• français
    • English
  • français 
    • français
    • English
  • Connexion
JavaScript is disabled for your browser. Some features of this site may not work without it.
Accueil

Afficher

Cette collectionPar Date de CréationAuteursTitresSujetsNoms de revueToute la baseCentres de recherche & CollectionsPar Date de CréationAuteursTitresSujetsNoms de revue

Mon compte

Connexion

Statistiques

Afficher les statistiques d'usage

Consumer responses to elimination of overpackaging on private label products

Thumbnail
Date
2015
Lien vers un document non conservé dans cette base
https://halshs.archives-ouvertes.fr/halshs-01076408
Indexation documentaire
Marketing
Subject
Packaging; Overpackaging; Product image; Consumer behaviour; Private label
Code JEL
D.D1.D12; M.M3.M31; Q.Q5.Q56
Nom de la revue
International Journal of Retail and Distribution Management
Volume
43
Numéro
4/5
Date de publication
2015
Pages article
329-349
Nom de l'éditeur
MCB University Press
URI
https://basepub.dauphine.fr/handle/123456789/14053
Collections
  • DRM : Publications
Métadonnées
Afficher la notice complète
Auteur
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
Résumé en anglais
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.

  • Accueil Bibliothèque
  • Site de l'Université Paris-Dauphine
  • Contact
SCD Paris Dauphine - Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16

 Cette création est mise à disposition sous un contrat Creative Commons.