Consumer characterization from their preferences towards biodegradable packaging, a market segmentation

Authors

DOI:

https://doi.org/10.31637/epsir-2024-801

Keywords:

bioplastic, biodegradable packaging, sustainable practices, purchase decision, environmental sustainability, consumer behavior, sustainable consumption, conscious consumption

Abstract

Introduction: Given the high pollution due to plastic, biodegradable packaging has been developed that improves waste recycling. Likewise, consumers are more sensitive to the problems derived from the use of plastic, changing their purchasing habits. The objective of this study is to identify the influence that the characteristics of biodegradable packaging have on the consumer's purchasing decision, as well as the laws and regulations that govern its use. Methodology: Quantitative study of a sample of 319 consumers from a region in the southwest of Colombia, confidence of 95% and error of 5.5%. Statistical techniques were used: logistic regression model and cluster analysis. Results: Price is what most influences the purchasing decision of biodegradable packaging; additionally, the market was segmented into three consumer groups. Conclusions: In price-sensitive products, which vary according to design and materials, this variable was found to be the most influential. Additionally, there are three market segments: 1. Willing to use, (aware and willing to pay more) 2. Educators, (request training to increase use) and 3. Laws and trust in the product, (concerned about the legal framework and confidence in biodegradable packaging).

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Author Biographies

Madeline Melchor Cardona, Universidad Autónoma de Occidente

PhD in Business Management - University of Valencia - Spain; Master in Industrial Engineering; Specialist in Systems (Organizational Systemic) and professional in Statistics from Universidad del Valle. With experience in leading the measurement system of the organization and market research with systemic approach and through different statistical methods. Teaching experience in the area of market research from the quantitative approach. Work experience in market research in production and service companies. Currently, she is a full time professor at the Universidad Autónoma de Occidente. She is Coordinator of the Marketing and Advertising Research Group - GIMPU category B in Colciencias and works in the line of research on consumer behavior.

Ximena Romero Yesquen, Universidad Autónoma de Occidente

Marketing and International Business student in her last semester at the Universidad Autónoma de Occidente. Finalist in the first edition of the Datathon of the Pacific and with experience in market research and leading processes of the sales force of organizations.

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Published

2024-09-16

How to Cite

Melchor Cardona, M., & Romero Yesquen, X. (2024). Consumer characterization from their preferences towards biodegradable packaging, a market segmentation. European Public & Social Innovation Review, 9, 1–18. https://doi.org/10.31637/epsir-2024-801

Issue

Vol. 9 (2024)

Section

Humanism and Social Sciences

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Copyright (c) 2024 Madeline Melchor Cardona (Autor de Correspondencia); Ximena Romero Yesquen

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