Department of Marketing and Marketing Research, Agricultural University Wageningen, Hollandseweg 1,.6706 KN Wageningen, The Netherlands
Environ Manage. 1996 Sep;20(5):607-14. doi: 10.1007/BF01204134.
When marketing environmentally responsible packaged products, the producer is confronted with consumer beliefs concerning the environmental friendliness of packaging materials. When making environmentally conscious packaging decisions, these consumer beliefs should be taken into account alongside the technical guidelines. Dutch consumer perceptions of the environmental friendliness of packaged products are reported and compared with the results of a life-cycle analysis assessment. It is shown that consumers judge environmental friendliness mainly from material and returnability. Furthermore, the consumer perception of the environmental friendliness of packaging material is based on the postconsumption waste, whereas the environmental effects of production are ignored. From the consumer beliefs concerning environmental friendliness implications are deduced for packaging policy and for environmental policy.KEY WORDS: Consumer behavior; Environment; Food; Packaging; Perception; Waste
在推广对环境负责的包装产品时，生产商面临着消费者对包装材料环保性的看法。在做出具有环保意识的包装决策时，这些消费者看法应与技术指南一并考虑。报告了荷兰消费者对包装产品环保性的认知，并与生命周期分析评估结果进行了比较。结果表明，消费者主要从材料和可回收性来判断环保性。此外，消费者对包装材料环保性的认知基于消费后的废弃物，而忽略了生产过程中的环境影响。从消费者对环保性的看法中推导出了对包装政策和环境政策的启示。关键词：消费者行为；环境；食品；包装；认知；废弃物
