PSB Marketing Research Seminar

PSB Marketing Research Seminar

Join us for a captivating Marketing Research Seminar at Paris School of Business on May 16th, 2024, at 2 pm !

Title : "Is this Still Fast Food?! Analyzing Consumer Acceptance of Reusable Packaging at McDonald’s Restaurants"

Article Description :

Considering the tremendous amount of packaging waste produced in the fast-food industry, this article aims to analyze consumers’ acceptance of reusable tableware at McDonald’s - a service innovation that the company recently introduced in France but not yet in the US. Drawing on qualitative and quantitative data from France and the US, we develop and test a research framework that provides nuanced insights regarding US consumers’ hypothetical acceptance and French consumers’ actual acceptance of reusable tableware at McDonald’s.

Author Biographies :

Gisele DE CAMPOS RIBEIRO is an Associate Professor in the Marketing & Communication Department of Paris School of Business. She obtained a Ph.D. in Management Sciences from Paris-Dauphine University. Her research interests are in the field of consumer behavior and workplace management. Her work has been published in the Journal of Business Ethics, Journal of Business Research, Journal of Corporate Real Estate, Journal of Cleaner Production, and Organization.

Daniel MAAR is an Associate Professor in the Marketing & Communication Department of Paris School of Business. He holds a doctoral degree from the University of Passau. Daniel’s main research interests include service marketing, social media marketing, and international marketing, often with a focus on key challenges at the customer interface. His research has been published in the Journal of Business Research, the Journal of Service Management, and in Recherche et Applications en Marketing.

Edouard VINÇOTTE, PhD in Management Sciences is an Assistant Professor at EDC Paris Business School. His areas of interest include service marketing, serious games, and corporate social responsibility. To date, he has published research articles in peer-reviewed journals and several case studies.

Don't miss this insightful exploration into consumer behavior and sustainable practices in the fast-food industry !