IDEAS home Printed from https://ideas.repec.org/a/bla/inecol/v28y2024i1p100-115.html
   My bibliography  Save this article

Recycled or reusable: A multi‐method assessment of eco‐friendly packaging in online retail

Author

Listed:
  • Britta Frommeyer
  • Julia Koch
  • Carla Scagnetti
  • Manuel Lorenz
  • Gerhard Schewe

Abstract

The rapid growth of online retail increases the demand for packaging. Although packaging is necessary to fulfill logistic and marketing functions, it fosters the depletion of resources, is often used carelessly, and thus negatively impacts the environment. Eco‐friendly packaging variants could provide a solution to this problem. Since many stakeholders must be involved to promote their use, this study develops a conceptual framework that reconciles their different perspectives and combines these with an environmental assessment to facilitate the transition to more sustainable online retail. We apply a multi‐method research approach to investigate the different views. We use qualitative interviews and website analyses to capture the perspective of online retailers, conduct an online survey (n = 1491) to investigate consumers’ perceptions of various product and transport packaging alternatives, and perform a life cycle assessment (LCA) of these options. The findings reveal that online retailers lack knowledge regarding consumer preferences and the environmental impact of packaging. The consumer survey shows a strong preference for packaging made from recycled paper and general avoidance of plastic packaging. The LCA results reveal that recycled and reusable variants are environmentally beneficial. The findings are interpreted in light of the relationships assumed in the conceptual framework. From a theoretical perspective, our results indicate that online retailers are concerned about the signaling role of packaging and that consumers refer to heuristic cues when deciding between packaging variants. We reconcile the different perspectives to propose strategies that contribute to a broader distribution of eco‐friendly packaging in online retail.

Suggested Citation

  • Britta Frommeyer & Julia Koch & Carla Scagnetti & Manuel Lorenz & Gerhard Schewe, 2024. "Recycled or reusable: A multi‐method assessment of eco‐friendly packaging in online retail," Journal of Industrial Ecology, Yale University, vol. 28(1), pages 100-115, February.
  • Handle: RePEc:bla:inecol:v:28:y:2024:i:1:p:100-115
    DOI: 10.1111/jiec.13447
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/jiec.13447
    Download Restriction: no

