Skip to main content
SpringerLink
Log in

Corporate Social Responsibility in Packaging: Environmental and Social Issues

  • Chapter
  • First Online:
Ethics, Social Responsibility and Sustainability in Marketing

Abstract

Today, “corporate social responsibility ” is becoming popular. For this reason, companies are focusing on corporate social responsibility projects in order to reach consumers with social responsibility who attaches importance to this issue. Companies also use packaging, which is often used as a means of marketing communication, to promote their corporate social responsibility projects to the consumers. In this chapter, social responsibility in packaging has been explored in details. When the issue of social responsibility is addressed in packaging, only in environment -friendly packaging but also the necessity of dealing with many different factors is explained in this section. In addition to this, how social responsibility communication can be done through packaging is also examined.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Agariya, A. K., Johari, A., Sharma, H. K., Chandraul, U. N., & Singh, D. (2012). The role of packaging in brand communication. International Journal of Scientific & Engineering Research, 3(2), 1–13.

    Google Scholar 

  • American Marketing Association. (2013). Definition of marketing. Retrieved from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx.

  • Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100–112.

    Article  Google Scholar 

  • Barchiesi, M. A., Castellan, S., & Costa, R. (2016). In the eye of the beholder: Communicating CSR through color in packaging design. Journal of Marketing Communications, 1–14.

    Google Scholar 

  • Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & Marketing, 9(5), 347–363.

    Article  Google Scholar 

  • Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20(2), 207–222.

    Article  Google Scholar 

  • Boulstridge, E., & Carrigan, M. (2000). Do consumers really care about corporate responsibility? Highlighting the attitude—Behaviour gap. Journal of Communication Management, 4(4), 355–368.

    Article  Google Scholar 

  • Business Dictionary. (2018). Corporate social responsibility. Retrieved from http://www.businessdictionary.com/definition/corporate-social-responsibility.html.

  • Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer–do ethics matter in purchase behaviour? Journal of consumer marketing, 18(7), 560–578.

    Article  Google Scholar 

  • Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39–48.

    Article  Google Scholar 

  • Carroll, A. B., & Buchholtz, A. K. (2003). Business and society: Ethics and stakeholder management. Thomson/South-Western.

    Google Scholar 

  • Chandon, P., Morwitz, V. G., & Reinartz, W. J. (2004). The short-and long-term effects of measuring intent to repurchase. Journal of Consumer Research, 31(3), 566–572.

    Article  Google Scholar 

  • Darley, J. M., & Latane, B. (1968). Bystander intervention in emergencies: Diffusion of responsibility. Journal of Personality and Social Psychology, 8(4p1), 377.

    Google Scholar 

  • Das Gupta, A. (2012). Corporate social responsibility and strategy: A bird’s eye view. Global Business Review, 13(1), 153–165.

    Article  Google Scholar 

  • Farooq, S., Habib, S., & Aslam, S. (2015). Influence of product packaging on consumer purchase intentions. International Journal of Economics, Commerce and Management, 3(12), 538–547.

    Google Scholar 

  • François-Lecompte, A. (2005). La CSR: Proposition et validation d’un cadre conceptual intégrateur (Doctoral dissertation). University Pierre-Mendès-France, Grenoble.

    Google Scholar 

  • Fry, L. W., Keim, G. D., & Meiners, R. E. (1982). Corporate contributions: Altruistic or for-profit? Academy of Management Journal, 25(1), 94–106.

    Article  Google Scholar 

  • Garber, L., Burke, R. R., & Morgan, J. (2000). The role of package color in consumer purchase consideration and choice (No. 00-104). Marketing Science Institute Report.

    Google Scholar 

  • Hemphill, M. (1996). A note on adults’ color-emotion associations. Journal of Genetic Psychology, 157, 275–281.

    Article  Google Scholar 

  • James, K., Fitzpatrick, L., Lewis, H., & Sonneveld, K. (2005). Sustainable packaging system development. In L. Filho (Ed.), Handbook of sustainability research. Frankfurt, Germany: Peter Lang Scientific Publishing.

