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What do Female Consumers Think about Sustainable Packaging?

Author

Listed:
  • María Aránzazu SULÉ-ALONSO

    (Department of Business Management and Economics. University of León)

  • Inés BARBETA-MARTà NEZ

    (CIHEAM Zaragoza, Mediterranean Agronomic Institute of Zaragoza)

  • Rosana FUENTES-FERNÃ NDEZ

    (Department of Business Management and Economics. University of León)

Abstract

This study explores the level of knowledge among Spanish consumers regarding sustainability and their opinions on new sustainable packaging options, such as bio-based materials or bagasse. We conducted an online questionnaire at a national level, followed by multivariate analysis to derive conclusive results. Our findings, based on 254 participants, indicate that only 44% of consumers integrate sustainability into their daily lives. Key characteristics deemed important for sustainable packaging include environmental friendliness (85%), use of clean energy (72.5%), ease of reuse (85.8%), and recyclable materials (80.8%). Factor analysis reveals three categories: manufacturing characteristics, security, and price. Cluster analysis identifies two groups: one concerned with container safety and another seeking achievable sustainability.

Suggested Citation

  • María Aránzazu SULÉ-ALONSO & Inés BARBETA-MARTà NEZ & Rosana FUENTES-FERNà NDEZ, 2024. "What do Female Consumers Think about Sustainable Packaging?," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 9-17, March.
    • Handle: RePEc:aes:jetimm:v:1:y:2024:i:1:p:9-17
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    References listed on IDEAS

    as
    1. Juran Kim, 2018. "Social dimension of sustainability: From community to social capital," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), pages 175-181, April.
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    More about this item

    Keywords

    Sustainability; food consumption trends; packaging; bio-based; bio-plastic.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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