Abstract
The marketing power of private labels (PLs) is a consequence of the design of successful strategies by retailers. Such strategies have allowed retailers to differentiate their own items by generating a greater consumer brand loyalty. Innovation in the design of sustainable packaging or eco-packaging has been one of these strategies. In these ways, retailers have managed – in addition to their ability to adapt to the needs of consumers in terms of convenience – to strengthen their commitment to food security and environmental protection. This paper analyses the role of eco-packaging strategies as a tool for differentiating PLs in terms of creating higher levels of consumer preference.
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