engleski

Consumer Attitude-Behaviour Gap and Ethical Implications in the Context of Packaging Choice

Public interest in environment preservation and sustainability is increasing and consumers are more and more aware of their actions and how their decisions in the consumption process are having effect on the environment. Environmental issues resulted in environmentally responsible consumers because, through the years, many consumers realised how their purchasing behaviour affects the environment. Modern packaging is a part of the company’ s marketing effort that has become increasingly important in consumer need satisfaction, cost savings, and the reduction of package material usage leading towards environment preservation but also to substantial improvements in corporate profits. Packaging is having tremendous impact on consumer thanks to its communicational aspects. Furthermore, different types of packaging in terms of size and/or packaging material are having different level of impact on the environment and are also differently contributing to the corporate profits. Therefore, it could be assumed that producers will favour the type of packaging that will provide better profits but also maintain profitable marketing exchange relationships with consumers. Consumer’ s motivational set and ethics differs from the corporate and could be assumed to be more pro-environmental. Recent research shows an increasing number of consumers who are willing to pay more for environmentally friendly products. However, there are often proofs of inconsistency between attitudes and behaviour. The main purpose of this paper is to analyse the attitude-behaviour gap in the context of packaging choice. In this paper, authors will try to determine variables that are main moderators of consumption behaviour and consumer ethics in the relation with the packaging choice. The findings will help to understand the roots of attitude-behaviour gap but also will try to provide suggestions how to minimise the influence of the gap in academic context.

consumer behaviour ; managerial ethics ; packaging decisions

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