Advertisement

The Environmental Aspects of Packaging: Implications for Marketing Strategies

  • Anastasios E. Politis
  • Christos Sarigiannidis
  • Vasilis Voutsinas
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

Packaging plays a crucial role in the world business and economy. One of the main issues concerning this, is that packaging has a significant relation with the environment, in terms of waste, materials and recycling. According to various studies, packaging is absolutely necessary for protection, safe transportation and delivery of goods within the various forms of the supply chain at global, continental and local levels. As such, packaging creates waste which needs to be managed in a way that the consequences for the environment are as less as possible. In recent years, packaging holistic design innovations, contribute to packaging concepts which are sustainable and environmentally friendly. This paper tries to investigate these forms of sustainable packaging design and construction. Further, the main objective of this paper is to investigate and determine the relationship between marketing strategies and packaging holistic design and production, under the scope of environmental protection and sustainability. In particular, the present study discusses packaging strategies that take under consideration sustainability, the environment and the relation with marketing. The present study reveals that the environmental aspect of packaging is quite important. Sustainability and the environment is considered as one of the principal issues for packaging production and there are many examples of successful packaging concepts that are fully environmental friendly. Marketing takes advantage of such procedures and utilize trends and policies for environmental protection by customizing marketing strategies in this direction. Since packaging deals with immense amount of turnover, sales and production, its financial aspects need to be further investigated, in terms of defining sustainability and the protection of the environment as financial-accounting value.

Keywords

Packaging Environment Sustainability Marketing strategies Green marketing 

References

  1. 1.
    Sarigiannidis Ch, Politis A, Voutsinas V (2018) Packaging and environment – a comparative analysis of MFCA, full costing and ABC systems in environmental management accounting (EMA). Paper presented at the 1st Hellenic conference on graphic arts, University of Ioannina, Ioannina, 1–3 July 2018Google Scholar
  2. 2.
    Politis A (2014) Transforming packaging buyer requirements to efficient solutions for packaging production, ESKOWORLD conference, Athens, 6 May 2014Google Scholar
  3. 3.
  4. 4.
  5. 5.
    Palaiokrassas J (2002) Sustainable roads, DIFA AthensGoogle Scholar
  6. 6.
  7. 7.
    Jerzyk E (2018) Design and communication of ecological content on sustainable packaging in the young consumers’ opinions. Poznań University of Economics Department of Marketing Strategies, PUE, Poland. https://hrcak.srce.hr/file/238214
  8. 8.
  9. 9.
    Rayapura A (2014) New Nielsen study says consumers are ready to pay more for social responsibility. https://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/aarthi_rayapura/new_nielsen_study_says_consumers_are_read
  10. 10.
  11. 11.
  12. 12.
    Petkewic R (2012) Marketing opportunities and challenges for green packaging, materials science research & innovation. https://www.polymersolutions.com/blog/marketing-opportunities-and-challenges-for-green-packaging/
  13. 13.
  14. 14.
    What is greenwashing? It’s whitewashing, but with a green brush. http://www.greenwashingindex.com/about-greenwashing/
  15. 15.
  16. 16.
    Polonsky MJ, Bailey J, Baker H, Basche C, Jepson C, Neath L (1998) Communicating environmental information: are marketing claims on packaging misleading? J Bus Ethics 17(3):281–294CrossRefGoogle Scholar
  17. 17.
    Eneizan BM, Wahab KA (2016) Effects of green marketing strategy on the financial and non-financial performance of firms: a conceptual paper. Arab J Bus Manag Rev 6(5):254Google Scholar
  18. 18.
    Uncontrollable factors of marketing: CERTS, Oct 2008. http://www.sunpack.com/uncontrollable-factors-of-marketing-certs/

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Anastasios E. Politis
    • 1
  • Christos Sarigiannidis
    • 2
  • Vasilis Voutsinas
    • 2
  1. 1.University of West AtticaEgaleoGreece
  2. 2.University of PatrasPatrasGreece

Personalised recommendations