Shaw and
Shiu, 2003; Thøgersen and Ölander, 2003; De Pelsmacker et al., 2005; Shaw et al.,
2005; Fraj and Martinez, 2007; Moisander, 2007). Concern for the environment is linked
to consumer behaviour, and consumers are assumed, to some extent, to take an active
part in solving environmental problems by recycling and choosing environment-friendly
products and ways of life (e.g. Uusitalo, 1986; Thøgersen, 1996, 1999).
In economic and cognitive psychology traditions, it is assumed that consumer behaviour
is rational in the sense that consumers act consistently according to their preferences
and beliefs. Most empirical studies of environmental or ethical consumer behaviour are
based on this assumption and apply different variations of attitude–behaviour models,
such as the Theory of Reasoned Action (Ajzen and Fishbein, 1980) or the Theory of
Planned Behaviour (Ajzen, 1985). These models have clearly demonstrated that
attitudes can predict behaviour (intention), but the relationship between attitudes and
behaviour has been much weaker than expected (Wicker, 1969; Webster, 1975; Ajzen
and Fishbein, 1980). Extended models have improved the predictability of the basic
models but only slightly (e.g. Shaw and Shiu, 2003).
Consequently, studies show that consumers have a high preference for ethical or
‘green’ products, but the consistency between consumer attitudes and behavioural
measures is rather low. Inconsistency has been found not only between the more
general environmental attitudes and specific behaviours but also between specific
environmental attitudes and corresponding behavioural intentions (e.g. Uusitalo, 1989,
1990a; Moisander and Uusitalo, 1995; Alwitt and Pitts, 1996; Bech-Larsen, 1996;
Thøgersen, 1999; Moisander, 2007).
There is also evidence that the importance of environmental issues to the consumer is
not likely to ‘spill over’ into other environmentally relevant behavioural domains (e.g.
recycling, commuting, energy saving). Instead, arguments tend to support the view that
correlations between behaviours in different domains are small, nonexistent or even
negative (Thøgersen and Ölander, 2003; Thøgersen, 2004). Because of these
contradictory findings, it has been difficult both for policymakers and product marketers
to ascertain whether environmental friendliness really is an important product attribute
for consumers.
There are relatively few studies about the impact of environmental preferences in the
actual product or brand choice situations; instead, the central dependent variable has
usually been the intention to buy. Moreover, the studies often focus on consumer
environmental attitudes at a general level. This may be one reason why green attitudes
are only weakly associated with specific behaviors (Moisander and Uusitalo, 1995). The
dilemma between attitudes and behaviour has been explained also by the motivational
complexities present at the consumer decision-making level; for example, consumers
are often assumed to possess a considerable amount of knowledge about complex eco-
logical or ethical issues and their consequences (Schröder and McEachern, 2004;
Moisander, 2007). There is also the ‘free rider tendency’ – often present when a
consumer’s individual utility contradicts with broader social goals – which may in part
explain the discrepancy between attitudes and behaviour (Uusitalo, 1989). In addition to
the above-mentioned free-rider and measurement problems, several other reasons
have been proposed for the inconsistency between attitudes and behaviour: the time lag
between value and behavioural changes; the lack of necessary motivation, opportunities
for change and ability to change; the awareness variation between types of behaviour;
and finally, the conflicting preferences between environmental and other product
characteristics (Uusitalo, 1989, 1990a,b; Alwitt and Pitts, 1996; Bech-Larsen, 1996;
Thøgersen, 1999, 2004; Thøgersen and Ölander, 2003; Moisander, 2007). Even the
most environment-friendly consumers do not choose products or services merely on the
basis of their environmental aspects. Rather, the choice is always a multi-attribute
choice where the consumer has to trade off between various product attributes. We can
conclude that when conceptualizing environmental choice behaviour, we need to shift
focus on choices instead of attitudes and examine environment-friendliness in relation
to other relevant choice criteria.
