Abstract
We introduce a promising (but underresearched) approach to the reduction of acceptance barriers with regard to plastic-free food packaging. Building on the notion that user-generated innovations enjoy greater acceptance than conventional innovations, we propose consumer-generated, plastic-free food packaging as a viable alternative to conventional, plastic-based packaging. Specifically, we propose that the development of new, sustainable product packaging ideas can be relocated outside the company, such that a (conventional) top-down innovation process is replaced by a bottom-up innovation process in which the end customer is the starting point for an innovation.
Presenters
Gianfranco WalshProfessor, Institute for Marketing and Management, Leibniz University Hannover, Niedersachsen, Germany Mario Schaarschmidt
Professor, Faculty of Informatics, University of Duisburg-Essen, Germany Klaus-Peter Wiedmann
Fred Lemke
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
ACCEPTANCE BARRIERS, PLASTIC-FREE FOOD PACKAGING, USER-GENERATED INNOVATIONS, VALUE-ACTION GAP
