Didier Louis

Cindy Lombart

Fabien Durif

Packaging-free products: a lever of proximity and loyalty between consumers and grocery stores

Keywords: Food waste, Plastic waste, Packaging-free products, Proximity, Satisfaction, Trust, Loyalty

This research investigates the consequences for retailers and their stores of a new sustainable consumption trend-the purchase and consumption of bulk products. It examines the effects of offering packaging-free products on three subdimensions of perceived proximity (identity, process, and relational) and on transactional loyalty (satisfaction-loyalty) and relational loyalty (satisfaction-trust-loyalty). A total of 1,407 buyers and consumers of bulk products at a convenience store (of a university cooperative style) filled out an online questionnaire. These consumers were then divided into three subgroups (convinced, pragmatic, and wary). This research empirically establishes that unpacked products are a strategic tool for retailers and their stores to create or strengthen the relationships established with their customers. Unpacked products and the proximity they create between a consumer and a store are the first link in the development or preservation of a relational chain between the consumer and the store. Moreover, the step reached by the consumer in his process of purchasing and consuming packaging-free products (from the discovery stage to the already well-established habit) has a direct impact on the relational chain built.

Introduction

Consumers believe they are being responsible. In Quebec, a predominantly French-speaking province in eastern Canada, 72.1% of consumers feel they are consuming responsibly. They recycle (89%), consume local products (60%), protect animals (56%) and the environment (52%), and are attempting "deconsumption" (53%) 1 . In France, the same trends are seen. French consumers also declare having changed their daily practices in order to reduce the impact of their consumption (67%). They favor local and seasonal fruits and vegetables (84%), as well as furniture made in France (68%). They no longer want to consume unnecessary products or services (30%), and they try to reduce their consumption (27%). They recycle, reuse, and repair products and materials (59%) 2 .

Recently, a new trend of socially responsible consumption has emerged-the purchase and consumption of bulk products (Beitzen-Heineke et al., 2017;[START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF][START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF]. At the end of 2019, Nielsen indicated that 40% of French households bought packaging-free products 3 . People under the age of 35 are slightly more enthusiastic participants in this trend than the average consumer is. According to the panel company, buyers of packaging-free products are more sensitive to the environment, and they buy fair trade, organic, and local products in larger quantities than the average consumer does 4 . Kantar, another panel company, finds that 47% of French households bought bulk products, with an average of 11.3 purchase orders in 2019, and there was a penetration rate of 47.6% among people under the age of 35 5 . According to Kantar, buyers of bulk products are sensitive to the prices of these products and, by consuming them, want to reduce food waste and the use of packaging. This current trend is also seen in Quebec, where consumers consider that buying and consuming packaging-free products are important (with an average of 4.87 out of 7-point scale) 6 .

At the same time, bulk products are offered increasingly often through all distribution channels (Beitzen-Heineke et al., 2017;[START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. Consumers can find them in specialized stores, such as Day by Day in France and La Récolte in Quebec. In France, according to the Réseau Vrac 7 , there were 215 stores entirely devoted to the sale of packaging-free products in 2019, and there could be up to 500 in 2022. Bulk products are also available in grocery stores. According to the Observatoire 2019 du rayon vrac (2019 Bulk Area Observatory), 71% of hypermarkets, supermarkets, and convenience stores have a bulk department 8 . According to the Réseau Vrac, the sale of bulk products has experienced strong growth in the past five years, reaching €1.2 billion in 2019. store's relationships with its consumers would indeed be advisable. These products would be offered within a dedicated area, and this offer would imply an investment from a retailer in new supply chains, in new equipment in stores, and in recruiting or training staff (to clean equipment, manage stocks, and provide information to customers).

Although there is a growing field of research on sustainable consumption (e.g., [START_REF] Webb | A Re-examination of Socially Responsible Consumption and its Measurement[END_REF][START_REF] Yan | Developing a trichotomy model to measure socially responsible behavior in China[END_REF][START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF][START_REF] Villa Castaño | Socially responsible consumption: An application in Colombia[END_REF][START_REF] Zeiss | From environmental awareness to sustainable practices: A case of packagingfree shopping[END_REF], less attention has been given to new forms of sustainable consumption, such as package free shopping [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. Moreover, previous research on this topic is ethnographic [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] or qualitative (Beitzen-Heineke et al., 2017), with interviews and observations of consumers [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] and/or store owners (Beitzen-Heineke et al., 2017;[START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. Their main goals were to understand how this new sustainable practice has emerged and to highlight the barriers and drivers explaining the adoption of the zero-packaging concept by consumers and store owners (of marked spaces for the packaging-free sale proposed in grocery stores or of stores entirely devoted to the sale of packaging-free products).

In this research, a quantitative approach was chosen to supplement previous qualitative studies and to highlight the ways to develop or increase consumers' loyalty to bulk areas in grocery stores and thus consumers' loyalty to unpacked products. Once this new sustainable practice has emerged, grocery stores need to stabilize it. Therefore, they need to know the incentives that could be used to create or maintain consumers' loyalty to their stores and the unpacked products offered. Beitzen-Heineke et al. (2017) called for additional research on the drivers of consumers' loyalty to zero-packaging stores and their products. Similarly, [START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF] indicated that models specific to the context of package free shopping are needed to explain the variance in behaviors and deduce interventions for encouraging this new sustainable practice.

