Packaging-free shopping: when retailers and consumers (re/mis)appropriate packaging functions
| Date | 17 December 2024 |
| Pages | 231-250 |
| DOI | https://doi.org/10.1108/JPBM-09-2023-4723 |
| Published date | 17 December 2024 |
| Author | Fanny Reniou,Elisa Robert-Monnot,Sarah Lasri |
Packaging-free shopping: when retailers
and consumers (re/mis)appropriate
packaging functions
Fanny Reniou
Univ Rennes, CNRS, CREM –UMR 6211, Rennes, France
Elisa Robert-Monnot
CY Cergy Paris Universit
e, CNRS, ThEMA, Cergy, France, and
Sarah Lasri
Universite Paris-Dauphine, Universite PSL, CNRS, DRM, Paris, France
Abstract
Purpose –Packaging-free shopping disrupts the usual retailing and consumption patterns in which packaging usually plays a central role. When
manufacturers no longer offer predetermined packaging, how do retailers and consumers ensure packaging functions? Investigating the way
packaging-free actors appropriate packaging functions during use is particularly important because they exert a new power over these functions,
which can be challenging to appropriate. The purpose of this study is to contribute to a deeper understanding of why packaging-free shopping can
be perceived as constraining.
Design/methodology/approach –Drawing from theliterature on packaging functionsand adopting Miller’s conceptualframework of appropriation,
this research uses a qualitative method with a variety of discursive and visual data, including 54 interviews with experts from packaging-free product
stores and consumers, 190 Instagramconsumer posts and 428 in-storeand at-home photographs.
Findings –This research shows that packaging-free actors jointly appropriate packaging functions through two modes of appropriation
(assimilation and accommodation) each encompassing distinct strategies and highlights the misappropriation that actors can experience, especially
when prioritizing one function over another.
Originality/value –This research contributes to the literature on packaging-free shopping, an emergent and growing trend that challenges
conventional shopping models. The research reveals dark sides of packaging-free shopping–namely, the damaging effects on health and the
environment and social exclusion. In particular, it discusses the ambivalence of the packaging-free shoppingenvironmental function. This research
also deepens insight into how individual acts of appropriation may lead to misappropriation.
Keywords Packaging functions, Packaging-free shopping, Appropriation, Sustainability
Paper type Research paper
1. Introduction
The average European produces 180 kilos of packaging waste
every year [1], contributing to greenhouse gas emissions and
environmental issues (Lembregts and Cadario, 2024). One way
to tackle this problem is to adopt measures to prevent consumers
from producing packaging waste at the source, such as selling
products without packaging, in quantities chosen by the
consumer and in reusable containers –that is, packaging-free
shopping (Louis et al., 2021). Overall, the packaging-free sector
has gained attention in the past 5–10 years.Long-term forec asts,
while speculative, present a mid-estimate European Union (EU)
market for bulk goods of e1.2bn by 2030, with best-case potential
being significantly greater (Zero Waste Europe, 2020). Despite
this growth, adopting packaging-free shopping necessitates a shift
from established routines and a relinquishment of the
convenience associated with traditional packaged goods, a
transition that presents significant challenges.
While the literature on packaging affirms the central role of
this “silent salesperson”(Pilditch, 1957), it pays little attention
to the effect of its disappearance (Magnier and Cri
e, 2015;
Monnot et al., 2015). Yet a real change is currently underway,
as packaging-freeshopping retailers and consumers must adapt
to ensure the continuity of multiple packaging’s functions:
logistical, marketing and environmental (Prendergast and Pitt,
1996;Underwood,2003).
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
34/2 (2025) 231–250
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-09-2023-4723]
The authors would like to thank the retailer Biocoop, who offered a
support to this research.
Funding: This project received financial support from the French retailer
Biocoop. Usual disclaimers apply.
Received 18 September2023
Revised5 February 2024
3 July 2024
6 November 2024
13 November 2024
Accepted 14 November 2024
231
According to A
glargöz and A
glargöz (2024, p. 137):
Removing packaging from the practice of shopping is
problematic because of the functions it performs. Packaging-
free shopping can be criticizedbecause it transfers the functions
of the packaging to consumersas an extra burden.
Packaging-free shopping represents a challenge for both
consumers and retailers (Daniel et al.,2022) as both actors
need to cope with the loss of packaging and appropriate new
ways of doing to replace the vanished packaging (Beitzen-
Heineke et al., 2017). Fuentes et al.’s (2019) work shows that
the removal of packaging necessitates reinventingthe shopping
practice not onlyin-store but also at the consumer level.
Previous research on packaging-free shopping focuses on the
adoption of this alternative shopping method and the barriers
that limit it, such as product availability, perceived cost to bring
own containers or inconvenience in carrying containers (e.g.
