Abstract
Research on consumer responses to sustainable food packaging often only compares materials or evaluates one sustainable aspect within a material category at a time. However, sustainability improvements are proliferating and can co-appear in the packaging design. This study builds upon existing research by identifying and describing the heterogeneity of consumer responses when three sustainable aspects (combinations) of plastic are simultaneously assessed. Bio-based, active technology, and compostable aspects were considered because they improve sustainability at different lifecycle stages of packaged foods. Using conjoint analysis, model guided segmentation and profiling, we found that consumer preferences for sustainable aspects vary, and that considering this heterogeneity matters to best understand consumer responses. Consequently, differences between the five identified consumer mindsets suggest that ecologically conscious consumers were more likely to prefer sustainable over conventional options and vice versa. Our findings underscore the importance of taking consumer diversity into account when introducing sustainable packaging innovations to the market.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of International Food & Agribusiness Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