Therefore, this study will establish the effects of offering packaging-free products in a grocery store on the store's relationships with its consumers. More specifically, this study postulates that packaging-free products contribute to increasing or strengthening the perceived proximity between a consumer and a retailer's stores and, ultimately, consumer loyalty to these stores and to the bulk products offered. To do so, this work will examine three subdimensions of perceived proximity (identity, process, and relational), which were suggested by the founding research of Beitzen-Heineke et al. (2017). Beitzen-Heineke et al. (2017) stated that consumers of bulk areas in grocery stores or stores entirely devoted to the sale of packaging-free products seek to live a different shopping experience. In these areas or stores, consumers appreciate having contacts with employees and receiving information on in-store operations (e.g., on the cleaning of the dispensers of bulk products) and on the values promoted by the zeropackaging concept, looking respectively for relational, process, and identity proximity (Bergadaà and Del Bucchia, 2009;[START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF][START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF]. However, from store owners' point of view, in bulk areas in grocery stores or in stores entirely devoted to the sale of packaging-free products, in-store operations are more time consuming (e.g., when handling the products and the stocks). Thus, retailers need consumers to come and make purchases regularly and become loyal consumers (Beitzen-Heineke et al., 2017). Consequently, the current research will investigate consumers' loyalty to stores that offer unpacked products. To do so, it will differentiate transactional loyalty (satisfaction-loyalty) from relational loyalty (satisfaction-trust-loyalty) [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF] and examine the links between them. A relational chain will thus be highlighted (Aurier and N'Goala, 2010).

From a theoretical point of view, this study on bulk products will add to previous works dedicated to corporate social responsibility [START_REF] Turker | Measuring corporate social responsibility: A scale development study[END_REF][START_REF] Pérez | Measuring CSR image: Three studies to develop and to validate a reliable measurement tool[END_REF][START_REF] Moisescu | Development and validation of a measurement scale for customers' perceptions of corporate social responsibility[END_REF]Latif et al., 2018;[START_REF] Chakraborty | Corporate social responsibility in marketing: A review of the state-of-the-art literature[END_REF] and sustainable consumer behavior [START_REF] Webb | A Re-examination of Socially Responsible Consumption and its Measurement[END_REF][START_REF] Yan | Developing a trichotomy model to measure socially responsible behavior in China[END_REF][START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF][START_REF] Villa Castaño | Socially responsible consumption: An application in Colombia[END_REF][START_REF] Zeiss | From environmental awareness to sustainable practices: A case of packagingfree shopping[END_REF]. It will also suggest avenues of research on these topical subjects. From a managerial point of view, it will indicate to retailers the effects of offering bulk products on consumer loyalty to their points of sale through the perceived proximity between these consumers and the points of sale. It will also inform retailers about levers of action to use based on the different profiles of buyers and consumers of packaging-free products (convinced, pragmatic, and wary consumers) in order to increase or strengthen their intangible proximity to their points of sale (measured by three subdimensions: identity, process, and relational) and, ultimately, their transactional and relational loyalties to these retailers and to the bulk products they offer.

The rest of the article is organized into three parts. The first part will present the literature review. The second part will focus on the research model and hypotheses, as well as on the methodology used. Finally, in the third part, the research results, their theoretical and managerial implications, the study limitations, and future research avenues will be discussed.

Literature Review

In this section, package free shopping will be linked to Corporate Social Responsibility (CSR) and sustainable consumer behavior (SCB) or socially responsible consumer behavior (SRCB). This section will also describe how companies, such as retailers, can use sustainable products, such as bulk products, to intensify the relationships established with their consumers and to develop or increase consumers' loyalty to their stores.

Corporate Social Responsibility

Many definitions of CSR exist in the literature, but none is unanimously established. The ISO 26000 standard defines CSR as "the responsibility of an organization for the impacts of its decisions and activities on society and the environment, through transparent and ethical behavior that: contributes to sustainable development, including health and the welfare of society; takes into account the expectations of stakeholders; is in compliance with applicable law and consistent with international norms of behavior; is integrated throughout the organization and practiced in its relations9 ." [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF] synthetized these commitments in a short statement: CSR is "a company's commitment to minimizing or eliminating any harmful effects and maximizing its long-run beneficial impact on society." In their state-of-the-art literature review, [START_REF] Chakraborty | Corporate social responsibility in marketing: A review of the state-of-the-art literature[END_REF] defined CSR as "the practice of favoring altruism over materialism, thinking beyond the shareholder to encompass all the stakeholders and giving back or maintaining the resources from where they are accrued." According to stakeholder theory [START_REF] Freeman | Strategic management: A stakeholder approach[END_REF], this last definition stresses that the responsibility of a company concerns multiple stakeholders who are affected by the achievement of its objectives. Over time, CSR has evolved from a unidimensional construct to a richer multi-dimensional construct [START_REF] Latif | Measuring corporate social responsibility: A critical review of survey instruments[END_REF], which may integrate several objectives and different stakeholders, including consumers [START_REF] Chakraborty | Corporate social responsibility in marketing: A review of the state-of-the-art literature[END_REF].

