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Consumer responses to elimination of overpackaging on private label products

Monnot, Elisa; Parguel, Béatrice; Reniou, Fanny (2015), Consumer responses to elimination of overpackaging on private label products, International Journal of Retail and Distribution Management, 43, 4/5, p. 329-349

Type
Article accepté pour publication ou publié
External document link
https://halshs.archives-ouvertes.fr/halshs-01076408
Date
2015
Journal name
International Journal of Retail and Distribution Management
Volume
43
Number
4/5
Publisher
MCB University Press
Pages
329-349
Metadata
Show full item record
Author(s)
Monnot, Elisa
Théorie économique, modélisation et applications [THEMA]
Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Reniou, Fanny cc
Institut de Recherche en Gestion [IRG]
Abstract (EN)
Purpose – Eliminating overpackaging is a central question in sustainable development, and poses a dilemma for retailers. Since packaging is a differentiation tool for private labels, eliminating it could limit the capacity to give those labels an equivalent image to national brands just as much as it could be a sustainable development opportunity and a positioning instrument. Drawing on the attribution theory framework, this article examines how eliminating overpackaging influences consumers’ perception of products sold under generic and mimic private labels, and their purchase intention. Methodology – This research uses a 2 (overpackaging: present vs. absent) x 2 (brand concept: generic vs. mimic private label) between-subjects experiment on a convenience sample of 217 French consumers. The conceptual framework was tested using ANCOVA and mediation analyses. Findings – Our experiment shows that eliminating overpackaging does have an influence on mimic private labels’ image, particularly on perceived quality, convenience and environmental friendliness. We also find that this influence negatively transfers to purchase intention for mimic private labels through lower perceived quality and convenience. No such effect appears for generic private labels’ image. Value – This study addresses an issue as yet unexplored in marketing – the effect of overpackaging on private label products – and proposes areas for managerial and societal reflection relevant to retail chains interested in eliminating overpackaging.
Subjects / Keywords
Packaging; Overpackaging; Product image; Consumer behaviour; Private label
JEL
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing
Q56 - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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