Values, personality traits, and packaging-free shopping: a mixed-method approach

Sianne Gordon-Wilson, Pratik Modi, Jacqueline Eastman*

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

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    This research examines packaging-free shopping, which contributes to reducing the negative impact of plastic packaging on the environment, and its’ relationship with green consumption values, value consciousness, and psychological traits. A mixed-methods approach is adopted with quantitative followed by qualitative research. Study 1 recruits 240 respondents from social media and the lead author’s university website to examine different factors that increase consumers’ likelihood of packaging-free shopping. Study 2 recruits packaging-free shoppers from Facebook Pages, explores these findings and provides further insights. Study 1 finds that consumers are driven more by green consumer values than by value consciousness, and consumers who are more conscientious are more likely to do packaging-free shopping. Study 2 supports this by finding that green consumer values drive packaging-free shopping, but this in only one part of their green efforts. The research contributes by illustrating the importance of conscientiousness specifically in the domain of packaging-free shopping and that these packaging-free shoppers are not driven in terms of value for money but by addressing their green consumer values. We recommend that packaging-free retailers and policy makers utilize promotional efforts to communicate how packaging-free shopping provides a balance with consumers’ green values for these shoppers, how it fits in with their other green efforts, and how these shopping efforts are making a difference in helping the environment.
    Original languageEnglish
    Pages (from-to)546-561
    Number of pages16
    JournalBusiness Ethics, the Environment & Responsibility
    Issue number2
    Early online date11 Feb 2022
    Publication statusPublished - 1 Apr 2022


    • conscientiousness
    • green consumption values
    • neuroticism
    • packaging-free shopping
    • value consciousness


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