In their meta-analysis, [START_REF] Moisescu | Development and validation of a measurement scale for customers' perceptions of corporate social responsibility[END_REF] highlighted four main dimensions of CSR: philanthropic activities, respect for the environment, respect for consumers, and respect for workers. In their literature review, [START_REF] Chakraborty | Corporate social responsibility in marketing: A review of the state-of-the-art literature[END_REF] emphasized six dimensions of CSR: social, environmental, governance, employee, external stakeholder (i.e., consumers and suppliers), and economic. Table 1 presents the actions included in the respect for consumers dimension by [START_REF] Moisescu | Development and validation of a measurement scale for customers' perceptions of corporate social responsibility[END_REF] and the external stakeholder dimension, with a specific focus on consumers, by [START_REF] Chakraborty | Corporate social responsibility in marketing: A review of the state-of-the-art literature[END_REF]. The table also includes items focused on consumers' CSR dimension from the works of [START_REF] Turker | Measuring corporate social responsibility: A scale development study[END_REF] and [START_REF] Pérez | Measuring CSR image: Three studies to develop and to validate a reliable measurement tool[END_REF], who applied a systematic and complete methodology to develop a measurement scale of CSR image. Recently, Latif et al. (2018) developed a 30-item scale that is entirely dedicated to companies' responsibilities toward their consumers and comprises six dimensions: developmental responsibilities (with actions such as investing in innovations that provide an advantage to customers), ethical responsibilities (e.g., being concerned to fulfill company obligations toward customers), relationship-building responsibilities (e.g., making an effort to know customers' needs), responsiveness (e.g., showing concern to customers' interests), and information-sharing responsibilities (e.g., offering clear, precise, and required information).

From these works, the offer of quality bulk products to consumers at reasonable prices and with the required selling information in order to satisfy their needs [START_REF] Turker | Measuring corporate social responsibility: A scale development study[END_REF][START_REF] Pérez | Measuring CSR image: Three studies to develop and to validate a reliable measurement tool[END_REF][START_REF] Moisescu | Development and validation of a measurement scale for customers' perceptions of corporate social responsibility[END_REF]Latif et al., 2018;[START_REF] Chakraborty | Corporate social responsibility in marketing: A review of the state-of-the-art literature[END_REF]) may be considered a part of companies' (e.g., retailers) CSR policy (Beitzen-Heineke et al., 2017;[START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. Companies that offer sustainable products, such as bulk products (Beitzen-Heineke et al., 2017;[START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF][START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF], are expecting that consumers will reward their sustainable actions. CSR may indeed generate several positive outcomes for a company, such as positive perceptions of this company, (repeat) purchases of the sustainable products offered, and positive word-of-mouth, contributing to an increase in the company's benefits [START_REF] Sen | Does doing good always lead to doing better? Consumer reactions to corporate social responsibility[END_REF][START_REF] Luo | Corporate social responsibility, customer satisfaction, and market value[END_REF][START_REF] Luo | The debate over doing good: corporate social performance, strategic marketing levers, and firm-idiosyncratic risk[END_REF][START_REF] Vlachos | Corporate social responsibility: attributions, loyalty, and the mediating role of trust[END_REF][START_REF] Stanaland | Consumer perceptions of the antecedents and consequences of corporate social responsibility[END_REF][START_REF] Olsen | Green claims and message frames: How green new products change brand attitude[END_REF][START_REF] Lacey | Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature[END_REF][START_REF] Huang | The importance of CSR in forming customer-company identification and long-term loyalty[END_REF]. The sustainable products proposed will also help consumers adopt more sustainable behaviors [START_REF] Winterich | Knowing what it makes: How product transformation salience increases recycling[END_REF].

[insert table 1]

Sustainable Consumer Behavior

The literature gives different definitions of Sustainable Consumer Behavior (SCB) or socially responsible consumer behavior (SRCB). It is a dynamic and complex concept that varies according to the values and context of the country involved [START_REF] Villa Castaño | Socially responsible consumption: An application in Colombia[END_REF]. [START_REF] Webster | Determining the characteristics of the socially conscious consumer[END_REF] proposed the first definition of this concept: "it includes all behaviors where a consumer takes into account the public consequences of his or her private consumption or attempts to use his or her purchasing power to bring about social change." In 1994, at the Oslo Symposium, SCB was conceptualized as "the use of goods and services that respond to basic needs and bring a better quality of life, while minimizing the use of natural resources, toxic materials and emissions of waste and pollutants over the life cycle, so as not to jeopardize the needs of future generations" (UNEP, 2010, p. 1210 ). Recently, [START_REF] White | how to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework[END_REF] defined SCB in their literature review as "actions that result in decreases in adverse environmental impacts as well as decreased utilization of natural resources across the lifecycle of the product, behavior, or service." These authors also specified that based on a holistic approach to sustainability (Norman and MacDonald 2004), the improvement of environmental sustainability results in social and economic progress.

Responsible consumers consider the impacts of their consumption on society in addition to their own interests. Their objective is to minimize the harmful effects of their consumption and to maximize its long-term beneficial effects on society [START_REF] Webb | A Re-examination of Socially Responsible Consumption and its Measurement[END_REF]. Consumers can be concerned about the environment and/or the social aspect [START_REF] Chernev | Doing well by doing good: The benevolent halo of corporate social responsibility[END_REF][START_REF] Geiger | Measuring what matters in sustainable consumption: An integrative framework for the selection of relevant behaviors[END_REF][START_REF] Tascioglu | The impact of retailers' sustainability and price on consumers' responses in different cultural contexts[END_REF]. These concerns are expressed in a restricted way through consumption choices based on companies' more or less responsible behaviors or, in a broader way, through committed consumption behaviors, such as preserving the environment with recycling, helping small and medium-sized businesses, and favoring the purchase of made in, local, organic, fair trade, animal-friendly, and ecologically packaged products [START_REF] François-Lecompte | Mieux connaître le consommateur socialement responsable[END_REF][START_REF] Yan | Developing a trichotomy model to measure socially responsible behavior in China[END_REF][START_REF] Moser | Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers[END_REF][START_REF] Séré De Lanauze | Mieux comprendre l'image du consommateur responsable : de la personne idéale aux stéréotypes négatifs[END_REF][START_REF] Winterich | Knowing what it makes: How product transformation salience increases recycling[END_REF].

