Jean Pfiffelmann, associate professor at EM Strasbourg, published an article in volume 42 of the journal Psychology & Marketing.
The article entitled "Conflicting Consumer Beliefs Influencing Eco-Innovation Adoption: Motives and Barriers for Accepting the Laser Marking of Organic Products" was written in collaboration with Olga Untilov (Audencia Business School), John Thøgersen (Aarhus University), and Romain Franck (IESEG School of Management).
Abstract:
In response to regulatory requirements and consumer demand for sustainable products, producers of organic products are beginning to use laser marking to reduce packaging and, thereby, packaging waste. However, the consumer responses to this “high-tech” eco-innovation remain unexplored. Using a mixed-method approach, we collected qualitative and quantitative data on responses to the laser marking of organic products from 328 French participants. Guided by the theory of consumption values and innovation resistance theory, we conducted a thematic analysis of answers to an open-ended question which probed consumers' motives for and barriers to adopting laser marking. The most frequently stated motive was ecological benefits, and the most reported barriers were risks and tradition. Structural equation modeling revealed that attitudes toward laser-marked organic products are positively impacted by social, emotional, and functional values and are negatively impacted by barriers related to images and emotions. Consumers' attitudes toward laser-marked organic products strongly affect their willingness to buy such products. To increase the acceptance of laser marking, managers and policymakers should mitigate false-negative consumer perceptions, including doubts about its eco-friendliness and safety, thereby facilitating greater acceptance of this eco-innovation.
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Psychology & Marketing publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, we serve practitioners and academicians in the fields of psychology and marketing and encourage courageous and bold new ideas, focusing on contribution. We require a research design with a high standard of methodological transparency.