Wpływ proekologicznego charakteru opakowań na intencje zakupowe i wizerunek marki
W związku z rosnącą świadomością konsumentów dotyczącą zagrożeń związanych ze stanem środowiska naturalnego zaczęto szukać opcji działania zmniejszających negatywny wpływ na planetę, a firmy musiały zrewidować swoją ofertę i nauczyć się skutecznie komunikować proekologiczne cechy swoich marek. Jednym ze sposobów takiej komunikacji jest zawarcie odpowiednich informacji bezpośrednio na opakowaniu, co przynosi efekty zwłaszcza w przypadku osobistych zakupów w sklepie. Głównym celem tego artykułu jest próba oceny wpływu elementów proekologicznych prezentowanych na opakowaniach produktów na intencje zakupowe konsumentów oraz wizerunek marki. Aby zrealizować owe założenia, wykonano badanie empiryczne w technice eksperymentu, polegające na prezentacji uczestnikom fizycznych prototypów opakowań i eksploracji ich preferencji zakupowych. Wykorzystano prototypy opakowań reprezentujące pięć różnych rodzajów produktów – część z nich charakteryzowały cechy proekologiczne, podczas gdy pozostałe takich cech nie posiadały. Wyniki potwierdzają pozytywny wpływ czynników proekologicznych umieszczonych na opakowaniach na intencje zakupowe konsumentów, a także na wizerunek marki (marki ekologiczne postrzegano jako wysokojakościowe i ciekawe). W czterech z pięciu analizowanych kategorii produktowych najwięcej respondentów zdecydowałoby się na zakup marki zawierającej elementy prośrodowiskowe. Wyniki badań wskazują na potencjalne korzyści dla właścicieli marek, płynące z umieszczenia proekologicznych treści na opakowaniach, mogące stanowić źródło przewagi konkurencyjnej.
Bibliografia
Bibliografia/References
Acquisti, A., & Spiekermann, S. (2011). Do interruptions pay off? Effects of interruptive ads on consumers' willingness to pay. Journal of Interactive Marketing, 25(4), 226–240. https://doi.org/10.1016/j.intmar.2011.04.003
Adamczyk, D., & Maison, D. (2019). Ideologia czy zdrowie – dwa typy wegetarianizmu. Marketing i Rynek, (8), 15–24. https://doi.org/10.33226/1231-7853.2019.8.2
Ajzen, I. (1991). The theory of planned behavior. Organisational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
Awdziej, M., & Tkaczyk, J. (2016). Wykorzystanie symulacyjnych gier decyzyjnych w badaniach eksperymentalnych w marketingu. Prace Naukowe
Uniwersytetu Ekonomicznego we Wrocławiu, (459), 90–102. https://doi.org/10.15611/pn.2016.459.09
Barchiesi, M. A., Castellan, S., & Costa, R. (2018). In the eye of the beholder: Communicating CSR through color in packaging design. Journal of Marketing Communications, 24(7), 720–733. https://doi.org/10.1080/13527266.2016.1224771
Blasi, S., Brigato, L., & Sedita, S. R. (2020). Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers' perceptions based on twitter data mining. Journal of Cleaner Production, 244, 118701. https://doi.org/10.1016/j.jclepro.2019.118701
Chen, Y.-S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307–319. https://doi.org/10.1007/s10551-009-0223-9
Cronin Jr., J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: An examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(1), 158–174. https://doi.org/10.1007/s11747-010-0227-0
Dangelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95, 471–486. https://doi.org/10.1007/s10551-010-0434-0
Dean, T. J., & Pacheco, D. F. (2014). Green marketing: A strategic balancing act for creating value. Journal of Business Strategy, 35, 14–22. https://doi.org/10.1108/jbs-11-2013-0109
Dziwulski, J. (2018). Wizerunek marki a proces podejmowania decyzji przez konsumentów. Marketing i Rynek, (11), 110–119.