Choice of environment-friendly package
In the choice of packaging – a choice made when a desired product comes in
alternative packages – functional package characteristics such as convenience of use,
design and aesthetics have been in the forefront. Only recently have the environmental
consequences of packaging and the amount of household waste become a focus (e.g.
Prendergast et al., 1997; Thøgersen, 1999; Bone and Corey, 2000; Roper and Parker,
2006). From earlier studies, we know that energy use, household waste and discarded
products form the biggest environmental problems in the field of consumption
worldwide, but it has proven difficult to change consumption patterns and basic
structures that support them (Uusitalo, 1986). For example, the self-service retailing of
food products inevitably means an increase in packaging waste.
The importance of the waste problem suggests that environment-friendliness of product
packaging should be added into consumer choice models as a relevant product
attribute. Most of the research so far has been related to waste production and disposal
at the aggregate level, or to consumers’ recycling behaviours (Uusitalo, 1986, 1989;
Pieters, 1991; Thøgersen, 1994, 1996; Ackerman, 1997). Few studies can be found
where the environmental product packaging is explicitly studied at the buying stage as
one of the determinants of consumers’ product choice. The reasons why consumers fail
to choose environment-friendly packaging, despite favourable attitudes, are largely the
same as listed in the previous section for the environmental product choices in general.
Congruent with this, Thøgersen (1999) suggests that moral reasoning is likely in the
choice of product packaging only when environmental impacts are perceived
considerable and there are no other important characteristics (e.g. a high price) involved
in the particular purchasing situation. Many consumers fail to understand the connection
between their buying decision and various environmental consequences if there is no
environmental information, such as labels, to remind them of it. Other reasons include
the lack of supply of environment-friendly packaging options in the marketplace and
consumers’ inability to distinguish between the more and less environment-friendly
package alternatives (Bech-Larsen, 1996; Thøgersen, 1996). Often consumers also
undervalue the impact of their own ‘marginal’ contribution to the problem (Uusitalo,
1989).
Personal norms improve the likelihood to choose such environment-friendly packages in
the supermarket (Thøgersen, 1999). Uusitalo (1989) adds that personal norms often
depend on how widely accepted such norms are in society and whether social norms
are supported by positive or negative sanctions. Favourable environmental attitudes
alone will not predict behaviour if the social norms are too weak or individuals are not
aware of them. Thus, information about how other people actually behave, and about
the social benefits of behaving according to the social norm, is needed to encourage
consumers to collaborate. If a consumer learns that the majority of other consumers
avoid buying non-recyclable bottles and recycle bottles, the consumer is more likely to
adopt that kind of behaviour. Moreover, incentives such as charges on non-recyclable
packages will further strengthen the norm and influence also those consumers that are
unwilling to cooperate.
The primary interest of packaging research has focused on communicative
characteristics of the package (e.g. labelling, functionality, colour, size) (e.g. Roper and
Parker, 2006; Silayoi and Speece, 2007). In a few cases where environmental
packaging has been an issue, the studies indicate that functional packaging
characteristics influence consumers’ purchasing decisions, whereas environmental
characteristics do not seem to have any practical importance. However, Bech-Larsen
(1996) suggests that there might be a group of consumers – albeit small – with strong
preferences for green packaging, and there might be a market for this type of
packaging.
Few studies compare the importance of environmental product packaging with other
relevant product attributes at the level of attitudes (e.g. Bech-Larsen, 1996; Thøgersen,
1999), but the attributes have not been examined in a choice situation. It has been
pointed out, however, that the level of abstraction tends to have an impact on results;
when consumers were asked about their attitudes to packaging in general, there seems
to be a tendency to associate it with negative environmental effects, whereas when
asked about a specific package, consumers tend to emphasize the positive, functional
characteristics of the package (Bech-Larsen, 1995). We can conclude that in order to
broaden our understanding of the environmental package choice, we should also study
specific product choices that consumers are facing in their everyday lives and take into
account the pertinence of trade-offs they involve.