Different dimensions of SCB have been postulated (see Table 2), and different measurement scales have been proposed to measure it. From these dimensions, different consumer groups can be identified according to their SCB behaviors (e.g., [START_REF] François-Lecompte | Mieux connaître le consommateur socialement responsable[END_REF][START_REF] Gonzalez | Comment les consommateurs socialement responsables se représentent-ils la consommation ? Une approche par les associations libres[END_REF][START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF]. However, the proposed measurement scales suffer from two main limitations. They do not allow for an exhaustive measurement of socially responsible behaviors. Some scales only measure purchasing attitudes and intentions; the results could therefore be biased by social desirability, leading to an overestimation of the amount of SCB [START_REF] Walker | Social responsibility and the Olympic Games: The mediating role of consumer attributions[END_REF][START_REF] François-Lecompte | Mieux connaître le consommateur socialement responsable[END_REF][START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF][START_REF] Ertz | How consumers react to environmental information: An experimental study[END_REF]. The scale developed in a Quebec context by [START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF] avoids these pitfalls. The eight dimensions of the scale consider not only purchasing behaviors but also non-purchasing and post-purchasing behaviors, such as deconsumption, the use of sustainable transportation, recycling, and composting. In the same vein, the items of the scale of [START_REF] Geiger | Measuring what matters in sustainable consumption: An integrative framework for the selection of relevant behaviors[END_REF] cover the acquisition, usage, and disposal phases of consumers' consumption journey.

In essence, the purchase and consumption of bulk products are sustainable behaviors that have been neglected by current research on SCB or SRCB. Package free shopping has been assessed only indirectly through SCB dimensions, such as deconsumption behavior [START_REF] François-Lecompte | Mieux connaître le consommateur socialement responsable[END_REF][START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF][START_REF] Yan | Developing a trichotomy model to measure socially responsible behavior in China[END_REF][START_REF] Villa Castaño | Socially responsible consumption: An application in Colombia[END_REF][START_REF] Zeiss | From environmental awareness to sustainable practices: A case of packagingfree shopping[END_REF] and care for the environment [START_REF] Roberts | Profiling levels of socially responsible consumer behavior: a cluster analytic approach and its implications for marketing[END_REF][START_REF] Webb | A Re-examination of Socially Responsible Consumption and its Measurement[END_REF][START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF][START_REF] Yan | Developing a trichotomy model to measure socially responsible behavior in China[END_REF]Balderjahn et al., 2013;[START_REF] Quazi | Conceptualizing and measuring consumer social responsibility: A neglected aspect of consumer research[END_REF][START_REF] Geiger | Measuring what matters in sustainable consumption: An integrative framework for the selection of relevant behaviors[END_REF][START_REF] Quoquab | A multiple-item scale for measuring "sustainable consumption behaviour" construct: Development and psychometric evaluation[END_REF].

[insert table 2]

Packaging-free Products

Packaging-free shopping can be defined as a distribution system consisting of the sale of packaging-free consumer products (excluding fruit and vegetables) by weight or volume (depending on whether they are solid or liquid products), prepared at the point of sale either in simplified packaging provided by the store or in a container brought by the customer. Packaging-free shopping is both a responsible consumption method and a more ecological, sustainable, and environment-friendly distribution method (Binninger and Robert, 2008). According to [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF], package free shopping has three main advantages. The first and obvious advantage is a decrease in the production of plastic waste [START_REF] Lindh | Consumer perceptions of food packaging: contributing to or counteracting environmentally sustainable development[END_REF][START_REF] Zeiss | From environmental awareness to sustainable practices: A case of packagingfree shopping[END_REF] and food waste (Beitzen-Heineke et al., 2017;[START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. The second advantage is a lower level of carbon dioxide emissions. The last advantage is a decrease in transport costs, as this type of trade generally promotes a local market distribution. However, package free shopping is often perceived by consumers as inconvenient and demanding (Beitzen-Heineke et al., 2017;[START_REF] Zeiss | From environmental awareness to sustainable practices: A case of packagingfree shopping[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF][START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF]. It is inconvenient because there are few stores providing it, and these stores may be located away from consumers' shopping routes. It is demanding because consumers have to plan their shopping to know the amount of products they want to buy and thus the containers they have to bring with them to the stores.

Previous research on package free shopping pointed out how this new sustainable practice has emerged. Beitzen-Heineke et al. (2017) highlighted several barriers and drivers to explain the adoption of the zero-packaging concept by suppliers and consumers (see Table 2). [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] stressed that the development of package free shopping requires breaking not only consumers' but also store owners' old habits/practices and establishing new ones. From consumers' point of view, the practice of shopping needs to be reinvented in three complementary ways. First, consumers need to re-think their shopping by making it meaningful in a new way (i.e., sustainable shopping). Second, they have to be re-skilled by acquiring new competencies (e.g., to use the dispensers of unpacked products, which are highly specific). Lastly, consumers need to re-equip by adopting reusable bags, jars, and other containers to bring with them to zero-packaging stores. From store owners' point of view, package free shopping requires the re-materialization of stores (changing the material arrangement that makes this mode of shopping possible). Stores have to introduce new display devices and signage to promote this new way of shopping. They also have to provide reusable containers (bought by the stores or left by other consumers of bulk products) or disposable containers (paper or plastic bags) to consumers to replace packages. Table 3 offers a synthesis of the main barriers to and drivers for the adoption of the zero-packaging concept by suppliers, store owners, and consumers.

