EXPLORATORY ANALYSIS OF CONSUMERS' NAIVE PERCEPTION OF THE ENTROPY ASSOCIATED WITH PACKAGING MATERIALS
(A2025-126455)

AUTHORS

ANTHONY BOUVIER, Université Jean Moulin Lyon 3; Sonia CAPELLI, University Lyon3, IAE lyon, Magellan, Lyon

ABSTRACT

Consumers are increasingly aware of environmental issues and are reusing their packaging. This paper uses the concept of the perceived entropy of packaging to analyse the factors influencing its reuse. We propose that consumers naively perceive the level of entropy of a packaging and that this perception is influenced by its material. We conducted an exploratory study using 10 semi-structured interviews. Firstly, the results show that consumers spontaneously perceive the physical dimensions of packaging entropy. Secondly, depending on the packaging material, respondents do not rely on the same cues to perceive entropy.