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Article
Publication date: 26 June 2023

Sanna Sekki, Hannele Kauppinen-Räisänen, Eliisa Kylkilahti and Minna Autio

Research has largely disregarded consumer–packaging interaction in contexts other than retail. Focusing on the powerful cue of colour and consumers’ pleas for sustainability and…

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Abstract

Purpose

Research has largely disregarded consumer–packaging interaction in contexts other than retail. Focusing on the powerful cue of colour and consumers’ pleas for sustainability and drawing on the customer journey and moments of consumption, this study investigates how packaging colour meanings are redefined from retail to home and how the meaning of sustainability for colour transforms.

Design/methodology/approach

A qualitative methodology was employed with 27 informants, who were interviewed in pairs or in small groups of three.

Findings

First, colour meanings emerge outside the retail context, confirming the idea of the packaging journey. Colours are dynamic, as meanings are redefined throughout the voyage. In retail, colour conveys brand, product, environmental and origin-related meanings, while at home it conveys product, food- and health-related meanings. At the end of the journey, colour communicates disposal, environmental, health and origin-related meanings. Second, the meaning of sustainability for colour transforms during the voyage from being conveyed by a colour hue to being perceived as a material and, therefore, as a waste and recycling concern.

Originality/value

The study adds insight into the role of colour in the packaging life cycle, wherein colour transforms from a visual packaging cue to an issue of materiality. The recyclability of colours is a prevailing sustainability issue that deserves attention within the packaging industry. The study argues that although the consumer–packaging interaction in the retail context is essential, managers should recognise that the interaction continues with colours from in-store purchase decisions to consumers’ homes (use and recycling).

Details

International Journal of Retail & Distribution Management, vol. 51 no. 13
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 21 February 2025

Hyowon Hyun, Jungkun Park and Suhyoung Ahn

This study investigates the impact of psychological perception on environmental pollution from over-packaging on consumer behaviours in the online grocery retail market.

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Abstract

Purpose

This study investigates the impact of psychological perception on environmental pollution from over-packaging on consumer behaviours in the online grocery retail market.

Design/methodology/approach

This study uses a quantitative survey to assess the impact of shopping motivations on satisfaction and behaviours in online grocery retailing, while also examining the moderating effects of psychological perceptions of environmental pollution (environmental consciousness, regret and eco-guilt).

Findings

Results indicate that online grocery shopping motivations (informative, convenience and excitement) influence consumer satisfaction, which in turn enhances recommendation and repurchase intentions. Furthermore, environmental consciousness, regret and eco-guilt slightly moderate the relationship between various shopping motives and consumer satisfaction.

Originality/value

This study contributes to the understanding of how environmental considerations influence online shopping behaviour. It highlights the potential for psychological perception regarding over-packaging to drive changes in consumer behaviour.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

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