Commentary: Gift Packaging in Duty-free Markets - Environmentalism and Brand Equity

As the European Union issues Directives to standardize measures taken by individual member states to reduce environmental waste in the process of packaging, examines the marketing of branded spirits in European duty-free situations in order to determine whether consumers face a conflict between purc...

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Bibliographic Details
Published in:The journal of product & brand management 1994-09, Vol.3 (3), p.5-7
Main Authors: Louchran, Vicky, Kangis, Peter
Format: Article
Language:English
Subjects:
Brand equity
Brand loyalty
Competitive advantage
Consumers
Customers
Decision making
Duty free
EC single market
Environmental protection
EU directives
Fast moving consumer goods
Green marketing
Legislation
Liquor
Market shares
Marketing
Package design
Packaged goods
Packaging
Purchasing
Standardization
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Summary:As the European Union issues Directives to standardize measures taken by individual member states to reduce environmental waste in the process of packaging, examines the marketing of branded spirits in European duty-free situations in order to determine whether consumers face a conflict between purchasing on the basis of environmental issues or the "giftability" of the product. Found that customers were more motivated by price and brand loyalty than on packaging or green issues.
ISSN:1061-0421
2054-1643
DOI:10.1108/10610429410067379