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Why Buy Free? Exploring Perceptions of Bottled Water Consumption and Its Environmental Consequences

Author

Listed:
  • Paul W. Ballantine

    (UC Business School, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand)

  • Lucie K. Ozanne

    (Department of Management, Marketing and Entrepreneurship, UC Business School, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand)

  • Rachel Bayfield

    (Thunder, San Francisco, CA 94104, USA)

Abstract

This exploratory study examines the consumption motivations of those consumers who choose to buy bottled water, while at the same time exploring the perceptions they hold about the potential environmental consequences of their actions. Based upon a sample of sixteen participants aged from 19 to 56, our findings revealed five main themes as to why people purchase bottled water, including: (1) Health, comprising the two subthemes of personal health and cleanliness, (2) the bottle, (3) convenience, (4) taste, and (5) self-image. Our findings also highlighted the perceptions held about the environmental consequences of bottled water consumption and the considerable challenges marketers have to address if they are to persuade consumers to consider alternatives to this consumption practice.

Suggested Citation

  • Paul W. Ballantine & Lucie K. Ozanne & Rachel Bayfield, 2019. "Why Buy Free? Exploring Perceptions of Bottled Water Consumption and Its Environmental Consequences," Sustainability, MDPI, vol. 11(3), pages 1-11, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:757-:d:202459
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    References listed on IDEAS

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    1. Barbara Borusiak & Andrzej Szymkowiak & Bartłomiej Pierański & Katarzyna Szalonka, 2021. "The Impact of Environmental Concern on Intention to Reduce Consumption of Single-Use Bottled Water," Energies, MDPI, vol. 14(7), pages 1-16, April.
    2. Geir Wæhler Gustavsen & Atle Wehn Hegnes, 2020. "Turning the Tap or Buying the Bottle? Consumers’ Personality, Understanding of Risk, Trust and Conspicuous Consumption of Drinking Water in Norway," Sustainability, MDPI, vol. 12(18), pages 1-15, September.
    3. Zapata, Oscar, 2021. "The relationship between climate conditions and consumption of bottled water: A potential link between climate change and plastic pollution," Ecological Economics, Elsevier, vol. 187(C).
    4. Isabella Gambino & Francesco Bagordo & Benedetta Coluccia & Tiziana Grassi & Giovanni De Filippis & Prisco Piscitelli & Biagio Galante & Federica De Leo, 2020. "PET-Bottled Water Consumption in View of a Circular Economy: The Case Study of Salento (South Italy)," Sustainability, MDPI, vol. 12(19), pages 1-13, September.
    5. Farida Saleem, 2021. "Antecedents of the Green Behavioral Intentions of Hotel Guests: A Developing Country Perspective," Sustainability, MDPI, vol. 13(8), pages 1-15, April.
    6. Mkaddem, Chamseddine & Mahjoubi, Soufiane, 2022. "Climate change and its impact on water consumption in Tunisia: Evidence from ARDL approach," MPRA Paper 115658, University Library of Munich, Germany, revised Dec 2022.

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