Wpływ proekologicznego charakteru opakowań na intencje zakupowe i wizerunek marki

• Authors: Dagna Siuda

Abstracts

PL

W związku z rosnącą świadomością konsumentów dotyczącą zagrożeń związanych ze stanem środowiska naturalnego zaczęto szukać opcji działania zmniejszających negatywny wpływ na planetę, a firmy musiały zrewidować swoją ofertę i nauczyć się skutecznie komunikować proekologiczne cechy swoich marek. Jednym ze sposobów takiej komunikacji jest zawarcie odpowiednich informacji bezpośrednio na opakowaniu, co przynosi efekty zwłaszcza w przypadku osobistych zakupów w sklepie. Głównym celem tego artykułu jest próba oceny wpływu elementów proekologicznych prezentowanych na opakowaniach produktów na intencje zakupowe konsumentów oraz wizerunek marki. Aby zrealizować owe założenia, wykonano badanie empiryczne w technice eksperymentu, polegające na prezentacji uczestnikom fizycznych prototypów opakowań i eksploracji ich preferencji zakupowych. Wykorzystano prototypy opakowań reprezentujące pięć różnych rodzajów produktów – część z nich charakteryzowały cechy proekologiczne, podczas gdy pozostałe takich cech nie posiadały. Wyniki potwierdzają pozytywny wpływ czynników proekologicznych umieszczonych na opakowaniach na intencje zakupowe konsumentów, a także na wizerunek marki (marki ekologiczne postrzegano jako wysokojakościowe i ciekawe). W czterech z pięciu analizowanych kategorii produktowych najwięcej respondentów zdecydowałoby się na zakup marki zawierającej elementy prośrodowiskowe. Wyniki badań wskazują na potencjalne korzyści dla właścicieli marek, płynące z umieszczenia proekologicznych treści na opakowaniach, mogące stanowić źródło przewagi konkurencyjne.

Keywords

PL

green marketing; opakowania; wizerunek marki; decyzje zakupowe; zachowania konsumenckie

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2023
• Issue: 3
• Pages: 22-32

Dates

published

2023

Contributors

author

Dagna Siuda

• Politechnika Łódzka

• https://orcid.org/0000000291611354

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Identifiers

DOI

10.33226/1231-7853.2023.3.2

Biblioteka Nauki

38103917