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).

Downloads

Download data is not yet available.

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.

References

Agnieszka, B. y Agnieszka, S. (2023). Consumer awareness of biodegradability of food products packaging. Sustainability. https://doi.org/10.3390/su151813980 DOI: https://doi.org/10.3390/su151813980

AIMPLAS. (2020). ¿Qué son los bioplásticos? AIMPLAS. https://bit.ly/4bx05D4

Amigos del Ambiente. (15 de agosto de 2023). En qué consiste la ley 2232 del 2022 sobre desechables biodegradables. https://amigosdelambiente.com/ley-desechables-biodegradables/

Anquez, E., Raab, K., Schneider, F. y Wagner, R. (2022). Consumers’ perception of sustainable packaging in the food industry. Direitos Culturais. https://doi.org/10.20912/rdc.v17i41.728 DOI: https://doi.org/10.20912/rdc.v17i41.728

Arce, M. J. (25 de mayo de 2023). Conoce las nuevas normativas europeas sobre envases y embalajes. ICEX España Exportación e Inversiones. https://bit.ly/45UWdKX

Cammarelle, A., Viscecchia, R. y Bimbo, F. (2021). Intention to purchase milk packaged in biodegradable packaging: Evidence from Italian consumers. Foods, 10(9). https://doi.org/10.3390/foods10092068 DOI: https://doi.org/10.3390/foods10092068

Colprinter. (2023). Tendencias en la producción y uso de empaques sostenibles. https://bit.ly/3RQUIHV

Díaz Cuevas, M. P., Becerra Fernández, D. y Fernández Tabales, A. (2022). La incorporación de conceptos emergentes en la investigación turística: ¿Hacia una transición turística inteligente? En R. Curto Rodríguez, E. López Meneses y R. M. Torres Valdés (Coords.), Investigaciones de nuevo cuño en la Academia (pp. 195-210). Thomson Reuters-Aranzadi.

Dominic, C. A., Östlund, S., Buffington, J. y Masoud, M. M. (2015). Towards a conceptual sustainable packaging development model: A corrugated box case study. Packaging Technology and Science, 28(5), 397-413. https://doi.org/10.1002/pts.2113 DOI: https://doi.org/10.1002/pts.2113

Ecozema. (2016). Biodegradabilidad y compostabilidad. Ecozema. https://ecozema.com/es/focus/biodegradabilidad-y-compostabilidad/

Ecozema. (2016). Norma EN13432. Ecozema. https://ecozema.com/es/focus/norma-en13432/

Fernández Gamboa, A. A. (2019). Identificación de nuevas tecnologías de empaques biodegradables en la industria de alimentos con mayor potencial de desarrollo en Colombia. Fundación Universidad de América. http://hdl.handle.net/20.500.11839/7252

Filho, W., Barbir, J., Abubakar, I., Paço, A., Stasiskiene, Z., Hornbogen, M., Fendt, M., Voronova, V. y Klõga, M. (2022). Consumer attitudes and concerns with bioplastics use: An international study. PLOS ONE. https://doi.org/10.1371/journal.pone.0266918 DOI: https://doi.org/10.1371/journal.pone.0266918

Gálvez, M. (2022). ¿Cuál es el impacto del plástico en nuestro planeta? The Climate Reality Project. https://bit.ly/3xNo2bm

Guerra, P. (2022). Del consumismo al consumo responsable. Experiencias recientes para el caso uruguayo y tendencias post pandemia. Tekoporá. Revista Latinoamericana de Humanidades Ambientales y Estudios Territoriales, 4(1), 188–210. https://doi.org/10.36225/tekopora.v4i1.152

Helkington, J. y Hailes, J. (1989). The green consumer guide: From shampoo to champagne: High-street shopping for a better environment. V. Gollancz.

Herrera, J. J., Rondón, T. E. y Samaniego, J. S. S. (2022). Panorama de las hojas de ruta de economía circular en América Latina y el Caribe. Documentos de Proyectos. Comisión Económica para América Latina y el Caribe. https://hdl.handle.net/11362/48632

Herrmann, C., Rhein, S. y Sträter, K. F. (2022). Consumers' sustainability-related perception of and willingness-to-pay for food packaging alternatives. Resources, Conservation and Recycling, 181. DOI: https://doi.org/10.1016/j.resconrec.2022.106219

IBM. (2020). Los consumidores, dispuestos a pagar más por aquellos productos de marcas que abanderen la sostenibilidad y la transparencia. IBM España News Room. https://ibm.co/3xCnNQz

Kautish, P., Paul, J. y Sharma, R. (2019). The moderating influence of environmental consciousness and recycling intentions on green purchase behavior. Journal of Cleaner Production, 228, 1425–1436. https://doi.org/10.1016/j.jclepro.2019.04.389 DOI: https://doi.org/10.1016/j.jclepro.2019.04.389

Kirve, P. (2022). Empaques ecológicos y personalizados: las 4 tendencias en los servicios de alimentos. The Food Tech. https://bit.ly/4cl9v5O

