文章基本信息

标题：Sustainable Communication in the B2C Market—The Impact of Packaging
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作者：Patrycja Wojciechowska ; Karolina Wiszumirska
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2022
卷号：14
期号：5
页码：2824
DOI：10.3390/su14052824
语种：English
出版社：MDPI, Open Access Journal
摘要：The purpose of this study was to widen the knowledge about the recycling behaviour of consumers in order to understand their motivations related to the separate collection of household waste. This work encompasses a segmentation analysis revealing discrepancies between the respondents, who were profiled into three clusters: Engaged in green, characterised by high values of pro-environmental attitudes; Indolent adopters, described by respondents revealing moderate attitudes towards sorting waste; and Ecological objectors, who do not appreciate the benefits of recycling. The results showed that regardless of the cluster type, the level of actual knowledge about segregation rules was similar and insufficient, which hinders the correct sorting of household waste. It was also found that special attention should be paid to the quality of the information provided by FMCG packaging. Our study highlighted the need for a mandatory, precise, and coherent system of packaging labelling in order to promote pro-environmental attitudes and enhance the effectiveness of recycling.