Investigating Consumer Preferences towards Sustainability in Product Packaging
Petit, Lisa (2017)
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702062069
https://urn.fi/URN:NBN:fi:amk-201702062069
Tiivistelmä
This research-oriented thesis investigates to which extent German consumers consider the sustainability aspect of a product package as their main factor in preferring a product. The research was conducted based on a comparison between two specific smoothies from the Company A and Company B brands. Company A smoothies are packed in glass bottles, whereas Company B smoothies are sold in plastic bottles. For the scope of the thesis, sustainable product packaging was defined regarding its contribution to post-consumer waste reduction.
The thesis research was conducted over a period of three months. The aim of the research was to find out whether consumers consciously prefer the product that has a more sustainable package, or whether other attributes mainly account for their preference. Data was collected by using a qualitative interviewing method.
The thesis comprises theory from product packaging, consumer buying behaviour and sustainable consumer buying behaviour with regard to behaviour towards sustainable product packaging.
The research was carried out by using the semi-structured interviewing method. In total, three interviews were conducted. The interviews were audio-recorded and transcribed afterwards. The data was organized by means of a coding table for analysis purposes.
The research findings illustrate the fact that all consumers preferred the more sustainable package from Company A (glass bottle). However, the aspect of sustainability was not the main decisive factor for their preference. Consumers preferred the product package for reasons of its premium looking design, its reusability and the supposed better quality of the product.
The thesis research was conducted over a period of three months. The aim of the research was to find out whether consumers consciously prefer the product that has a more sustainable package, or whether other attributes mainly account for their preference. Data was collected by using a qualitative interviewing method.
The thesis comprises theory from product packaging, consumer buying behaviour and sustainable consumer buying behaviour with regard to behaviour towards sustainable product packaging.
The research was carried out by using the semi-structured interviewing method. In total, three interviews were conducted. The interviews were audio-recorded and transcribed afterwards. The data was organized by means of a coding table for analysis purposes.
The research findings illustrate the fact that all consumers preferred the more sustainable package from Company A (glass bottle). However, the aspect of sustainability was not the main decisive factor for their preference. Consumers preferred the product package for reasons of its premium looking design, its reusability and the supposed better quality of the product.