Product Packaging and Environment - Research Paper Example

? Ethical Issues in Packaging Practices Introduction Packaging can be considered as one of the significant aspects for organizations in the modern day context. From past few years, there has been substantial rise of public and media opinions concerning ethical issues of the goods purchased by the customers in order to consume their livelihood. It can be stated that the issues related to welfare of animals as well as fair trade prove to be most effective and emotive ones. Nevertheless, according to the conduction of recent researches, it has been recognized that the issue of packaging is of much concern amid the consumers on a worldwide basis (Ipsos Mori, 2008). The ethical perception of issues related to packaging can be demarcated based on opinionated judgments of related packaging professionals, ethically interested customers along with brand managers. Moreover, the difference of opinions between consumers and business practitioners can be observed in terms of ethical sensitivity, perceived norms of industry along with apparent outcomes of practices of business. It can also be observed that business practitioners are identified to be possessing lower ethical sensitivity. On the other hand, ethically interested customers are very much concerned about the issue of packaging as compared to the business people. Furthermore, in this regard, it can be apparently viewed that ethical issues in packaging practices include label information, packaging safety, packaging graphics as well as environmental issues (Bone & Corey, 2000). Contextually, green packaging can be considered as a new breakthrough of consumer issue in order to deal with and shed more light on the modern day consumer standpoints related to the ethical issues associated with packaging. From the above evidences, it is quite evident that packaging in the sustainable manner has been preferred by customers in the global market context. Green packaging has been the standout facet which is based on rendering environmental friendly offerings for consumers in order to decrease unwanted substances and other significant aspects. Packaging is also considered as the lowest expensive form of advertisement. Thus, this invaluable source of inexpensive communication media needs to be carefully handled by concerned marketers keeping in consideration the ethical aspects associated with the use of this imperative facet (Shimp, 2010). With these considerations, the paper aims to explain the ethical stand on one of the major environmental concerning issues i.e. packaging. Prevalent Packaging Practices and Ethical Concerns The practices which are related to packaging both directly and indirectly can be observed on the basis of quality and quantity of the product. It can be stated that the size of packaging along with the contents are employed to create awareness about the varied product related information. The offered quality and substance of the product are generally demarcated on the packaging. However, at times, it is evidently observed that design for packaging depicts information for misleading consumers towards purchasing that product. Therein lays the emergence of ethical issues which can severely dent the prevailing trust of the consumers in the long run. Another implication related to packaging practices can be identified as producer at times imitates packaging patterns for misleading about actual product quality as well as at times pricing is indicated wrongly or eliminated from packaging (European Parliament, 2012). In the modern day context, packaging issues can be considered to be significant in terms of creating environmental concerns. As a result of which, most of the organizations are emphasizing on using lesser amount of packaging in order to keep the environment free from waste and pollution. Modern day marketers have been compelled to focus on the materials used for packaging which are reusable and renewable and are produced from proper utilization of natural resources. It can also be mentioned that packaging accounts for nearly half of the carbon emissions. Additionally, packaging materials comprise paperboard, glass, metals and laminates among others. It can be observed that the materials used for packaging are innovative products such as tetra packs that are offered for packaging products for supplying these items to the customers in the global market context (Ramaswamy, 2009). The prevailing packaging practices have taken a decisive turn in order to ascertain that environmental concerns are significantly reduced. Moreover, any misuse of natural resources by an organizational can harm the long-term sustainability of an organization as consumers have largely become quite concerned about environmental issues. Marketers of most of the large organizations have adopted innovative packaging practices for delivering food products as well as other necessary goods, consequently benefiting and attracting customers. Packaging also considerably facilitates in the aspect of merchandising. With the introduction of such practices, problems can at times arise in packaging which relate to the destruction of hygienic environment along with waste materials. Excessive consumption of products that are packaged can create environmental problems, which is needed to be mitigated in order to maintain fit and healthy life for consumers living in the environment. Most of the modern day organizations emphasize on maintaining and using recyclable materials in a few of the packaged products which imbibe lesser waste from packaging (Ramaswamy, 2009). It can also be stated that a number of organizations focus on making products, processes as well as packaging through the concept of green marketing. Unregulated packaging aspects can create problems related to Greenhouse Gas (GHG) as well as energy consumption. The materials used for packaging purposes related to processing as well as transportation have been observed to be creating greater problems owing to the existence of greater GHG as compared to reduced corrugated container system which accounts for lesser GHG (Singh, 2012). Environmental Issues