Innovation in eco-packaging in private labels

摘要

The marketing power of private labels (PLs) is a consequence of the design of successfulrnstrategies by retailers. Such strategies have allowed retailers to differentiate theirrnown items by generating a greater consumer brand loyalty. Innovation in the design ofrnsustainable packaging or eco-packaging has been one of these strategies. In these ways,rnretailers have managed – in addition to their ability to adapt to the needs of consumersrnin terms of convenience – to strengthen their commitment to food security andrnenvironmental protection. This paper analyses the role of eco-packaging strategies as arntool for differentiating PLs in terms of creating higher levels of consumer preference.