The wrap-less revolution: Consumer segmentation by facilitators of and barriers to package-free shopping

Abstract

Packaging creates substantial environmental pressures by generating vast waste. A potential retail solution entails the offer of package-free products, a shift that demands active participation by consumers. Therefore, the current study explores factors that facilitate and bar consumers from adopting package-free shopping, using both an explorative, qualitative study (focus groups) and a quantitative research method (survey). It thereby defines consumer segments on the basis of multiple factor analysis and hierarchical clustering. Three clusters emerge: Proximity Shoppers (36%), Quality and Health Seekers (27%), and Minimal Waste Buyers (37%). The first cluster primarily consists of shoppers seeking a nearby store that offers package-free products. The second pursues high-quality, healthy, and natural package-free products. Finally, considerations of packaging and food waste prompt the third cluster. These clusters differ in education levels, gender, age, travel distance to store, experience with package-free shopping, attitudes toward package-free shopping, purchase intentions for package-free products, health consciousness, and environmental concerns. The results thus provide practicable insights to retailers, product manufacturers, and public policy makers determined to achieve environmental benefits.