    File URL: https://libkey.io/10.1111/jiec.13447?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Roland Hischier, 2018. "Car vs. Packaging—A First, Simple (Environmental) Sustainability Assessment of Our Changing Shopping Behaviour," Sustainability, MDPI, vol. 10(9), pages 1-12, August.
    2. Chakori, Sabrina & Aziz, Ammar Abdul & Smith, Carl & Dargusch, Paul, 2021. "Untangling the underlying drivers of the use of single-use food packaging," Ecological Economics, Elsevier, vol. 185(C).
    3. Elisa Monnot & Fanny Reniou & Béatrice Parguel, 2014. "Consumer responses to elimination of overpackaging on private label products," Working Papers halshs-01076408, HAL.
    4. Banjo Roxas & Val Lindsay, 2012. "Social Desirability Bias in Survey Research on Sustainable Development in Small Firms: an Exploratory Analysis of Survey Mode Effect," Business Strategy and the Environment, Wiley Blackwell, vol. 21(4), pages 223-235, May.
    5. Roberts, James A. & Bacon, Donald R., 1997. "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior," Journal of Business Research, Elsevier, vol. 40(1), pages 79-89, September.
    6. Tobias D. Nielsen & Jacob Hasselbalch & Karl Holmberg & Johannes Stripple, 2020. "Politics and the plastic crisis: A review throughout the plastic life cycle," Wiley Interdisciplinary Reviews: Energy and Environment, Wiley Blackwell, vol. 9(1), January.
    7. Caroline Orset & Nicolas Barret & Aurélien Lemaire, 2017. "How consumers of plastic water bottles are responding to environmental policies?," Post-Print hal-01500900, HAL.
    8. repec:dau:papers:123456789/14053 is not listed on IDEAS
    9. Monia Niero & Charlotte L. Jensen & Chiara Farné Fratini & Jens Dorland & Michael S. Jørgensen & Susse Georg, 2021. "Is life cycle assessment enough to address unintended side effects from Circular Economy initiatives?," Journal of Industrial Ecology, Yale University, vol. 25(5), pages 1111-1120, October.
    10. Michael Spence, 2002. "Signaling in Retrospect and the Informational Structure of Markets," American Economic Review, American Economic Association, vol. 92(3), pages 434-459, June.
    11. Fernandes, Maria F. & Randall, Donna M., 1992. "The Nature of Social Desirability Response Effects in Ethics Research," Business Ethics Quarterly, Cambridge University Press, vol. 2(2), pages 183-205, April.
    12. Hoyer, Wayne D, 1984. "An Examination of Consumer Decision Making for a Common Repeat Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 822-829, December.
    13. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    14. Lea Marie Heidbreder & Julia Steinhorst & Manfred Schmitt, 2020. "Plastic-Free July: An Experimental Study of Limiting and Promoting Factors in Encouraging a Reduction of Single-Use Plastic Consumption," Sustainability, MDPI, vol. 12(11), pages 1-23, June.
    15. Dara O'Rourke & Abraham Ringer, 2016. "The Impact of Sustainability Information on Consumer Decision Making," Journal of Industrial Ecology, Yale University, vol. 20(4), pages 882-892, August.
    16. Moreau, C. Page, 2020. "Brand Building on the Doorstep: The Importance of the First (Physical) Impression," Journal of Retailing, Elsevier, vol. 96(1), pages 155-167.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. M. Lahandi Baskoro & Benny Tjahjono & Macarena Beltran & Anna Bogush & Yichuan Wang, 2024. "The imperative of communication signals in boosting business strategies of the bioplastic packaging industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 307-334, February.
    2. Ziynet Boz & Virpi Korhonen & Claire Koelsch Sand, 2020. "Consumer Considerations for the Implementation of Sustainable Packaging: A Review," Sustainability, MDPI, vol. 12(6), pages 1-34, March.
    3. Van Asselt, Joanna & Nian, Yefan & Soh, Moonwon & Morgan, Stephen & Gao, Zhifeng, 2022. "Do plastic warning labels reduce consumers' willingness to pay for plastic egg packaging? – Evidence from a choice experiment," Ecological Economics, Elsevier, vol. 198(C).
    4. Martinez-Carrasco Martínez, Laura & Brugarolas Mollá-Bauzá, Margarita & Gascón Mora,Andrea, 2020. "A consumer behaviour approach to analyse the sustainability of food purchasing," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 20(02), December.
    5. Fecher, André & Robbert, Thomas & Roth, Stefan, 2020. "Per piece or per kilogram? Default-unit effects in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Vincenzo Varriale & Antonello Cammarano & Francesca Michelino & Mauro Caputo, 2021. "Sustainable Supply Chains with Blockchain, IoT and RFID: A Simulation on Order Management," Sustainability, MDPI, vol. 13(11), pages 1-23, June.
    7. Hajer Habib, 2023. "Remittances and Labor Supply: Evidence from Tunisia," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(2), pages 1870-1899, June.
    8. Jialing (Catherine) Lin & Zhimin Zhou & Fucheng Zheng & Xinru Jiang & Ninh Nguyen, 2023. "How do hotel star ratings affect the relationship between environmental CSR and green word‐of‐mouth?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2651-2663, September.
    9. Malin Jonell & Beatrice Crona & Kelsey Brown & Patrik Rönnbäck & Max Troell, 2016. "Eco-Labeled Seafood: Determinants for (Blue) Green Consumption," Sustainability, MDPI, vol. 8(9), pages 1-19, September.
    10. Ferdinand Thies & Sören Wallbach & Michael Wessel & Markus Besler & Alexander Benlian, 2022. "Initial coin offerings and the cryptocurrency hype - the moderating role of exogenous and endogenous signals," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1691-1705, September.
    11. Rod Mccoll & Yann Truong & Antonella La Rocca, 2019. "Service guarantees as a base for positioning in B2B," Post-Print hal-02326105, HAL.
    12. Nakabayashi, Masaki, 2011. "Schooling, employer learning, and internal labor market effect: Wage dynamics and human capital investment in the Japanese steel industry, 1930-1960s," MPRA Paper 30597, University Library of Munich, Germany.
    13. Iris Gavish & Abraham Haim & Doron Kliger, 2021. "‘To LED or Not to LED?’: Using Color Priming for Influencing Consumers’ Preferences of Light Bulbs," Sustainability, MDPI, vol. 13(3), pages 1-12, January.
    14. Shih‐Chu Chou & Zhe‐An Li & Tawei Wang & Ju‐Chun Yen, 2023. "How the quality of initial coin offering white papers influences fundraising: Using security token offerings white papers as a benchmark," Intelligent Systems in Accounting, Finance and Management, John Wiley & Sons, Ltd., vol. 30(1), pages 3-18, January.
    15. Korey Fennell & Jack Fehlberg & Sukhdeep Singh & Laurent M. Matuana & Sungeun Cho & Eva Almenar, 2024. "Consumers’ Behavior toward Packaging Containing Agricultural Waste as a Plastic Filler for Food: An Exploratory Study," Sustainability, MDPI, vol. 16(3), pages 1-22, January.
    16. Summers, Teresa A. & Hebert, Paulette R., 2001. "Shedding some light on store atmospherics: influence of illumination on consumer behavior," Journal of Business Research, Elsevier, vol. 54(2), pages 145-150, November.
    17. Zhang, Hongjuan & Young, Michael N. & Tan, Justin & Sun, Weizheng, 2018. "How Chinese companies deal with a legitimacy imbalance when acquiring firms from developed economies," Journal of World Business, Elsevier, vol. 53(5), pages 752-767.
    18. Cristina Robledo-Ardila & Juan Pablo Román-Calderón, 2022. "Potential: in search for meaning, theory and avenues for future research a systematic review," Management Review Quarterly, Springer, vol. 72(1), pages 149-186, February.
    19. Jascha-Alexander Koch & Michael Siering, 2019. "The recipe of successful crowdfunding campaigns," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(4), pages 661-679, December.
    20. Liu, Ya-Fei & Li, Hui & Liang, Sai, 2022. "Any reputation is a good reputation: influence of investor-perceived reputation in restructuring on hospitality firm performance," Annals of Tourism Research, Elsevier, vol. 92(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:inecol:v:28:y:2024:i:1:p:100-115. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=1088-1980 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.