A number of studies have looked into various aspects of socially responsible

consumption, ‘green consumerism,' and ethical awareness in general (Anderson and
Cunningham, 1972; Webster, 1975; Uusitalo, 1990b; Pieters, 1991; Berger and Corbin,
1992; Creyer and Ross, 1997; Shaw and Clarke, 1999; Shaw and Shiu, 2003;
Thøgersen and Ölander, 2003; De Pelsmacker et al., 2005; Shaw et al., 2005; Fraj and
Martinez, 2007; Moisander, 2007). Concern for the environment is linked to consumer
behavior, and consumers are assumed to play an active role in solving environmental
problems by recycling and choosing environmentally friendly products and ways of life
(e.g., Uusitalo, 1986; Thgersen, 1996, 1999).
Consumer behavior is assumed to be rational in the sense that consumers act
consistently in accordance with their preferences and beliefs in economic and cognitive
psychology traditions. Most empirical studies of environmental or ethical consumer
behavior are based on this assumption and employ various variations of attitude–
behavior models, such as the Theory of Reasoned Action (Ajzen and Fishbein, 1980) or
the Theory of Planned Behavior (Ajzen and Fishbein, 1980). (Ajzen, 1985). These
models clearly show that attitudes can predict behavior (intention), but the relationship
between attitudes and behavior is much weaker than expected (Wicker, 1969; Webster,
1975; Ajzen and Fishbein, 1980). The predictability of the basic models has been
improved slightly by extended models, but only marginally (e.g., Shaw and Shiu, 2003).
As a result, studies show that consumers have a strong preference for ethical or "green"
products, but there is little consistency between consumer attitudes and behavioral
measures. Inconsistency has been discovered not only between more general
environmental attitudes and specific behaviors, but also between specific environmental
attitudes and corresponding behavioral intentions (e.g. Uusitalo, 1989, 1990a;
Moisander and Uusitalo, 1995; Alwitt and Pitts, 1996; Bech-Larsen, 1996; Thøgersen,
1999; Moisander, 2007).
There is also evidence that the consumer's importance of environmental issues is
unlikely to "spill over" into other environmentally relevant behavioral domains (e.g.
recycling, commuting, energy saving). Instead, evidence suggests that correlations
between behaviors in different domains are small, nonexistent, or even negative
(Thgersen and Lander, 2003; Thgersen, 2004). Because of these contradicting findings,
regulators and product marketers have struggled to determine whether environmental
friendliness is a significant product attribute for customers.
There have been few studies on the impact of environmental preferences in actual
product or brand choice situations; instead, the central dependent variable has typically
been purchasing intention. Furthermore, the studies frequently focus on general
consumer environmental attitudes (Moisander and Uusitalo, 1995). The motivational
complexities present at the consumer decision-making level have also been linked to
the conflict between attitudes and behavior (Schröder and McEachern, 2004;
Moisander, 2007). For example, consumers are frequently assumed to have a
significant amount of knowledge about complex ecological or ethical issues and their
consequences. There is also the ‘free rider tendency,' which is often present when a
consumer's individual utility conflicts with broader social goals, and which may explain
some of the disparity between attitudes and behavior (Uusitalo, 1989). Several other
causes for the discrepancy between attitudes and behavior have been postulated, in
addition to the above-mentioned free-rider and measuring issues: the lack of necessary
motivation, opportunities for change, and ability to change; the awareness variation
between types of behavior; the time lag between value and behavioral changes; the
lack of necessary motivation, opportunities for change, and ability to change; Finally,
there are competing preferences for environmental and other product characteristics
(Uusitalo, 1989, 1990a,b; Alwitt and Pitts, 1996; Bech-Larsen, 1996; Thgersen, 1999,
2004; Thgersen and Lander, 2003; Moisander, 2007). Even the most environmentally
conscious consumers do not select products or services solely on the basis of their
environmental attributes. Rather, the option is always a multi-attribute option in which
the consumer must trade off various product attributes. We might conclude that while
thinking about environmental choice behavior, we should focus on choices rather than
attitudes, and consider environmental friendliness in connection to other relevant
factors.
