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Abstract
Drawing on the means–end chain method, this exploratory study attempts to provide a better understanding of consumers’ perceived risks towards eco-design packaging and its effects on consumers’ purchasing decisions. This study makes divers contributions in terms of theory, methodology, and policy making. Firstly, this study provides better comprehension for the concept of “eco-design packaging” by combining an industrial perspective (i.e., a life-cycle assessment: LCA) with a consumer perspective (i.e., consumer perceptions). The findings reveal the gap between consumers’ perceptions and the LCA results towards eco-design packaging. Secondly, this study offers an alternative perspective on consumers’ reactions towards eco-design packaging through exploring the “risks” instead of “benefits” examined to inspire package innovation. This study identified five perceived risks (functional, physical, financial, life-standard, and socio-environmental risks). Thirdly, this study illustrates the benefit of using the means–end chain analysis (MEC) framework to explore consumers’ reactions and purchasing behaviors towards sustainable products. Lastly, this study offers several actionable suggestions to managers, packaging designers, and policy makers.
Highlights
Packaging plays a major role in consumer purchasing decisions, since it links products to consumers through its technical and marketing functions [1]
From the consumers’ point of view, the attributes of an eco-design packaging appear to be a condensed version of those found in the literature
If we compare and contrast the attributes that emerged in the discussion group and those found in the literature [18,72], a number of issues are brought to light (Please see Table 3)
Summary
Packaging plays a major role in consumer purchasing decisions, since it links products to consumers through its technical and marketing functions [1]. Since the 1990s, incorporating the notion of sustainability into packaging innovation has been a crucial issue in marketing [2]. In response to this challenge, eco-design appears to be a strategic solution to optimize packaging [3] because an eco-design packaging is developed with concern for the environmental and/or its social impact in the various stages of its life cycle. The underlying assumption is that eco-design packaging attributes can be perceived positively by consumers. These studies aim to understand how consumers use the sustainability-related characteristics of packaging to give value to a product during purchasing decisions [4,5,6]. Magnier and Schoormans [7,8] show that eco-design packaging attributes (i.e., recyclable material and sustainable cues) have a positive effect on the perceived quality and sustainability of the product [9], the perceived ethicality of brand, and purchasing intention [7]
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