“Anything with low-waste packaging, when it comes to disposition, reduces the amount of guilt that we feel about disposing of it,” says Karen Page Winterich, marketing professor at Penn State University. This reduction of guilt may not occur until after a product is already purchased, but it can still leave the consumer feeling better about your brand. The fewer times your customer’s journey ends in the trash bin, the better.
Photos courtesy of Who Gives a Crap.
Sarah Steimer is the former managing editor of Marketing News. She may be reached on Twitter at @sarah_steimer.
