Packaging and proenvironmental consumption behavior: Investigating purchase and disposal decisions for beverages.
Van Birgelen, M., Semeijn, J., & Keicher, M. (2009). Packaging and proenvironmental consumption behavior: Investigating purchase and disposal decisions for beverages. Environment and Behavior, 41(1), 125-146. doi:10.1177/0013916507311140
AbstractUnderstanding proenvironmental consumption behavior may enable companies to establish reputational and competitive advantages.
This study generates new insights by analyzing consumer-related factors related to distinct but connected package-related
behaviors regarding beverage consumption: purchase and postconsumption disposal. An online survey among 176 German respondents
provides empirical support for all but one hypothesis. The results suggest that eco-friendly purchase and disposal decisions
for beverages are related to the environmental awareness of consumers and their eco-friendly attitude. Furthermore, consumers
are willing to trade off almost all product attributes in favor of environmentally friendly packaging of beverages, except
for taste and price. The nonsupported hypothesis pertains to the expectation that believing in the positive effects of own
eco-friendly disposal actions will guide ecological disposal behavior. Perceived behavioral control may thus not translate
into actual disposal behavior. Underlying this may be the belief that individual actions are not enough to contribute to a