    Google Scholar 

  • Janssen, C., & Vanhamme, J. (2015). Theoretical lenses for understanding the CSR–consumer paradox. Journal of Business Ethics, 130(4), 775–787.

    Article  Google Scholar 

  • Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.

    Google Scholar 

  • Jones, P., Comfort, D., & Hillier, D. (2005). Corporate social responsibility as a means of marketing to and communicating with customers within stores: A case study of UK food retailers. Management Research News, 28(10), 47–56.

    Article  Google Scholar 

  • Kang, J., & Kim, Y. K. (1998). Ethnicity and acculturation: Influences on Asian American consumers’ purchase decision making for social clothes. Family and Consumer Sciences Research Journal, 27(1), 91–117.

    Article  Google Scholar 

  • Kauppinen-Räisänen, H., & Luomala, H. T. (2010). Exploring consumers’ product-specific colour meanings. Qualitative Market Research: An International Journal, 13(3), 287–308.

    Article  Google Scholar 

  • Kaya, N., & Epps, H. H. (2004). Relationship between color and emotion: A study of college students. College Student Journal, 38(3), 396.

    Google Scholar 

  • Keegan, W. J., & Green, M. C. (2015). Global marketing. Upper Saddle River, NJ: Pearson.

    Google Scholar 

  • Kiygi-Calli, M. (2016). The influence of package design on consumers’ preference and purchase intention of eco-products. In Informs Marketing Science Conference, Shanghai, China.

    Google Scholar 

  • Kiygi-Calli, M., & Kilic, S. (2017). The impact of package design on consumers’ purchase intention. In The 22nd Marketing Congress, Trabzon, Turkey.

    Google Scholar 

  • Klimchuk, M. R., & Krasovec, S. A. (2013). Packaging design: Successful product branding from concept to shelf. London: Wiley.

    Google Scholar 

  • Kocamanlar, E. (2008). Hızlı tüketim mallarında ambalajın satın alma davranışına etkisi üzerine bir model önerisi (Master thesis). Istanbul Technical University, Turkey.

    Google Scholar 

  • Kopicki, R., Berg, M. J., & Legg, L. (1993). Reuse and recycling-reverse logistics opportunities. Council of Logistics Management, Oak Brooks, IL; 1993.

    Google Scholar 

  • Koyuncu, K. (2007). Marka ve ambalajın tüketici satın alma davranışları üzerine etkisi (Master thesis). Nigde University, Turkey.

    Google Scholar 

  • Kumar, S., & Putnam, V. (2008). Cradle to cradle: Reverse logistics strategies and opportunities across three industry sectors. International Journal of Production Economics, 115(2), 305–315.

    Article  Google Scholar 

  • Lewis, H. (2005). Defining product stewardship and sustainability in the Australian packaging industry. Environmental Science & Policy, 8(1), 45–55.

    Article  Google Scholar 

  • Linton, H. (1991). Color consulting: A survey of international color design. New York: Van Nostrand Reinhold.

    Google Scholar 

  • McCarthy, E. J. (1960). Basic marketing: A managerial approach. R. D. Irwin.

    Google Scholar 

  • McDonough, W. J., & Braungart, M. (2002). Cradle to cradle: Remaking the way we make things (1st ed.). New York, NY: North Point Press.

    Google Scholar 

  • Oppewal, H., Alexander, A., & Sullivan, P. (2006). Consumer perceptions of corporate social responsibility in town shopping centres and their influence on shopping evaluations. Journal of Retailing and Consumer Services, 13(4), 261–274.

    Article  Google Scholar 

  • Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64–81.

    Article  Google Scholar 

  • Pedersen, A. K. (2012). CSR communication via product packaging: A general discussion and an analysis of innocent drinks (Bachelor’s thesis). Aarhus University, Denmark.

    Google Scholar 

  • Perreault, W., Jr., Cannon, J., & McCarthy, E. J. (2013). Basic marketing. McGraw-Hill Higher Education.

    Google Scholar 

  • Pilditch, J. (1973). The silent salesman (2nd ed.). London: Business Books Limited.

    Google Scholar 

  • Pirsch, J., Gupta, S., & Grau, S. L. (2007). A framework for understanding corporate social responsibility. Journal of Business Ethics, 70, 125–140.

