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Consumer reactions to packaging-free product dispensers: a variety of buyers’ profiles to consider

Author

Listed:
  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université)

  • Fabien Durif

    (UQAM - Université du Québec à Montréal = University of Québec in Montréal)

  • Cindy Lombart

    (Audencia Business School)

  • Olga Untilov

    (Audencia Business School)

  • Florence Charton-Vachet

    (Audencia Business School)

Abstract

This study investigates consumer reactions to dispensers offering solid packaging-free products (e.g. pasta, lentils, cereals) integrated in a delimitated area in a grocery store. More specifically, the research examines the impacts of the overall appeal of packaging-free solid food product dispensers and their perceived ease of use on consumers' intention to use these dispensers and purchase packaging-free products. Moreover, using a set of variables, different buyer profiles are highlighted. Design/methodology/approach The field study for this research was conducted in a delimitated area (i.e. a shop within a shop) dedicated to solid packaging-free products (e.g. pasta, lentils, cereals) in a university cooperative store in the province of Quebec, Canada. A total of 456 buyers and consumers of packaging-free products from this store took part in the field study and completed our survey. Findings This study shows packaging-free dispensers' overall appeal and perceived ease of use to be determinants of consumers' intention to use these dispensers and purchase packaging-free products. The Rebus (response-based procedure for detecting unit segments) method highlights the need to consider three buyer profiles (enthusiastic, pragmatic, and sceptical) with different reactions to the specific dispensers used by retailers for packaging-free products. Originality/value This study focuses on buyers' reactions to packaging-free dispensers in stores, during the purchase process, whereas previous ones highlighted the drivers of and barriers to consumer adoption of packaging-free products (before the purchasing process starts). It also points to the need to fine-tune the segmentation of consumers of packaging-free products, which must be based not only on consumers' previous experience or familiarity with these products but also on the integration of their drivers and barriers.

Suggested Citation

  • Didier Louis & Fabien Durif & Cindy Lombart & Olga Untilov & Florence Charton-Vachet, 2024. "Consumer reactions to packaging-free product dispensers: a variety of buyers’ profiles to consider," Post-Print hal-04785139, HAL.
    • Handle: RePEc:hal:journl:hal-04785139
    DOI: 10.1108/IJRDM-12-2023-0693
    Note: View the original document on HAL open archive server: https://hal.science/hal-04785139v1
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    References listed on IDEAS

    as
    1. F. Francesca de Canio & G. Viglia & C. Lombart, 2024. "Package-free products: How to improve pro-environmental buying behaviors among consumers," Post-Print hal-04315034, HAL.
    2. De Canio, Francesca & Viglia, Giampaolo & Lombart, Cindy, 2024. "Package-free products: How to improve pro-environmental buying behaviors among consumers," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    3. Gesa Henriette Marken & Jacob Hörisch, 2019. "Purchasing unpackaged food products [Der Einkauf unverpackter Lebensmittel]," Sustainability Nexus Forum, Springer, vol. 27(3), pages 165-175, December.
    4. Didier Louis & Cindy Lombart & Fabien Durif, 2021. "Packaging-free products: A lever of proximity and loyalty between consumers and grocery stores," Post-Print hal-03379616, HAL.
    5. Fuentes, Christian & Enarsson, Petronella & Kristoffersson, Love, 2019. "Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 258-265.
    6. Sianne Gordon‐Wilson & Pratik Modi & Jacqueline K. Eastman, 2022. "Values, personality traits, and packaging‐free shopping: A mixed‐method approach," Business Ethics, the Environment & Responsibility, John Wiley & Sons, Ltd., vol. 31(2), pages 546-561, April.
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    8. Amon Rapp & Alessandra Marino & Rossana Simeoni & Federica Cena, 2017. "An ethnographic study of packaging-free purchasing: designing an interactive system to support sustainable social practices," Behaviour and Information Technology, Taylor & Francis Journals, vol. 36(11), pages 1193-1217, November.
    9. Louis, Didier & Lombart, Cindy & Durif, Fabien, 2021. "Packaging-free products: A lever of proximity and loyalty between consumers and grocery stores," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    Full references (including those not matched with items on IDEAS)

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