IJMB Journal – Abstracts
International Journal of Management and Business
IJMB Volume VIII, Issue 1
Examination of a Specific Form of Eco-design: The Case of Eco-packaging
Tian Zeng, Myriam Ertz*, Fabien Durif
Eco-packaging can be defined as packaging designed to have a lesser environmental and ecological impact with a view to meeting more stringent environmental regulations and responding to ever increasing public sensitivity to environmental issues. For managers, investment in an eco-packaging process remains debatable given uncertainty linked to real return on investment. A study by a representative panel of 936 consumers reveals that perceptions of eco-packaging directly impact consumer propensity to purchase. Besides, the positive relationship between perceptions of eco-packaging and purchases of eco-packaged goods is indirectly supported by an increase in an organization’s perceived brand equity and enhanced customer loyalty towards the organization. Collectively, these results provide a priori support for a managerial orientation towards eco-packaging.
Keywords: Eco-packaging; eco-design; brand equity; loyalty; purchase behaviour; mediation analysis.