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Book part
Publication date: 11 March 2025

Eva Tutchell and John Edmonds

Abstract

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The Stalled Revolution: Is Equality for Women an Impossible Dream?
Type: Book
ISBN: 978-1-83549-193-5

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Article
Publication date: 17 December 2024

Fanny Reniou, Elisa Robert-Monnot and Sarah Lasri

Packaging-free shopping disrupts the usual retailing and consumption patterns in which packaging usually plays a central role. When manufacturers no longer offer predetermined…

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Abstract

Purpose

Packaging-free shopping disrupts the usual retailing and consumption patterns in which packaging usually plays a central role. When manufacturers no longer offer predetermined packaging, how do retailers and consumers ensure packaging functions? Investigating the way packaging-free actors appropriate packaging functions during use is particularly important because they exert a new power over these functions, which can be challenging to appropriate. The purpose of this study is to contribute to a deeper understanding of why packaging-free shopping can be perceived as constraining.

Design/methodology/approach

Drawing from the literature on packaging functions and adopting Miller’s conceptual framework of appropriation, this research uses a qualitative method with a variety of discursive and visual data, including 54 interviews with experts from packaging-free product stores and consumers, 190 Instagram consumer posts and 428 in-store and at-home photographs.

Findings

This research shows that packaging-free actors jointly appropriate packaging functions through two modes of appropriation (assimilation and accommodation) each encompassing distinct strategies and highlights the misappropriation that actors can experience, especially when prioritizing one function over another.

Originality/value

This research contributes to the literature on packaging-free shopping, an emergent and growing trend that challenges conventional shopping models. The research reveals dark sides of packaging-free shopping – namely, the damaging effects on health and the environment and social exclusion. In particular, it discusses the ambivalence of the packaging-free shopping environmental function. This research also deepens insight into how individual acts of appropriation may lead to misappropriation.

Details

Journal of Product & Brand Management, vol. 34 no. 2
Type: Research Article
ISSN: 1061-0421

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