Fraccascia, L., Giannoccaro, I., & Albino, V. (2018). Green product development: What does the country product space imply? Journal of Cleaner Production, 170, 1076–1088. https://doi.org/10.1016/j.jclepro.2017.09.190
Gleim, M., Smith, J. S., Andrews, D., & Cronin Jr., J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44–61. https://doi.org/10.1016/j.jretai.2012.10.001
Gong, S., Sheng, G., Peverelli, P., & Dai, J. (2020). Green branding effects on consumer response: Examining a brand stereotype-based mechanism. Journal of Product & Brand Management, 30, 1033–1046. https://doi.org/10.1108/jpbm-03-2020-2785
Grundey, D. (2010). Functionality of product packaging: Surveying consumers' attitude towards selected cosmetic brands. Economics & Sociology, 3(1), 87–103. https://doi.org/10.14254/2071-789x.2010/3-1/9
Husić-Mehmedović, M., Omeragić, I., Batagelj, Z., & Kolar, T. (2017). Seeing is not necessarily liking: advancing research on package design with eye-tracking. Journal of Business Research, 80, 145–154. https://doi.org/10.1016/j.jbusres.2017.04.019
Kaniewska-Sęba, A. (2011). Wykorzystanie eksperymentu do testowania komunikacji marketingowej – dylematy metodologiczne. Zeszyty Naukowe Uniwersytetu Szczecińskiego: Ekonomiczne Problemy Usług, 660(72), 73–83.
Kauf, S. (2004). Badania rynkowe w sferze marketingu i logistyki. Wydawnictwo Uniwersytetu Opolskiego.
Kauppinen-Räisänen, H. (2014). Strategic use of colour in brand packaging. Packaging Technology and Science, 27, 663–676. https://doi.org/10.1002/pts.2061
Kłeczek, R. (2013). Efektywność i skuteczność działań ekologicznych w marketingu: problem decyzyjny i badania empiryczne. Rocznik Ochrona Środowiska, 15, 2829–2839.
Koenig-Lewis, N., Palmer, A., Dermody, J., & Urbye, A. (2014). Consumers' evaluations of ecological packaging. Rational and emotional approaches. Journal of Environmental Psychology, 37, 94–105. https://doi.org/10.1016/j.jenvp.2013.11.009
Lavorata, L. (2014). Influence of retailers' commitment to sustainable development on store image, consumer loyalty and consumer boycotts: Proposal for a model using the theory of planned behavior. Journal of Retailing and Consumer Services, 21(6), 1021–1027. https://doi.org/10.1016/j.jretconser.2014.01.003
Lombart, C., & Louis, D. (2014). A study of the impact of corporate social responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer). Journal of Retailing and Consumer Services, 21(4), 630–642. https://doi.org/10.1016/j.jretconser.2013.11.009
Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of Environmental Psychology, 44, 53–62. https://doi.org/10.1016/j.jenvp.2015.09.005
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advances in Applied Sciences, 5(2), 127–135.
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs towards the environment. Sustainability, 14(18), 11703. https://doi.org/10.3390/su141811703
Mohebbi, B. (2014). The art of packaging: An investigation into the role of color in packaging, marketing, and branding. International Journal of Organizational Leadership, 3, 92–102. https://doi.org/10.33844/ijol.2014.60248
Moser, A. K. (2016). Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers. Journal of Retailing and Consumer Services, 31, 389–397. https://doi.org/10.1016/j.jretconser.2016.05.006
Narula, S. A., & Desore, A. (2016). Framing green consumer behaviour research: Opportunities and challenges. Social Responsibility Journal, 12, 1–22. https://doi.org/10.1108/srj-08-2014-0112
Nguyen, A. T., Parker, L., Brennan, L., & Lockrey, S. (2020). A consumer definition of eco-friendly packaging. Journal of Cleaner Production, 252, 119792. https://doi.org/10.1016/j.jclepro.2019.119792
Orquin, J. L., Bagger, M. P., Lahm, E. S., Grunert, K. G., & Scholderer, J. (2019). The visual ecology of product packaging and its effects on consumer attention. Journal of Business Research, 111, 187–195. https://doi.org/10.1016/j.jbusres.2019.01.043
do Paço, A., Alves, H., Shiel, C., & Filho, W. L. (2014). An analysis of the measurement of the construct "buying behaviour" in green marketing. Journal of Integrative Environmental Sciences, 11(1), 55–69. https://doi.org/10.1080/1943815x.2014.894082
Pancer, E., McShane, L., & Noseworthy, T. J. (2017). Isolated environmental cues and product efficacy penalties: The color green and eco-labels. Journal of Business Ethics, 143(1), 159–177. https://doi.org/10.1007/s10551-015-2764-4
Panda, D., Masani, S., & Dasgupta, T. (2022). Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India. Asia Pacific Management Review, 27(2), 145–153. https://doi.org/10.1016/j.apmrv.2021.06.004
Patak, M., Branska. L., & Pecinova, Z. (2021). Consumer intention to purchase green consumer chemicals. Sustainability, 13, 7992. https://doi.org/10.3390/su13147992
Pawlak-Kołodziejska, K. (2018). Społeczna odpowiedzialność przedsiębiorstw i jej wpływ na akceptację ceny przez konsumentów. Marketing i Rynek, (11), 357–368.
