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Consumer responses to elimination of overpackaging on private label products

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Date
2015
Link to item file
https://halshs.archives-ouvertes.fr/halshs-01076408
Dewey
Marketing
Sujet
Packaging; Overpackaging; Product image; Consumer behaviour; Private label
JEL code
D.D1.D12; M.M3.M31; Q.Q5.Q56
Journal issue
International Journal of Retail and Distribution Management
Volume
43
Number
4/5
Publication date
2015
Article pages
329-349
Publisher
MCB University Press
URI
https://basepub.dauphine.fr/handle/123456789/14053
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Monnot, Elisa
1098 Théorie économique, modélisation et applications [THEMA]
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Reniou, Fanny
57129 Institut de Recherche en Gestion [IRG]
Type
Article accepté pour publication ou publié
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.

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