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Les suremballages : des emballages superflus pour les consommateurs ?

Abstract : Within the current context of the Grenelle Environment Round Table, French government advocates source reduction strategies for over-packaging. But, companies wonder about their impact on consumers. Thanks to video recorded observations and interviews with consumers, this paper aims at examining their practices of purchase, storage and destruction of overpackaging and their beliefs towards them. The findings reveal that over-packaging, which can be unnoticed, is questioned by some consumers. The results allow us to evaluate overpackaging’s perceived usefulness according to six criteria for four profiles of consumers and to propose managerial recommendations in terms of over-packaging removal by adapting products, communication as well as distribution.
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  • HAL Id : hal-01123727, version 1


Elisa Monnot, Fanny Reniou. Les suremballages : des emballages superflus pour les consommateurs ?. Décisions Marketing, Association Française du Marketing, 2012, 65, pp.31-42. ⟨hal-01123727⟩



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