Values, personality traits, and packaging-free shopping: A mixed-method approach

Abstract

This research examines packaging-free shopping, which contributes to reducing the negative impact of plastic packaging on the environment, and its’ relationship with green consumption values, value consciousness, and psychological traits. A mixed-methods approach is adopted with quantitative followed by qualitative research. Study 1 recruits 240 respondents from social media and the lead author's university website to examine different factors that increase consumers’ likelihood of packaging-free shopping. Study 2 recruits packaging-free shoppers from Facebook Pages, explores these findings and provides further insights. Study 1 finds that consumers are driven more by green consumer values than by value consciousness, and consumers who are more conscientious are more likely to do packaging-free shopping. Study 2 supports this by finding that green consumer values drive packaging-free shopping, but this in only one part of their green efforts. The research contributes by illustrating the importance of conscientiousness specifically in the domain of packaging-free shopping and that these packaging-free shoppers are not driven in terms of value for money but by addressing their green consumer values. We recommend that packaging-free retailers and policy makers utilize promotional efforts to communicate how packaging-free shopping provides a balance with consumers’ green values for these shoppers, how it fits in with their other green efforts, and how these shopping efforts are making a difference in helping the environment.