Sustainable packaging : A study of consumers' loyalty and behavior

The ecological consumer has been a significant and central character in the development of green marketing. In an effort to enhance brand equity and increase consumers’ loyalty, companies are relying on environmental claims. From advances in processes, to product design and packaging materials that diminish waste, companies are more and more emphasizing on sustainability. The findings of previous research aiming to link purchasing and environmental concerns to socio-demographic factors have been generally inconclusive and inconsistent (Peattie, 2001). Therefore, the purpose of this study aims to identify if sustainable packaging can be used as a marketing tool to increase brand equity. In addition, the authors intended to identify who is consuming sustainable products and particularly sustainable packaging. The review of previous research concerning this topic led us to express two hypotheses. First, women are more involved by the purchasing process than men. Second, sustainable consumption is seen as a time consuming activity, economically disadvantageous and stressful (Valor, 2008). Through both a quantitative and a qualitative study we analyzed consumers’ behavior and attitude towards sustainable packaging and green consumption in general. The findings of the study allowed us to conclude that the gap between consumers’ attitude and purchasing decision concerning ecological products in general is important. The main reasons are a lack of communication, promotion and availability regarding these products as well as the high-proposed price. Furthermore, the study confirmed that women are much more involved than men in the consumption decision making process in both “classic and green” purchasing.