This research investigates customers’ perceptions of and reactions to (i.e. attitude and behavioural intention) packaging-free product displays (for solid and liquid products).
Quantitative in-store research (n = 735) was conducted to understand customers’ perceptions of and reactions to four types of packaging-free product displays: two for solid products (gravity bins (n = 217) and bins with scoops (n = 275)) and two for liquid products (keg dispensers (n = 131) and jerrycans (n = 112)).
This study demonstrates that buyers’ attitude towards using packaging-free product displays are explained by the displays’ perceived playfulness of use and perceived ease of use. The study also indicates that buyers’ attitude towards using packaging-free product displays explain over 60% of their behavioural intention to use these displays.
This study conceptualises packaging-free retail as a social, environmental and withdrawal innovation and extends the technology acceptance model to a sustainable context.
