Sustainability in grocery shopping products: Understanding the effect of sustainable product packaging on customer experience
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2022-08-22
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en
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This paper aims to connect sustainable product packaging (SPP) to customer experience (CE) by researching the hedonic and utilitarian experience of sustainable product packaging with and without characteristics to understand the effect on the CE outcomes: customer satisfaction and customer loyalty. Subsequently, the customer preference for sustainable product packaging was also considered to have a potentially moderating effect. The two SPP conditions were measured through a moderated mediation model to evaluate the research question. Unfortunately, no effect of sustainable product packaging characteristics on customer experience outcomes was found. Nevertheless, sustainable product packaging characteristics has a positive effect on the utilitarian value, also when moderated of customer preference for sustainable product packaging, for the sustainable product packaging without characteristics. No other effect of sustainable product packaging on the customer experience was found. However, there is a positive effect of hedonic and utilitarian values on customer satisfaction and loyalty (H3). Therefore, managers must create a positive hedonic and utilitarian experience to improve customer satisfaction and loyalty. This study contributes to various research topics by linking sustainable grocery packaging characteristics to customer experience and its outcomes in a grocery shopping context.
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Faculteit der Managementwetenschappen