Fighting food waste with Price Pack Architecture?

An article in Harvard Business Review online about Price Pack Architecture (PPA) provides interesting insights in the way that consumers might be shifted to more responsible consumption, for instance in sync with pack size reduction. A compelling example is Coca-Cola, which sought to offset the effects of a decline in soft-drink consumption at the start of the decade. Through PPA, Coke discovered that consumers not only liked the idea of a more compact serving size but were also willing to pay relatively more for a smaller Coke. While Coke’s annual revenues for its standard sizes fell 1-2% from 2011-15, their mini-can counterparts registered 10-15% increased sales (HBR, 26 September 2016).
Click here to read the article in HBR online.
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