Packaging-free products: A lever of proximity and loyalty between consumers and grocery stores - Audencia Access content directly
Journal Articles Journal of retailing and consumer services Year : 2021

Packaging-free products: A lever of proximity and loyalty between consumers and grocery stores

Abstract

This research investigates the consequences for retailers and their stores of a new sustainable consumption trend—the purchase and consumption of bulk products. It examines the effects of offering packaging-free products on three subdimensions of perceived proximity (identity, process, and relational) and on transactional loyalty (satisfaction–loyalty) and relational loyalty (satisfaction–trust–loyalty). A total of 1407 buyers and consumers of bulk products at a convenience store (of a university cooperative style) filled out an online questionnaire. These consumers were then divided into three subgroups (convinced, pragmatic, and wary). This research empirically establishes that unpacked products are a strategic tool for retailers and their stores to create or strengthen the relationships established with their customers. Unpacked products and the proximity they create between a consumer and a store are the first link in the development or preservation of a relational chain between the consumer and the store. Moreover, the step reached by the consumer in his process of purchasing and consuming packaging-free products (from the discovery stage to the already well-established habit) has a direct impact on the relational chain built.
Fichier principal
Vignette du fichier
Louis_Lombart_Durif.pdf (653.67 Ko) Télécharger le fichier
Origin Files produced by the author(s)

Dates and versions

hal-03379616 , version 1 (15-10-2021)

Identifiers

Cite

Didier Louis, Cindy Lombart, Fabien Durif. Packaging-free products: A lever of proximity and loyalty between consumers and grocery stores. Journal of retailing and consumer services, 2021, 60, pp.102499. ⟨10.1016/j.jretconser.2021.102499⟩. ⟨hal-03379616⟩
71 View
147 Download

Altmetric

Share

Gmail Mastodon Facebook X LinkedIn More