In essence, the purchase and consumption of bulk products are sustainable behaviors that involve the formation of new habits [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF][START_REF] Winterich | Knowing what it makes: How product transformation salience increases recycling[END_REF]. Habits are behaviors that persist if they become automatic responses to specific contexts [START_REF] Kurz | Habitual behaviors or patterns of practice? Explaining and changing repetitive climate-relevant actions[END_REF]. However, they imply substituting automatic food consumption behaviors, which are often unsustainable, with new sustainable habits [START_REF] Verplanken | Empowering interventions to promote sustainable lifestyles: Testing the habit discontinuity hypothesis in a field experiment[END_REF], such as replacing the purchase of packaged food with bulk products. These new sustainable behaviors require consumers to make some efforts, such as bringing containers with them to zeropackaging stores. These newly acquired sustainable habits are an opportunity for retailers to strengthen their relationships with consumers [START_REF] Winterich | Knowing what it makes: How product transformation salience increases recycling[END_REF] and develop or increase consumers' loyalty to their stores.

[insert table 3]

Relationship Development and Maintenance

Empirical evidence has shown that retailers can benefit from creating and maintaining strong relationships with their consumers that enhance proximity, value, satisfaction, trust, attachment, and commitment, ultimately improving profitability [START_REF] Morgan | The commitment-trust theory of relationship marketing[END_REF][START_REF] Garbarino | The different roles of satisfaction, trust, and commitment in customer relationships[END_REF][START_REF] Chaudhuri | The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty[END_REF][START_REF] Bolton | The theoretical underpinnings of customer asset management: A framework and propositions for future research[END_REF][START_REF] Palmatier | Factors influencing the effectiveness of relationship marketing: A meta-analysis[END_REF][START_REF] Srivastava | Value creation through relationship closeness[END_REF]Aurier and N'Goala 2010). Constructs of quality, proximity, value, and satisfaction are used in marketing strategies that are transactional. These strategies tend to attract more clients [START_REF] Dwyer | Developing buyer-seller relationships[END_REF][START_REF] Grönroos | From marketing mix to relationship marketing: Towards a paradigm shift in marketing[END_REF]. Constructs of trust and commitment are used in marketing strategies that are relationship based. These strategies tend to generate more business with existing clients [START_REF] Dwyer | Developing buyer-seller relationships[END_REF][START_REF] Grönroos | From marketing mix to relationship marketing: Towards a paradigm shift in marketing[END_REF].

These two strategies exist in consumer research [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF]; they form a continuum. At one extreme, consumers have punctual relationships with retailers, exchanging valuable goods and services for money that will determine their level of satisfaction and loyalty. This corresponds to transactional loyalty. At the other extreme, consumers have deeper relationships with retailers, expecting fair returns and making tangible and intangible investments based on their levels of satisfaction and trust that will then lead to commitment, which is often considered a measure of loyalty or attachment. This corresponds to relational loyalty.

To study the relationships between companies and consumers, Aurier and N'Goala ( 2010) proposed an integrative conceptual framework. It takes the form of a relational chain from quality, value, satisfaction, trust, and commitment to actual patronage behaviors. This relational chain thus explains to companies how they can influence consumers' patronage behaviors by leveraging the evaluations of products or services through the constructs of quality, value, and satisfaction, and then consumers' perceptions of the quality of the relationship established between them and the companies through the concepts of satisfaction, trust, and commitment.

Following this reasoning, the present study will propose an innovative proposal combining transactional loyalty and relational loyalty [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF]. To supplement previous research, it will use the concept of proximity instead of the concept of value [START_REF] Srivastava | Value creation through relationship closeness[END_REF]. The concept of proximity has received little attention in the literature [START_REF] Lenglet | La proximité en marketing: proposition d'un cadre intégrateur et agenda de recherche[END_REF]. This concept will be integrated into a relational chain that will distinguish and link transactional loyalty (satisfaction-loyalty) and relational loyalty (satisfaction-trust-loyalty) [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF].

Research Model and Hypotheses

Main Model

The question of proximity is not based on a specific theory. Physical proximity between individuals is a social fact before it is a polysemic concept [START_REF] Gomez | Distance et proximité. Esquisse d'une problématique pour les organisations[END_REF][START_REF] Lenglet | La proximité en marketing: proposition d'un cadre intégrateur et agenda de recherche[END_REF], which can affect our understanding of it [START_REF] Laut | Proximité et commerce : pour l'éclairage du concept[END_REF][START_REF] Lenglet | La proximité en marketing: proposition d'un cadre intégrateur et agenda de recherche[END_REF]. In addition, proximity is both a state and a feeling. There is no single proximity but rather different feelings of proximity depending on the individuals involved [START_REF] Laut | Proximité et commerce : pour l'éclairage du concept[END_REF].

After an exhaustive review of the studies done on perceived proximity in different areas (economy of proximity, sociology, geography, marketing, and retailing), [START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF] recognized two supra-dimensions of this concept: a material aspect, or access proximity, and an intangible aspect. In marketing and retailing, the intangible aspect is broken down into three subdimensions: identity, relational, and process (Bergadaà and Del Bucchia, 2009;[START_REF] Capo | Le concept de proximité comme source de différenciation : proposition d'une grille de lecture des positionnements voulus des distributeurs français[END_REF][START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF][START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF]. Identity proximity corresponds to the relationship between a consumer and a retailer and the values this relationship represents. The customer sees himself in the values advocated by the retailer. Process proximity consists of the importance given to the store's internal functioning by the consumer. This guarantees the quality of the products and the expected service (store and department management). Relational proximity is the relationship between a consumer and the store's sales staff (reception, discussions, advice).

