Exploring the efficacy of ecolabels as a marketing strategy: Insights from the emerging bioplastic packaging market
Muhammad Lahandi Baskoro,
Benny Tjahjono,
Macarena Beltran
et al.
Abstract:The packaging industry's significant role in plastic production and environmental pollution underscores the need for more sustainable alternatives. Bioplastics emerge as a promising solution, yet consumer understanding of this innovative material often lags, particularly in emerging markets. This study thus aims to explore effective marketing strategies for communicating bioplastic packaging to shape consumer adoption and disposal practices in such markets. Through a case study approach, we examine the role of… Show more
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