Banning Unsolicited Store Flyers: Does Helping the Environment Hurt Retailing?
This paper examines the impact of a ban on unsolicited store flyers in seven Dutch municipalities that shifted from an opt-out to an opt-in policy between 2018 and 2020. Despite a 50% drop in flyer distribution, household grocery shopping behavior remained largely unchanged. The findings suggest that reducing flyer waste may be possible without substantially disrupting shopping behavior.
Authors
- Jonne Guyt (ORCID: https://orcid.org/0000-0001-8131-7664)
- Kristopher Keller (ORCID: https://orcid.org/0000-0002-6794-508X)
- Arjen van Lin (ORCID: https://orcid.org/0000-0001-7421-1730)
Institutions
- University of North Carolina at Chapel Hill (US)
- Tilburg University (NL)
- University of Amsterdam (NL)
Publication Details
- Journal
- Marketing Science
- Published
- 2025-05-05
- DOI
- https://doi.org/10.1287/mksc.2023.0020
- Citations
- 1
- Primary Topic
- Consumer Retail Behavior Studies
- Type
- article
- Field-Weighted Citation Impact
- 2.07