Balancing the environment and customer value: evaluation of the attractiveness of label-free plastic bottles for green tea

• Published in: Asia Pacific journal of marketing and logistics Vol. 36; no. 6; pp. 1429 - 1441
• Main Authors: Kato, Takumi, Endo, Yuko, Fujiwara, Sayu, Zhu, Yu, Umeyama, Takahiko, Kamei, Susumu
• Format: Journal Article
• Language: English
• Published: Patrington Emerald Publishing Limited 07.06.2024; Emerald Group Publishing Limited
• Subjects: Behavior; Brand image; Consumers; Environmental impact; Generation Z; Green products; Hypotheses; Hypothesis testing; Low income groups; Purchasing; Japan; Attitudes-behaviours gap; Green product; Generation Z; Orthogonal array; Construal level theory

PurposeAs a measure against plastic waste, Coca-Cola and Evian have begun introducing label-free plastic bottles. Food labels have long been recognized as an important marketing tool, but there is a lack of research on label-free products. To address this gap, this study examined the influence of la...