In this research, the concept of proximity will be applied to a grocery store and its bulk area (GS&BA). In the retailing field, proximity is a major concept because it plays an important role in establishing and maintaining long-term relationships between a company and its consumers (Bergadaà and Del Bucchia, 2009;[START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF][START_REF] Capo | Le concept de proximité comme source de différenciation : proposition d'une grille de lecture des positionnements voulus des distributeurs français[END_REF]. However, studies on the concept of proximity in this field are scarce [START_REF] Lenglet | La proximité en marketing: proposition d'un cadre intégrateur et agenda de recherche[END_REF]. Studies essentially described the different dimensions of proximity for a point of sale (Bergadaà and Del Bucchia, 2009;[START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF][START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF], a collective point of sale [START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF], or a direct sales channel [START_REF] Hérault-Fournier | Diagnostiquer la proximité perçue en vente directe de produits alimentaires[END_REF].

Three subdimensions of this concept-identity, process, and relational-will be considered. The founding research of Beitzen-Heineke et al. (2017) pointed out that the bulk areas in grocery stores or stores entirely devoted to the sale of packaging-free products offer a different shopping experience and answer consumers' needs of identity, process, and relational proximities. The relationships between these three components of proximity and consumers' satisfaction, trust, and loyalty [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF] will be systematically investigated, including the relationships between satisfaction, trust, and loyalty. The literature on the concept of proximity in the retailing field and the literature on relationship marketing will be considered to posit the research hypotheses.

First, consumers of bulk products are generally committed to the values promoted by zeropackaging stores (Beitzen-Heineke et al., 2017), looking for identity proximity (Bergadaà and Del Bucchia, 2009;[START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF][START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF]. These values are more often as follows (Beitzen-Heineke et al., 2017;[START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]: 1° to reduce food over-consumption caused by brands, packaging, and promotional activities; 2° to improve food quality (by proposing products with organic production, regional origin, and fair trade commitments) and consumer health (by encouraging the substitution of processed foods with self-cooked meals); 3° to limit food and plastic waste by encouraging consumers to choose the right portion size and to bring reusable containers; and 4° to increase consumers' social and environmental awareness and practices through the information given in (through posters) and outside (through the store's website and applications) the store (e.g., amount of the product price the producer receives or the emissions saved by renouncing disposable packaging).

Extrapolating the results of previous works for a collective point of sale [START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF] and a direct sales channel [START_REF] Hérault-Fournier | Diagnostiquer la proximité perçue en vente directe de produits alimentaires[END_REF], the authors of the present work posit a positive link between identity proximity and consumers' trust in a GS&BA. A link between identity proximity and consumers' satisfaction is also hypothesized. If this link has not yet been tested, [START_REF] Dampérat | Vers un renforcement de la proximité des relations client[END_REF] and [START_REF] Hérault-Fournier | Diagnostiquer la proximité perçue en vente directe de produits alimentaires[END_REF] suggested it. Lastly, a relationship between identity proximity and consumers' loyalty is postulated. If [START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF] did not establish this specific link for a convenience store of a large grocery retail group selling conventional products, the authors of the current study believe that it is relevant to posit it for a zero-packaging store that promotes sustainable values and products (Beitzen-Heineke et al., 2017;[START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. Moreover, [START_REF] Gillani | The impact of proximity on consumer fair trade engagement and purchasing behavior: the moderating role of empathic concern and hypocrisy[END_REF] showed that identity proximity is a crucial precondition for consumer engagement, which is often considered a measure of loyalty, with sustainable products, such as fair trade products.

From the preceding discussion, the following hypothesis is thus posited: H1. The perceived identity proximity of a grocery store and its bulk area has a positive effect on the satisfaction (a), trust (b), and loyalty (c) of a consumer toward this store and this area.

Second, consumers of bulk products want to have information on zero-packaging store operations (e.g., the cleaning of dispensers to prevent food safety risks or the storage of unpacked products) (Beitzen-Heineke et al., 2017), looking for process proximity (Bergadaà and Del Bucchia, 2009;[START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF][START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF].

Considering the works of [START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF] and [START_REF] Hérault-Fournier | Diagnostiquer la proximité perçue en vente directe de produits alimentaires[END_REF], the authors of the present research posit a positive link between process proximity and consumers' trust in a GS&BA. They believe that the results of [START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF] on a collective point of sale and a direct sales channel (2014) can be extended to a GS&BA. A link between identity proximity and consumers' satisfaction, based on Homburg's (1998) work, is also hypothesized. This author showed the impact of proximity (closeness), measured by its process and relational dimensions, on satisfaction for industrial markets. Lastly, the authors of the current study posit a positive link between process proximity and consumers' loyalty. [START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF] did not consider this specific component of perceived proximity in their study on the impact of proximity on loyalty. They deemed it inappropriate for a convenience store of a large grocery retail group selling packed products. However, they suggested that it would be adequate for other distribution channels and products, such as zeropackaging stores selling unpacked products.

With reference to the aforementioned works, the following hypothesis is proposed: H2. The process identity proximity of a grocery store and its bulk area has a positive effect on the satisfaction (a), trust (b), and loyalty (c) of a consumer toward this store and this area.