Peattie, K. (2011). Towards sustainability: Achieving marketing transformation – a retrospective comment. Social Business, 1(1), 85–104. https://doi.org/10.1362/204440811x570581
Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311–1319. https://doi.org/10.1016/j.jbusres.2011.01.016
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157–165. https://doi.org/10.1016/j.jretconser.2017.06.004
Rundh, B. (2016). The role of packaging within marketing and value creation. British Food Journal, 118, 2491–2511. https://doi.org/10.1108/bfj-10-2015-0390
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768. https://doi.org/10.1108/md-04-2017-0363
Schuitema, G., & de Groot, J. I. (2015). Green consumerism: The influence of product attributes and values on purchasing intentions. Journal of Consumer Behaviour, 14(1), 57–69. https://doi.org/10.1002/cb.1501
Silayoi, P., & Speece, M. (2004). Packaging and purchase decision: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607–628. https://doi.org/10.1108/00070700410553602
Simms, C., & Trott, P. (2010). Packaging development: A conceptual framework for identifying new product opportunities. Marketing Theory, 10(4), 397–415. https://doi.org/10.1177/1470593110382826
Sun, Y., Wang, S., Gao, L., & Li, J. (2018). Unearthing the effects of personality traits on consumer's attitude and intention to buy green products. Natural Hazards, 93(1), 299–314. https://doi.org/10.1007/s11069-018-3301-4
Tan, H., Li, J., He, M., Li, J., Zhi, D., Qin, F., & Zhang, C. (2021). Global evolution of research on green energy and environmental technologies: A bibliometric study. Journal of Environmental Management, 297, 113382. https://doi.org/10.1016/j.jenvman.2021.113382
Tewary, T., Gupta, A., Mishra, V., & Kumar, J. (2021). Young working women's purchase intention towards organic cosmetic products. International Journal of Business and Economics Research, 2(2–3), 256–277. https://doi.org/10.1504/ijebr.2021.116351
Tseng, S. C., & Hung, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174–184. https://doi.org/10.1016/j.jclepro.2013.06.050
Verma, V. K., Chandra, B., & Kumar, S. (2019). Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206–216. https://doi.org/10.1016/j.jbusres.2018.11.021
Waheed, S., Khan, M. M., & Ahmad, N. (2018). Product packaging and consumer purchase intentions. Market Forces, 13(2), 97–114.
Weisstein, L. F., Asgari, M., & Siew, S. W. (2014). Price presentation effects on green purchase intentions. Journal of Product & Brand Management, 23(3), 230–239. https://doi.org/10.1108/jpbm-06-2013-0324
Wikström, F., Williams, H., Verghese, K., & Clune, S. (2014). The influence of packaging attributes on consumer behaviour in food-packaging LCA studies – a neglected topic. Journal of Cleaner Production, 73, 100–108. https://doi.org/10.1016/j.jclepro.2013.10.042
Yadav, R. (2016). Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. Journal of Retailing and Consumer Services, 33, 92–97. https://doi.org/10.1016/j.jretconser.2016.08.008
Yang, Y.-C., & Zhao, X. (2019). Exploring the relationship of green packaging design with consumers' green trust, and green brand attachment. Social Behavior and Personality, 47(8), 1–10. https://doi.org/10.2224/sbp.8181
Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impact of consumer environmental responsibility on green consumption behavior in China: The role of environmental concern and price sensitivity. Sustainability, 12(5), 2074. https://doi.org/10.3390/su12052074
Zou, L. W., & Chan, R. Y. (2019.) Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology. Journal of Business Research, 94, 113–127. https://doi.org/10.1016/j.jbusres.2018.04.006