Koons, E. S. K. (2019). What is biodegradable packaging. Desjardin. https://www.desjardin.fr/en/blog/what-is-biodegradable-packaging

Méndez Caicedo, M. M. (2020). Marketing ecológico: incidencia del empaque biodegradable en el proceso de decisión de compra de productos de repostería en la localidad de Chapinero [Tesis de grado]. Universidad EAFIT. http://hdl.handle.net/10784/16271

Minderoo Foundation. (2021). Plastic Waste Makers Index. https://www.minderoo.org/plastic-waste-makers-index/

Minderoo Foundation. (2021). Plastic Waste Makers Index. https://www.minderoo.org/plastic-waste-makers-index/

Minina, N. y Sinelnikova, O. (2023). Biodegradable food packaging as a criterion for ensuring food safety. IOP Conference Series. https://doi.org/10.1088/1755-1315/1206/1/012044 DOI: https://doi.org/10.1088/1755-1315/1206/1/012044

Ministerio del Ambiente y Desarrollo Sostenible. (2024). Estrategia Circular de Economía Circular. https://bit.ly/4cEjWRC

Moran, M. (2023). Consumo y producción sostenibles - Desarrollo Sostenible. Desarrollo Sostenible. https://bit.ly/4boP2M9

Morone, P., Caferra, R., D’Adamo, I., Falcone, P. M., Imbert, E. y Morone, A. (2021). Consumer willingness to pay for bio-based products: Do certifications matter? International Journal of Production Economics, 240. https://doi.org/10.1016/j.ijpe.2021.108248 DOI: https://doi.org/10.1016/j.ijpe.2021.108248

Naciones Unidas. (2015). Objetivo 12—Garantizar modalidades de consumo y producción sostenibles: un requisito esencial para el desarrollo sostenible. https://bit.ly/3VQdtfH

Noticias ONU. (2021). La economía circular: un modelo económico que lleva al crecimiento y al empleo sin comprometer el medio ambiente. https://news.un.org/es/story/2021/03/1490082

Osona Seal Pack. (2022). El envase del futuro: con bioplásticos y biodegradable. https://www.osonasealpack.com/envase-del-futuro/

Osp. (2022). El envase del futuro: con bioplásticos y biodegradable. Osona Seal Pack. https://www.osonasealpack.com/envase-del-futuro/

Panou, A. y Karabagias, J. (2023). Biodegradable packaging materials for foods preservation: Sources, advantages, limitations, and future perspectives. Coatings. https://doi.org/10.3390/coatings13071176 DOI: https://doi.org/10.3390/coatings13071176

Pinto, C., Cardona, J. y Polanco, M. (2023). Percepción de consumidores y perspectivas de industrias de alimentos de Cali sobre el uso de bioplástico en sus empaques. Revista Universidad y Empresa, 25(44). https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.12506 DOI: https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.12506

Prakash, G. y Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385-393. https://doi.org/10.1016/j.jclepro.2016.09.116 DOI: https://doi.org/10.1016/j.jclepro.2016.09.116

Programa de las Naciones Unidas para el Desarrollo. (s. f.). Objetivos de desarrollo sostenible. https://bit.ly/4bBGt0y

Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K. y Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38. https://doi.org/10.1509/jppm.30.1.31 DOI: https://doi.org/10.1509/jppm.30.1.31

Rivera, C., Contreras, F., Ariza, W. B., Bonilla, S. y Cruz, A. T. (2019). Los empaques biodegradables, una respuesta a la consciencia ambiental de los consumidores. Realidad Empresarial, 7, 2-8. https://doi.org/10.5377/reuca.v0i7.7830 DOI: https://doi.org/10.5377/reuca.v0i7.7830

Rubio, P. A. V. (2019). Reducir el uso de plástico podría llegar a significar sobrecostos hasta de 30%. Diario La República. https://bit.ly/4cs7xAx

Shafi, H. y Bajpai, M. (2022). A review on importance of biodegradable packaging for foods and pharmaceuticals. Current Nutrition & Food Science. https://doi.org/10.2174/1573401318666220421131542 DOI: https://doi.org/10.2174/1573401318666220421131542

Soto, K. (2021). Empaques biodegradables: ventajas de usarlos. Dagusto. https://bit.ly/3xMlz0Y

Soto, K. (2021). Empaques biodegradables: ventajas de usarlos. Dagusto. https://bit.ly/4eILXJP

Wanatop. (2022). Bioplásticos: la solución sostenible del futuro. Infinitia Industrial Consulting. https://bit.ly/3Wc9tYc

Westbrook, G. (2019). Un mundo libre de plástico. Euromonitor International. https://www.euromonitor.com/article/un-mundo-libre-de-plastico

WWF. (s.f.). Se une al Pacto por los Plásticos en Colombia. Org.co. https://bit.ly/3zGUi0k

Downloads

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

INNOVATING BUSINESS NARRATIVES: PERSUASION AND ADAPTATIONS TO THE NEW SOCIETY

License

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

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Authors who publish with this journal agree to the following terms:
  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Non Commercial, No Derivatives Attribution 4.0. International (CC BY-NC-ND 4.0.), that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).