Environmental issue in packaging is one of the recent concerns, which has come to focus of global marketers and consumers. The critical concerns in this regard originate from emphasizing on wastes from household basis. The environmental impacts through the influx of unregulated packaging can occur in terms of global climatic change, devastation of rain forests as well as other related man-made disasters. The issue of packaging can be symbolized from the occurrence of as waste, as it nearly represents one-third of the municipal wastes in the United States. Packaging, as an imperative mechanism, has been utilized for past many years for significant purposes such as to contain, protect, carry and preserve. Thus, apparently, the use of packaging cannot be completely discarded. However, controlling of garbage or wastes generated from misuse of packaging is under the control of human beings, using the packages in the global market context (GreenDustries, 2012). Packaging enables a physical barrier in between a product as well as environment in the physical context determining hygiene along with decreasing the risk of waste of the product on account of contamination. It can be stated that components used for packaging are paper, plastic, fiberboard, glass and aluminum among others. There are various environmental impacts related to packaging which include packaging materials are considered differing in thickness. It can also be stated that with thinner packaging materials, it would cause in terms of reducing protection and safety from punctures, contaminants as well as tampering. The environmental issues regarding packaging can also occur from waste as well as recycling (Ramaswamy, 2009). Providing proper direction to eliminate the environmental issues occurring from packaging comes under the prerogative of government, different consumer groups and commercial factors. In the context of government, it can be stated that various measures have been implemented in relation to packaging across the world including North America and Western Europe. The measures for environmental issues range from packaging levies, container deposits as well as ban of selective type of packaging along with enhancement of mandatory recycling (Kirwan, 2012). With reference to commercial factors, it can be stated that the issues in supply chain process play a significant role in packaging aspects. In order to mitigate success issues, a number of retailer chains has banned and eliminated unregulated packaging considering pressures from governments as well as customers through the introduction of environmental scorecard schemes and chain of custody certifications. Moreover, it has been recognized that environmental legislation is a significant issue in terms of packaging. In the context of consumer groups, it can be observed that the consumers are showing interests regarding credentials of being environmental friendly for the products purchased by the consumers. It can also be stated that the prevalent and projected regulations are becoming major concerns for environmental issues and wastes for materials such as metal, rigid plastics and glass. However, it can be stated that wastes as well as recycling can also be considered as significant environmental issues related to packaging practices. In order to design products and the packaging aspects, it is important for ensuring that the products are properly utilized and packaged in order to protect them from waste. Today, in the world of technology and competition, waste materials are required to be minimized for conserving the environment and maintaining effective productivity (Kirwan, 2012). Another environmental issue of packaging is considered to be recycling of products. Recycling is recognized as an important issue in terms of recycling of materials such as card or paper. It can cause lesser amount of trees being cut for manufacturing new cards or paper, resulting in minimum waste of materials and conservation of environment effectively. It can also be observed that the cards and the papers produced directly from trees require consumption of more energy compared to recycling of existing older paper and cards. The paper products manufactured for the overall benefits of environment are required to carry out the proper utilization of the resources for manufacturing them by eliminating environmental burden which could hamper the overall functioning of environment. In this regard, European Union, a body of European Legislation, is focusing its concern with regard to the issues related to packaging. The issue of packaging has created a profound effect upon global companies. Packaging issues have resulted in enhanced focus amid marketers in terms of making valuable contributions towards environmental, economic and social sustainability by protection of products along with facilitating conduction of efficient business as well as avoidance of waste by a considerable level. These measures provide benefits to the customers in meeting their demands for the said resources. The strategies used in packaging for decreasing environmental impacts consist of reduction of sources, selection of materials and enhancing the compatibility of packaging with prevalent schemes of recovery as well as recycling (ECR Europe, 2009). Social Responsibility Issues The products that are purchased by the consumers from the markets are needed to be designed properly in order to analyze and assess the relevant social factors that are considered to be significant in determining the effects and reactions of consumers using the products. It is the social responsibility of the organizations to maintain a healthy and congenial environment by improving the design for packaged products, which would ascertain the quality of life for consumers in the global market context. Most of the organizations are required to demonstrate significant considerations regarding their social responsibility by addressing actively the problems faced by customers and improving the behaviors of the customers. It is the responsibility of the organizations to maintain environmental disposal for packaging and mitigating the errors occurred