Lastly, the shopping experience in zero-packaging stores is less stressful, and consumers of bulk products appreciate having contacts with employees to help them (e.g., to be served and to get the unpacked products they want) and to have information on the products sold (e.g., their origin, the labels obtained, and how to prepare and consume these products) (Beitzen-Heineke et al., 2017). They prioritize again the products and the human (Beitzen-Heineke et al., 2017), looking for relational proximity (Bergadaà and Del Bucchia, 2009;[START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF][START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF]. [START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF] established a link between relational proximity and consumers' trust in a collective point of sale, and similarly, the authors of the current study hypothesize that this link will also be demonstrated for a zero-packaging store. In the same vein, the result of [START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF] for a convenience store will be extended for this kind of store. These authors indicated a positive and significant link between relational proximity and consumers' loyalty. Convenience store consumers attach great importance to relational proximity and the contacts they have with the staff and managers of the store, as suggested by Beitzen-Heineke et al. (2017) for a zero-packaging store; consequently, they become loyal customers of this store and its products. [START_REF] Mende | Decoding customer-firm relationships: How attachment styles help explain customers' preferences for closeness, repur-chase intentions, and changes in relationship breadth[END_REF] also indicated a positive impact of relational proximity (closeness) on loyalty for the insurance sector. Lastly, a link between relational proximity and consumers' satisfaction is posited, as Barnes (1997) found a correlation between relational proximity and satisfaction in the bank sector.

Accordingly, the following hypothesis is proposed: H3. The perceived relational proximity of a grocery store and its bulk area has a positive effect on the satisfaction (a), trust (b), and loyalty (c) of a consumer toward this store and this area.

Mediating Effects

Previous works have mainly studied the specific links between consumer satisfaction and loyalty (e.g., [START_REF] Stathopoulou | The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high-and low-end fashion retailers[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF], between trust and loyalty (e.g., [START_REF] Frasquet | Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment[END_REF][START_REF] Park | Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction and trust[END_REF], and between satisfaction and trust (e.g., [START_REF] Park | Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction and trust[END_REF][START_REF] Fatima | Impact of relational benefits on trust in the Asian context: Alternative model testing with satisfaction as a mediator and relationship age as a moderator[END_REF]. Considering these works and the relational chain proposed by Aurier and N'Goala (2010) and basing on previous studies in the field of relationship marketing [START_REF] Morgan | The commitment-trust theory of relationship marketing[END_REF][START_REF] Garbarino | The different roles of satisfaction, trust, and commitment in customer relationships[END_REF][START_REF] Chaudhuri | The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty[END_REF][START_REF] Bolton | The theoretical underpinnings of customer asset management: A framework and propositions for future research[END_REF][START_REF] Palmatier | Factors influencing the effectiveness of relationship marketing: A meta-analysis[END_REF][START_REF] Srivastava | Value creation through relationship closeness[END_REF], the present research will focus on the relationships between these concepts and will investigate several mediating effects. The concept of proximity will be integrated into this relational chain [START_REF] Srivastava | Value creation through relationship closeness[END_REF], and transactional loyalty (satisfaction-loyalty) will be distinguished from relational loyalty (satisfaction-trust-loyalty) [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF].

From the aforementioned reasoning, the following hypotheses are then postulated: H4. The relationship between the three dimensions of perceived proximity (identity, process, and relational) of the bulk area of a grocery store and consumers' loyalty toward this store and this area is positively and partially mediated by consumers' satisfaction toward this store and this area. H5. The relationship between the three dimensions of perceived proximity (identity, process, and relational) of the bulk area of a grocery store and consumers' loyalty toward this store and this area is positively and partially mediated by consumers' trust in this store and this area. H6. The relationship between the three dimensions of perceived proximity (identity, process, and relational) of the bulk area of a grocery store and consumers' loyalty toward this store and this area is positively and partially mediated by consumers' satisfaction and trust toward this store and this area.

Moderating Effect

According to [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF] and [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF], three groups of consumers of unpacked products need to be distinguished. The first group consists of consumers of packaging-free products. The second group consists of consumers who are less used to this new mode of sustainable consumption. The last group consists of consumers who have just tried this trend.

The consumers of the first group have the ability to recognize the containers that are most suitable for each product and the steps needed to reuse/recycle such containers (washing and sterilization). They have the habits and skills to use the bulk dispensers in stores. They pay attention to the quality of the products (e.g., they are looking for local or organic products). They want to reduce food waste and adopt a sustainable consumption lifestyle. In the same vein, [START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF] highlighted that pro-environmental personal norms encourage the purchasing of unpacked products.

The consumers of the second and last groups value less or do not value, respectively, the opportunity of recycling and reusing containers. The cleanup and transportation of containers are considered quite boring activities. Thus, the products bought are placed in disposable bags in paper. They mainly want to select the right amounts of products according to their needs. They pay attention to their health, but they also want to save money.

Based on the works of [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF] and [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF], the following hypothesis is postulated: H7. The relationships previously posited are stronger for regular packaging-free consumers than for consumers who are less used to unpackaged products and consumers who have just tried this new mode of sustainable consumption.

Figure 1 shows the model and the research hypotheses.