    Article  Google Scholar 

  • Pivato, S., Misani, N., & Tencati, A. (2008). The impact of corporate social responsibility on consumer trust: The case of organic food. Business Ethics: A European Review, 17(1), 3–12.

    Article  Google Scholar 

  • Popoli, P. (2011). Linking CSR strategy and brand image: Different approaches in local and global markets. Marketing Theory, 11(4), 419–433.

    Article  Google Scholar 

  • Raphael, H. J., & Olsson, D. L. (1976). Package production management. Avi Pub. Co.

    Google Scholar 

  • Worldwide, R. S. (1993). Cause related marketing: A survey of American customers’ attitude. New York: RSW Inc.

    Google Scholar 

  • Rundh, B. (2005). The multi-faceted dimension of packaging: Marketing logistic or marketing tool? British Food Journal, 107(9), 670–684.

    Article  Google Scholar 

  • Saito, M. (1996). Comparative studies on color preference in Japan and other Asian regions, with special emphasis on the preference for white. Color Research and Application, 21(1), 35–49.

    Article  Google Scholar 

  • Sheikh, S. U. R., & Beise-Zee, R. (2011). Corporate social responsibility or cause-related marketing? The role of cause specificity of CSR. Journal of Consumer Marketing, 28(1), 27–39.

    Article  Google Scholar 

  • Sherratt, A. (2013). Cradle to cradle. In Encyclopedia of corporate social responsibility (pp. 630–638). Berlin, Heidelberg: Springer.

    Chapter  Google Scholar 

  • Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41(11/12), 1495–1517.

    Article  Google Scholar 

  • Simchi-Levi, D., Simchi-Levi, E., & Kaminsky, P. (1999). Designing and managing the supply chain: Concepts, strategies, and cases. New York: McGraw-Hill.

    Google Scholar 

  • Tekin, E. K., Ertürk, A., & Tozan, H. (2015). Corporate social responsibility in supply chains. In: H. Tozan (Ed.), Applications of contemporary management approaches in supply chains. InTech.

    Google Scholar 

  • Tench, R., & Yeomans, L. (2009). Exploring public relations (2nd ed.). Pearson Education Limited.

    Google Scholar 

  • Tobar, D. A. (2006). Affect and purchase intentions of super bowl XL television spectators: Examining the influence of sport fandom, age, and gender. Sport Marketing Quarterly, 15(4), 243–252.

    Google Scholar 

  • Underwood, R. L. (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), 62–76.

    Article  Google Scholar 

  • Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: Effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10(4), 58–68.

    Article  Google Scholar 

  • Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403–422.

    Article  Google Scholar 

  • Wikipedia. (2018a). Corporate social responsibility. Retrieved from https://en.wikipedia.org/wiki/Corporate_social_responsibility#cite_note-106.

  • Wikipedia. (2018b). Sustainable packaging. Retrieved from https://en.wikipedia.org/wiki/Sustainable_packaging.

  • Wood, D. J. (1991). Corporate social performance revisited. Academy of Management Review, 16(4), 691–718.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Faculty of Management, Kadir Has University, Istanbul, Turkey

    Meltem Kiygi-Calli

Authors
  1. Meltem Kiygi-Calli
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Meltem Kiygi-Calli .

Editor information

Editors and Affiliations

  1. Faculty of Economics, Administrative and Social Sciences, Bahçeşehir University, Beşiktaş, Istanbul, Turkey

    Ipek Altinbasak-Farina

  2. Faculty of Management, Istanbul Technical University, Istanbul, Turkey

    Sebnem Burnaz

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Kiygi-Calli, M. (2019). Corporate Social Responsibility in Packaging: Environmental and Social Issues. In: Altinbasak-Farina, I., Burnaz, S. (eds) Ethics, Social Responsibility and Sustainability in Marketing. Accounting, Finance, Sustainability, Governance & Fraud: Theory and Application. Springer, Singapore. https://doi.org/10.1007/978-981-13-7924-6_7

Download citation

Publish with us

Policies and ethics

Search

Navigation