Generational perceptions of pro-environmental packaging advantages

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• 作者：Susanna Besier
• 刊名：uwf UmweltWirtschaftsForum
• 出版年：2015
• 出版时间：December 2015
• 年：2015
• 卷：23
• 期：4
• 页码：315-322
• 全文大小：842 KB
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• 作者单位：Susanna Besier (1)
  
  1. Berlin, Germany
  
• 刊物主题：Environmental Economics; Economics general; Business/Management Science, general; Economics/Management Science, general;
• 出版者：Springer Berlin Heidelberg
• ISSN：1432-2293

文摘

This study aims to find out, if the pro-environmental advantage of a sustainably packaged personal care product can be the distinctive factor in a consumer’s buying decision. The special case of Unilever’s ‘compressed-deodorants was used in order to examine consumers-motivators and barriers when buying a pro-environmental good. An additional key aim of the study was to explore, whether this newly packaged deodorant is seen as a trustworthy measure to promote sustainability or as being a greenwashing ‘portion-shrink- 22 qualitative interviews were conducted, involving respondents from Berlin (Germany) belonging either to the Babyboomer generation (born 1945-959) or the Generation Y (born 1980-995), also known as Millennials. The data revealed that the main influencing factors in selecting a sustainably packaged deodorant were not pro-environmental advantages of the product’s packaging, but aspects such as quality, convenience and price. Furthermore it was found that consumers needed additional information in order to be able to evaluate the correctness of the statement claimed ‘same effect—smaller size- If sufficient information is not provided, the smaller packaging cannot function as a more reliable measure to promote sustainability. Zusammenfassung Dieser Beitrag stellt Ergebnisse qualitativer Interviews dar, die sich mit den Empfindungen von Konsumenten bezüglich nachhaltiger Produktvorteile innovativer Verpackungsdesigns im Bereich von K?rperpflegeprodukten besch?ftigten. Explizit wurden die ?compressed-Deodorants von Unilever als Beispiel für eine solche Verpackungsinnovation verwendet. Befragt wurden konkret zwei Gruppen unterschiedlicher Generationen (aus den Geburtsjahrg?ngen 1945-959 und 1980-995), ans?ssig in Berlin (Deutschland). Herausgefunden wurde, dass Konsumenten bei der Auswahl von nachhaltig verpackten Deodorants nicht umweltfreundliche Aspekte, sondern Faktoren wie Qualit?t, Handlichkeit und Preis als Hauptgründe für den Kauf sehen. Weiterhin sind zus?tzliche Produktinformationen entscheidend dafür, ob ein Konsument zu der neuen Verpackungsinnovation greift, oder sich für die herk?mmliche, gr??ere Variante entscheidet. Reichen solch zus?tzliche Informationen nicht, tendiert der Kunde eher dazu, bei dem bereits bekannten Produkt zu bleiben, au?er ihm nutzt die verkleinerte Produktverpackung, wie etwa im Sinne etwaiger Flugreisebestimmungen.