due to the actions of the organization by delivering quality packaged products to sustain greater productivity of the organization. Designers as well as manufacturers should ensure their responsibility towards packaging aspects. The manufacturers as well as designers for manufacturing food products are required to take additional care regarding storage of food and safety, which are essential for an organization for maintaining sales and productivity in the global market context. Moreover, in the context of designing the packaged products, due to improper functioning related to cooking and inappropriate storage of specific food products, it might result in severe risk of food poisoning for customers consuming the foods from packaged materials. Therefore, it is required for organizations to counter such issues in order to maintain a sustainable environment by providing appropriate designing of food products which would enable to maintain a better hygienic environment for consumers to stay fit and healthy (Theobald & Winder, 2009). In response to packaging aspects, it can be stated that proposed directive for packaging is expected to maintain its progressive demands with its adoption in 1994. It can be stated that the directive which is initiated for packaging is strongly supported by industries, stating that proliferation of rules for national recycling would prohibit distributors and manufacturers in enjoying the benefits of the markets. The proposal has adopted an aim of harmonizing rules nationally through setting of targets for recovering, incineration as well as landfill of every packaging waste (The Economist Intelligence Unit, 1999). Recommended Practices to Minimize Ethical Concerns For controlling the packaging practices, the regulation of European Union has formulated specific processes for managing materials of packaging in Directive 94/62/CE. The plan supports for recycling of quality materials contained in bags, glass, materials of light packaging as well as paper boards. According to a statistic, around 13,000 tonnes /year of packaging wastes are to be recycled in order to make the environment clean and healthy. In the future context, upgrading in this context would reach to 62% from 38%. With regard to regulated packaging, it should be aimed to ensure the prevention of waste materials and reduction of the impact of environment through recycling. The packaging materials are to be identified by symbol as well as labeling of products. Consumers as well as organizations are required to be informed about the directives of the law for packaging products (Bizkaia, n.d.). There are certain guidelines of packaging that need to be adopted by organizations in order to maintain effective growth and sustainability. This would facilitate the consumers as well as the environment to remain free from waste and pollution. The following guidelines can be considered: By using analytical life cycle, it would help in evaluating the environmental aspects of products and the materials used for its production and packaging Promotion for the use of refilled containers Making smaller packages for practical use Elimination of undesirable materials Increased promotion of recycled products and developing efficient concentrated products for household use (Kirwan, 2012) Conclusion From the above observation, it can be stated that packaging is considered as an important aspect that has created ethical concerns in recent times. It can be stated that both consumers and manufacturers are very much conscious regarding environmental issues of packaging. A growing altered trend regarding packaging can be observed amid the consumers, manufacturers as well as legislators. Moreover, it is the group of consumers who are very much interested towards the ethical issues related to packaging. Measures like maintaining recycling of products as well as effective functioning of the packaged products along with elimination of wastes can facilitate organizations to sustain in the environment. Moreover, unfair and unethical practices related directives for packaging are required to be amended. The European standards for packaging are needed to be established on global scale in order to maintain the growth of regulated packaging and keep customers fit along with healthy by providing them quality products. This would also ensure an environment which is free from wastes and other significant discrepancies related to packaging. References Bone, P. F. & Corey, R. J. (2000). Packaging ethics: perceptual differences among packaging professionals, brand managers and ethically-interested consumers. Journal of Business Ethics 24 (3), pp. 199-213. Bizkaia. (n.d.). Packaging materials. Requirements and problems. Retrieved from http://garbiker.bizkaia.net/ing/in_Pag_101.htm ECR Europe. (2009). Packaging in the sustainability agenda: a guide for corporate decision makers. The European Organization for Packaging and the Environment, pp. 1-44. European Parliament. (2012). Policy department economic and scientific policy. Directorate-General For internal Policies, pp. 3-119. GreenDustries (2012). Food packaging wastes and environmental impacts. Retrieved from http://www.greendustries.com/unido.pdf Ipsos Mori (2008). Packaging - still a concern. Retrieved from http://www.ipsos-mori.com/researchspecialisms/socialresearch/specareas/environment/understandingenvironmentnewsletter/packaging.aspx Kirwan, M. J. (2012). Handbook of paper and paperboard packaging technology. United States: John Wiley & Sons. Ramaswamy, V. S. (2009). Marketing management: global perspective Indian context. United Kingdom: Macmillan. Shimp, T. A. (2010). Advertising, promotion, and other aspects of integrated marketing communications. United States: Cengage Learning. Singh, J. (2012). 18th IAPRI World packaging conference: California polytechnic state university, San Luis Obispo, California, USA, June 17-21, 2012. United States: DEStech Publications, Inc. The Economist Intelligence Unit. (1999). Best practices environment. United States: Universities Press. Theobald, N. & Winder, B. (2009). Packaging closures and sealing systems. Unites States: John Wiley & Sons. Read More