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Over-Packaging: from need to wastage

Author

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  • Elisa Monnot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Fanny Reniou

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Whereas regulations incite companies to reduce over-wrappings, some of them still favour marketing to environmental considerations by over-packaging products. Nevertheless, according to the literature, consumers are more and more ecologically concerned. Therefore addressing the issue of consumers' practices towards over-wrapping and consumers' acceptability of their removal may enrich consumer behaviour research. Thanks to a qualitative study with both observation and interviews, this paper aims at having a better understanding of their reactions to over-packaging reduction. We propose a typology of consumers' perceptions towards over-packaged products and offer several managerial implications for manufacturers implementing over-wrapping reduction strategies.

Suggested Citation

  • Elisa Monnot & Fanny Reniou, 2010. "Over-Packaging: from need to wastage," Post-Print hal-01325138, HAL.
    • Handle: RePEc:hal:journl:hal-01325138
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