11-06-2014, 04:21 PM
Moral Norms and Packaging Choice published in Journal of Consumer Policy Kluwer Academic Publishers
ABSTRACT
Printed in the Netherlands. The paper presents a study of a case with these two characteristics: Danish
consumers’ choice presents a study of a case with these two characteristics: Danish
consumers’ choice of environment-friendly packaging. With regard to this case, the evidence
supports the claim. A majority of Danish consumers have developed personal norms about
choosing environment-friendly packaging and the personal norm is a significant predictor of
their (self-reported) propensity to choose environment-friendly packaging in the
supermarket.