Sustainable food packaging, an important purchasing lever for consumers / Constance CALLAT / 2023

Titre : Sustainable food packaging, an important purchasing lever for consumers : To what extent does sustainable food packaging play an important role in the consumers' purchasing decisions ? Type de document : Mémoire Auteurs : Constance CALLAT, Auteur Année de publication : 2023 Importance : 46 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ALIMENTATION ; DEVELOPPEMENT DURABLE ; EMBALLAGE Résumé : At a time when sustainable development is such a hot topic, we are witnessing a real shift in consumption patterns towards more sustainable practices. It is therefore essential for brands to renew and re-imagine their strategies in order to position sustainability at the heart of their values. Sustainability is no longer simply a profit opportunity, but rather an essential condition demanded by consumers and public authorities, particularly for the food industry. This research focuses on sustainable food packaging and the impact it can have on consumer behavior and perceptions. More precisely, this dissertation analyzes the extent to which sustainable food packaging plays a role in consumers' purchasing decisions. The study is based on qualitative research involving 5 interviews with French consumers aged between 24 and 55. This study determines the attitudes and behaviors that consumers may have towards sustainable food packaging, as well as the factors influencing their behaviors and their decision to buy this type of packaging. This research has shown that food packaging plays an important role in the consumer decision-making process, positively influencing the purchase of food products with sustainable packaging. By buying products with sustainable food packaging, consumers are primarily looking to support and protect the environment. They are concerned about the environment and their consumption choices on the planet, which is why they are attracted to this type of product. In terms of marketing implications, the study shows that brands need to do more to educate and inform consumers about sustainable food packaging, as consumers can sometimes lack knowledge. In addition, brands need to provide transparent and clear information to make it easier for consumers to recognize the sustainability of the packaging and to decide whether or not to buy food products with sustainable packaging. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581930