Beitzen-Heineke et al.,2017;Louis et al.,2021;Marken and
Hörisch, 2019). Research also shows that consumers’propensity
to adopt packaging-free products depends on norms and values
(Gordon-Wilson et al.,2022). While research has examined the
adoption of packaging-free shopping, it has not specifically
address appropriation –a subsequent phase centered on the
“use”of this practice necessary for its integration into daily
routines (Warde, 2005). Studies on appropriation (e.g., Rabiu
and Jaeger-Erben, 2022,2024;Carroll, 2004) suggest that
adoption and appropriation represent distinct stagesof consumer
behavior that require separate investigation.
Investigating appropriation, which highlights the complex
relationship (Sartre,1943;Miller, 2009) between an individual
and an object (i.e. packaging), seems necessary as packaging-
free shopping implies new ways of doing (De Certeau, 1980).
While manufacturers traditionallyoffer packaging that ensures
all functions, how do packaging-free shopping actors take this
responsibility and appropriate the packaging’s functions? We
suggest that examining the way actors appropriate packaging
functions during use is particularly important as they exert a
new power over these functions. Packagingfunctions represent
an object which can be challenging to appropriate, due to their
intangibility and multifaceted nature (Prendergast and Pitt,
1996). Understanding the mechanisms involved in
appropriating packaging functions could help marketers
develop effective strategies to engage over the long run both
consumers and retailers in this new consumption pattern and
distributionmethod.
We used Miller’s (1987) conceptual framework of
appropriation considering that in situations of appropriation,
the interaction between a subject and an object is expressed
through processes of assimilation and/or accommodation. We
conductedaqualitativestudy that analyzes discursive andvisual
data, including 54 interviews with experts from packaging-free
product stores (n¼10) and cons umers (n¼44), 190 Instagram
consumer posts, 322 in-store photographs and 106 at-home
photographs. This research adopts a multiple-stakeholder
perspective (De Temmerman et al., 2023a).
Our findings (1) show that consumers and retailers, who
jointly appropriate packaging functions, use two modes of
appropriation (assimilation and accommodation) including
different strategies and (2) highlight the misappropriation that
actors can experience, especiallywhen prioritizing one function
over another. In addition, the research reveals dark sides of
packaging-free shopping –namely, the damaging effects on
health and the environment and social exclusion. Our research
shows the ambivalence of the environmental value of
packaging-free shopping despite its promise. Thus, our
research extends the literatureon packaging-free shopping (e.g.
De Canio et al., 2024;Louis et al.,2021;Scharpenberg et al.,
2021) by adopting an original angle –that of appropriatingthe
functions of packaging from the point of view of both
consumers and retailers and revealing the ambivalent nature of
packaging-free shopping. By applying the concept of
appropriation to a new specific case, this research also deepens
insight into how individual acts of appropriation may lead to
misappropriation. While research has examined the modes of
appropriation, our findings also emphasize its undesirable
outcomes. This aligns with Miller’s invitation not to associate
his work “entirely witha positive ideal of appropriation”(Slater
and Miller, 2007, p. 6).
2.Conceptual framework
2.1Packaging functions
Marketing research has investigated packaging for many years
(Stewart, 1995;Underwood, 2003), with some studies
focusing on its attributes (e.g. size, shape, materials, images,
colors). According to Prendergast and Pitt (1996), packaging
performs severalfunctions on account of its attributes.
First, packaging performs a “logistical”function of preservation,
protection and storage throughout the distribution supply chain,
by limiting the impact of external harms, particularly during
transport. This involves choosing materials that preserve the
product’s physical integrity. Packaging facilitates storage and its
optimization in warehouses to avoid losses. At the interface
between logistics and marketing, it also provides convenience of
handling, transport and storage for both sellers and consumers.
Packaging can improve usage performance owing to its
ergonomics.Theaimistosimplifyaccesstotheproduct,reassure
consumers of its safety, make safety precautions easy to
understand and facilitate handling (Holmes and Paswan, 2012),
dosing and use (Folkes et al., 1993;Wansink, 1996). Following
Hoch and Deighton’s (1989) work on product use, some studies
show the influence of product shape on perceptions of functional
performance, such as aerodynamics or durability (Hoegg and
Alba, 2011).
Second,packaging has a “marketing”functionof recognition,
attraction, information and positioning, as it is at the interface
between productsand consumers. A product’s colorand shape,
in particular,serve to attract consumers in stores.Packaging has
an informational function and conveys a certain image: it
provides verbal information about the product, its content and
the way it is manufactured or should be used (Rettie and
Brewer, 2000). Packaging also serves a strategic purpose of
brand positioning and visual stimulus (Briand-Decr
eand
Cloonan, 2019;Chen, 2021;Underwood et al.,2001)where
decisionsare made (on the shelf).
Finally, packaging has an “environmental”function in
response to consumer demands and regulatory pressures
(A
glargöz and A
glargöz, 2024;Murtas et al., 2022). This
function entails the ecologicalefficiency or impact of packaging
(Herbes et al., 2020;Schwepker and Cornwell, 1991)
characterized by limiting the packaging size or overpackaging
Packaging-free shopping
Fanny Reniou, Elisa Robert-Monnot and Sarah Lasri
Journal of Product & Brand Management
Volume 34 · Number 2 · 2025 · 231–250
232
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