Interview with Pierre CHANDON – Professor of Marketing at INSEAD Business School (Fontainebleau, France)

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Interview with Carlos de LOS LLANOS – Scientific Director at CITEO
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Interview with Pierre CHANDON – Professor of Marketing at INSEAD Business School (Fontainebleau, France)

Could you tell us a few words about your research work?

As Professor of Marketing and Director of the INSEAD-Sorbonne University Behavioural Lab, I study the effects of marketing campaigns on feeding behaviours in order to find solutions that enable to improve consumer health without compromising business growth and food enjoyment. In this context, I am studying the limits of an answer to the obesity epidemy which would be solely based on health concerns. I offer an alternative approach that consists in helping consumers to realise that food enjoyment is related to food quality rather than consumed quantity. My articles, posts and video interviews are available for free on my website: www.pierrechandon.com. You can also follow me on Twitter https://twitter.com/pierrechandon or LinkedIn https://www.linkedin.com/in/pierrechandon.

What are the INSEAD’s main concerns regarding the packaging sector?

The INSEAD is a business school with three campuses (Fontainebleau, Singapore and Abu Dhabi). We are teaching to students and senior executives all aspects of business management, from marketing to finance through management and operational research. The INSEAD’s slogan is ‘The Business School for the World’, and its core principle is ‘Business as a force for good’.

You took part in one of the presentations of our Working Group (Packaging and food waste in France). Could you summarize the key-points of your intervention?

It is essential to look at consumer representations, as opposed to the factual decrease in packaging and waste only. Because of consumers, who are vectors for visual perceptions, the perceived size of packaging and portions are only thinly correlated with their actual sizes.

In your opinion, which societal topics related to packaging could the French National Packaging Council work on in 2018?

‘Enhanced’ packaging: the alliance of digital and material.