This thesis aims to investigate consumer perceptions of sustainability and sustainable packaging in particular. The aim is to understand whether the increased and growing awareness of consumers that is discussed when it comes to environmental issues is real. Furthermore, the aim is to clarify whether this awareness leads consumers to make their own behaviour more sustainable, for example through their purchasing decisions. The paper starts with an analysis of some key concepts, such as packaging in general in the marketing field and sustainable packaging, and then focuses on the role of the new consumer and the studies carried out on the perception and behaviour of consumers when it comes to sustainability. The results of the questionnaire administered to a sample of Italian consumers are then presented, confirming the fact that today's consumers are increasingly aware of the meanings of the words sustainability and sustainable packaging, and that most of them have changed their purchasing habits by making more conscious choices. However, they still do not consider companies active enough on this topic and assess communication on packaging as often unclear or not exhaustive.
Il presente elaborato di tesi ha l'obiettivo di indagare la percezione che i consumatori hanno rispetto alla sostenibilità e in particolare al packaging sostenibile. Ciò che si vuole comprendere è se la maggiore e crescente consapevolezza dei consumatori di cui si discute quando si parla del tema ambientale sia reale. Inoltre lo scopo è chiarire se tale consapevolezza porti poi i consumatori a rendere anche i propri comportamenti più sostenibili, ad esempio attraverso le scelte d'acquisto. Il lavoro inizia con l'analisi di alcuni concetti chiave, come il packaging in generale nell’ambito del marketing e il packaging sostenibile, si focalizza poi sul ruolo del nuovo consumatore e sugli studi fatti rispetto alla percezione e ai comportamenti che i consumatori attuano quando si tratta di sostenibilità. Vengono in seguito presentati i risultati del questionario somministrato a un campione di consumatori italiani, i quali confermeranno il fatto che i consumatori di oggi sono sempre più consapevoli dei significati delle parole sostenibilità e packaging sostenibile e che la maggior parte di essi ha cambiato le proprie abitudini d'acquisto facendo scelte più consapevoli, continuando tuttavia a non ritenere le aziende abbastanza attive su questo argomento e a considerare la comunicazione sui packaging spesso poco chiara o non esaustiva.
Sostenibilità e decisioni d'acquisto del consumatore: focus sul packaging sostenibile.
BOER, ARIANNA
2021/2022
Abstract
This thesis aims to investigate consumer perceptions of sustainability and sustainable packaging in particular. The aim is to understand whether the increased and growing awareness of consumers that is discussed when it comes to environmental issues is real. Furthermore, the aim is to clarify whether this awareness leads consumers to make their own behaviour more sustainable, for example through their purchasing decisions. The paper starts with an analysis of some key concepts, such as packaging in general in the marketing field and sustainable packaging, and then focuses on the role of the new consumer and the studies carried out on the perception and behaviour of consumers when it comes to sustainability. The results of the questionnaire administered to a sample of Italian consumers are then presented, confirming the fact that today's consumers are increasingly aware of the meanings of the words sustainability and sustainable packaging, and that most of them have changed their purchasing habits by making more conscious choices. However, they still do not consider companies active enough on this topic and assess communication on packaging as often unclear or not exhaustive.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/11627