Promoting reuse behaviour: Challenges and strategies for repeat purchase, low-involvement products

Reusable products offer reduced environmental impact compared to recycling, but producers mostly focus on strategies such as light-weighting, recyclability and eco-labelling. A reasonable number of innovative reusable products and business models exist for repeat purchase, low-involvement products, but they are largely restricted to niche health-food stores. Therefore, this research primarily attempts to understand consumer attitudes and behaviour towards reuse of household care products (e.g. air fresheners, domestic cleaning products). Focus groups with UK consumers are utilised to examine reusable/refillable spray products and the data are triangulated with global archival data on various refill business models, reusable products and recycling initiatives. The study offers useful guidelines for both producers and policy makers to encourage reusable products. First, we recommend that eco-innovations have a familiar design congruent with well-known brands, to reduce uncertainties for consumers. Second, if the innovation has an unfamiliar design, to mitigate, producers should offer new functional benefits. Third, and most important, producers must place greater emphasis on aesthetic aspects that could evoke product attachment, thus encouraging reuse. Fourth, if reusable products are to become mainstream, ‘well-known brands’ have to promote the transition from one-off sales to a service model built on durable products. Finally, a successful outcome is dependent on government interventions in designing new life cycle policy instruments, in particular de-marketing the current recycling norm and emphasising reusing over recycling

Generic products for retailers in a mature market

Since their introduction, generic grocery products have been a major centre of controversy. Statistics indicate that the rapid growth phase for generics has ended and that this concept has now entered the maturity phase of its life cycle. Since generics have now become a permanent feature of the grocery industry, retailers and manufacturers must formulate their marketing strategies carefully, whether these strategies are for offensive or defensive reasons. These critical strategic questions are focused on and recommendations for future strategies now that generics have reached maturity are made