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.

• 저널Marketing Science · 44(5) · 1104–1124
• 토픽Consumer Retail Behavior Studies · Marketing
• DOI10.1287/mksc.2023.0020
• 저자Jonne Guyt, Arjen van Lin, Kristopher Keller