Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/30269
Autoria: | Branca, G. Loureiro, S. M. C. Rescinity, R. |
Editor: | M.T. Cuomo G. Metallo G. Festa A. Giordano |
Data: | 2022 |
Título próprio: | Are consumers actually willing to pay more for sustainable packaging?: A choice-based conjoint analysis |
Título e volume do livro: | Proceedings of the XIX SIM Conference “Next Generation Marketing. Place, People, Planet: cooperation & shared value for a new era of critical marketing |
Título do evento: | SIM 2022: Next generation marketing people, planet, place: Cooperation & shared value for a new era of critical marketing |
Referência bibliográfica: | Branca, G., Loureiro, S. M. C., & Rescinity, R. (2022). Are consumers actually willing to pay more for sustainable packaging?: A choice-based conjoint analysis. Em M.T. Cuomo, G. Metallo, G. Festa, & A. Giordano (Eds.). Proceedings of the XIX SIM Conference “Next Generation Marketing. Place, People, Planet: cooperation & shared value for a new era of critical marketing. Società Italiana Marketing. http://hdl.handle.net/10071/30269 |
ISBN: | 978-88-943918-8-6 |
Palavras-chave: | Sustainable packaging Willingness to pay a premium price Actual behaviour Attitude-behaviour gap Conjoint analysis |
Resumo: | In response to the increasing emphasis on sustainability and shifting consumer awareness of environmental protection, companies are adapting their product offerings to be greener. These changes include the adoption of more sustainable packaging. While it would appear that consumers are willing to embrace eco-friendly behaviour, however, the attitude-behaviour gap – that is, the difference between the favourable attitude towards sustainable practices and the less frequent adoption – remains relevant. Furthermore, it is unclear if and how much more consumers are actually willing to pay for a product with sustainable packaging, compared to their stated intentions. This study aims to analyse the willingness to pay a premium price for sustainable packaging, focusing on actual behaviour – instead of attitudes – through an experimental study employing choice-based conjoint analysis and real food packaging. The results show that consumers are willing to spend significantly more for the packaging alternative that they believe is greener. This research intends to extend the previous literature on sustainable packaging, which focused more on the study of attitudes, providing evidence about actual pro-environmental behaviour. From a practical point of view, the article presents insight for managers and practitioners about the development of effective sustainable packaging strategies. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Tamanho | Formato | |
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conferenceObject_92360.pdf | 311,48 kB | Adobe PDF | Ver/Abrir |
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