Choice of environment-friendly package
Functional package characteristics such as ease of use, design, and aesthetics have
been prioritized in the packaging selection process – a decision made when a desired
product is available in multiple packaging options. The environmental consequences of
packaging and the amount of household waste have only recently become a focus (e.g.,
Prendergast et al., 1997; Thgersen, 1999; Bone and Corey, 2000; Roper, and Parker,
2006). We know from previous studies that energy use, household trash, and
abandoned products are the most significant environmental issues in the sphere of
consumption worldwide, yet changing consumption patterns and the basic institutions
that sustain them has proven challenging (Uusitalo, 1986). Self-service food commerce,
for example, unavoidably results in an increase in packaging waste.
The significance of the waste problem suggests that the environmental friendliness of
product packaging should be included as a relevant product attribute in consumer
choice models. The majority of previous research has focused on waste production and
disposal at the aggregate level, or on consumer recycling habits (Uusitalo, 1986, 1989;
Pieters, 1991; Thgersen, 1994, 1996; Ackerman, 1997). There are few studies where
environmental product packaging is expressly studied as one of the factors of
customers' product choice during the buying stage. Despite favorable sentiments, the
reasons why consumers fail to choose environmentally friendly packaging are generally
the same as those stated in the previous section for environmental product choices in
general. In line with this, Thgersen (1999) suggests that moral reasoning is likely in the
selection of product packaging only when environmental impacts are perceived to be
significant and no other important characteristics (e.g., a high price) are involved in the
specific purchasing situation. If there is no environmental information, such as labels, to
remind them, many consumers fail to realize the link between their purchasing decision
and numerous environmental effects. Other factors include a scarcity of environmentally
friendly packaging options on the market and customers' inability to discriminate
between environmentally friendly and less environmentally friendly packaging solutions.
Other factors include a lack of environmentally friendly packaging options on the market
and consumers' inability to differentiate between environmentally favorable and less
environmentally friendly package options (Bech-Larsen, 1996; Thgersen, 1996).
Consumers frequently underestimate the significance of their own "little" contribution to
the situation (Uusitalo, 1989).
Personal norms increase the likelihood of purchasing environmentally friendly packages
at the supermarket (Thgersen, 1999). According to Uusitalo (1989), personal norms
frequently depend on how widely accepted such norms are in society, as well as
whether social norms are supported by positive or negative sanctions. When social
norms are weak or individuals are unaware of them, positive environmental attitudes
alone will not predict behavior. To motivate customers to collaborate, knowledge on how
other people behave in real life, as well as the social rewards of following the social
norm, is required. When a customer discovers that the majority of other customers
avoid buying non-recyclable bottles and instead recycle them, the customer is more
inclined to follow suit. Furthermore, incentives such as levies on non-recyclable items
will increase the norm and convince even those consumers who refuse to assist.
The primary focus of packaging research has been on the package's communicative
characteristics (e.g., labeling, functionality, color, and size) (e.g. Roper and Parker,
2006; Silayoi and Speece, 2007). In a few cases where environmental packaging has
been a concern, studies show that functional package qualities influence consumers'
purchase decisions, whereas environmental packaging characteristics appear to be of
minimal practical significance. However, according to Bech-Larsen (1996), there may be
a limited number of customers that have strong preferences for green packaging, and
there may be a market for this form of packaging.
Few studies have compared the importance of environmental product packaging with
other important product features at the attitude level (e.g., Bech-Larsen, 1996;
Thgersen, 1999), but the attributes have not been investigated in a decision situation.
However, it has been noted that the level of abstraction has an effect on the results;
when consumers are asked about their attitudes toward packaging in general, they
seem to associate it with negative environmental effects, whereas when asked about a
specific package, they tend to emphasize the positive, functional characteristics of the
package (Bech-Larsen, 19). We might infer that, in order to gain a better knowledge of
environmental package choice, we need look at specific product choices that
consumers face in their daily lives and consider the relevance of the trade-offs they
entail.