Sustainable Communication in the B2C Market—The Impact of Packaging

Round 1

Reviewer 1 Report

The authors have presented an interesting paper about recycling behavior in Poland. The paper is well-written and well-organized. I have two suggestions that could improve the paper:
a) I do not think that "Correctness without conviction" and "Ecological anarchists" are appropriate in characterizing two of the clusters identified. The first one makes no sense to me. My suggestion would be one of the "Uninspired/dull/uninterested adopters". As for "Ecological anarchists" I think what would be suitable here is "Ecological denials".
b) The authors should add more relevant academic references, especially in the theoretical part. It would be interesting to address whether there are similar studies for other countries.

Author Response

Dear Reviewer,

thank you very much for your suggestions. We have reconsidered names for the clusters and changed “Correctness without conviction” to “Indolent adopters” as well as “Ecological anarchists” to “Ecological objectors”. We also added an extended information in Introduction part and additional references regarding similar studies conducted in other countries, revealing that in distinct countries recycling behaviour is determined by various factors, therefore national perspective is of importance.

Reviewer 2 Report

The paper addresses the important problem of assessing consumers' recycling behaviour. In their research, the authors have used the computer-assisted web interview method. The results of the survey were evaluated using standard and adequate for this type of research cluster analysis and statistical analysis.

The authors rightly noted the limitations of the study: lack of results among inhabitants who are not Internet users and limiting the analysis to inhabitants from Poland.

In my opinion, it would be worth considering broadening the research to include an analysis of such behaviour of inhabitants of other countries (e.g. neighbouring Poland) in order to compare the situation in societies of different countries. 

Author Response

Dear Reviewer,

thank you very much for your suggestion. We have added an extended information in Introduction part and additional references regarding similar studies conducted in other countries, revealing that in distinct countries recycling behaviour is determined by various factors, therefore national perspective is of importance.