[insert figure 1] Methodology

Data Collection

Our research focused on a bulk area or a marked space for packaging-free sale within a university cooperative convenience store. Thus, this store also proposes to its consumers a conventional assortment of packaged goods. The unpacked products sold are solid bulk products, such as pasta, lentils, cereals, nuts, sugar, and spices, and liquid bulk products, such as olive oil, vinegar, detergents, and hygiene products. These products are sold in dispensers in plastic. The receptacles of solid bulk products are transparent, so consumers may see the products. By contrast, the receptacles of liquid bulk products are not. Information on the product type, its origin, labels obtained, and how to prepare and consume the product is provided on the dispensers. The purchasing rules are clearly explained on a poster, so consumers have to follow the instructions given when buying. To purchase the products, consumers may bring their own containers, or the store offers them paper bags or containers often left by other consumers.

The link to an online questionnaire was sent by e-mail to the consumers of the university cooperative convenience store who have a loyalty card. After answering screening questions to check that they are buyers and consumers of unpacked products (solid and/or liquid) and that they buy these products at this store, the consumers answered the questionnaire. In total, 1,407 buyers and consumers of unpacked products at this store participated in the survey (response rate: 46%). Of this sample, 79.1% are women. In terms of age, 29.5% are less than 25 years old, 49.6% are 25 to 44 years old, 18.6% are 45 to 64 years old, and 2.3% are 65 years old and above. In terms of occupation, 52.8% are students, 31.4% are employees, 8.5% are professors, 4.6% are lecturers, and 2.8% are executives.

Measurement Scales

Four, two, and three items from Hérault-Fournier et al.'s (2012) study were used to measure the perceived identity, process, and relational proximities, respectively, of a GS&BA. Three items from the work of [START_REF] Oliver | A cognitive model of the antecedents and consequences of satisfaction decisions[END_REF] were used to measure satisfaction. Loyalty was measured with three items from the study of [START_REF] Zeithaml | The behavioral consequences of service quality[END_REF] that assesses consumers' intentions of future behavior toward a GS&BA. Finally, two items from Kaabachi's study (2015) were used to measure the level of consumer trust in the GS&BA.

As recommended by previous studies on bulk products [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF], psychographic and behavioral variables were integrated. Three items were used to measure the sensitivity to food waste (Le [START_REF] Borgne | Perceived probability of food waste: Influence on consumer attitudes toward and choice of sales promotions[END_REF] of buyers and consumers of bulk products, eight items to measure their level of socially responsible consumption [START_REF] Durif | Socially responsible consumers: Profile and implications for marketing strategy[END_REF], three items to measure their resistance to the consumer society through bulk products [START_REF] Roux | Une mesure des motivations envers l'achat d'occasion, leurs antécédents et leurs conséquences[END_REF], and three items to measure their price sensitivity [START_REF] Lichtenstein | Price perceptions and consumer shopping behavior: A field study[END_REF]. The purchase frequencies of solid and liquid bulk products were also measured [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF], as were eight drivers of and six barriers to buying and consuming bulk products (Beitzen-Heineke et al., 2017;[START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF].

In the survey, consumers were asked to indicate their level of agreement or disagreement with these items using a Likert-type scale with five possible responses (from 1, strongly disagree, to 5, strongly agree).

Statistical Analyses

In this research, partial least squares structural equation modelling (PLS-SEM) with a bootstrap procedure with 5,000 replications [START_REF] Tenenhaus | PLS path modelling[END_REF] was used to analyze the data. PLS-SEM (with the software XLSTAT 2020), which is considered variance-based, was used instead of covariance-based structural equation modelling (CB-SEM) [START_REF] Hair | A primer on partial least squares structural equation modeling (PLS-SEM)[END_REF] for two main reasons [START_REF] Hair | An assessment of the use of partial least squares structural equation modeling in marketing research[END_REF][START_REF] Hair | Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research[END_REF]. First, it does not require the variables to follow a multivariate normal distribution (computed coefficient Mardia > |3| in this research). Second, it allows working with exploratory models that may include many latent variables and relationships.

First, the measurement and structural models for the total sample (n = 1,407) were tested following the recommendation of [START_REF] Hair | When to use and how to report the results of PLS-SEM[END_REF] in reporting the results. To test the mediating effects, the authors of the current study followed the procedure advocated by [START_REF] Cepeda | Mediation analyses in partial least squares structural equation modeling: Guidelines and empirical examples[END_REF], which was specifically developed for PLS-SEM. According to the present research model, the significance of one direct (c') and four indirect effects (a1 × b1, a2 × b2, a2 × b2, and a1 × a3 × b2) was estimated.

Second, an ascending hierarchical classification using Ward's method and squared Euclidean distance was used. The factor scores from a principal component analysis (PCA) were used on the four psychographic variables measured (price sensitivity, socially responsible consumption, sensitivity to food waste, and resistance to the consumer society) as input variables to distinguish subgroups of consumers. Thus, a typology based on psychographic variables has been favored to offer a deep understanding of consumer profiles [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF][START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF]. However, the description of the three groups formed was completed with socio-demographic and behavioral variables (the purchase frequency of solid and liquid bulk products and eight drivers of and six barriers to the purchase and consumption of bulk products).

Lastly, the measurement and structural models for the subgroups distinguished [START_REF] Henseler | Testing moderating effects in PLS path models: An illustration of available procedures[END_REF] were tested. Multi-group analyses and permutation tests were performed. For each loading and path coefficient, it provided a test of significance on the difference between the values obtained for each subgroup [START_REF] Chin | An introduction to a permutation based procedure for multi-group PLS analysis: results of tests of differences on simulated data and a cross cultural analysis of the sourcing of information system services between Germany and the USA[END_REF].

Results

Test of the Measurement Model

Confirmatory factor analysis was performed for the variables of the research model (see Figure 1). This analysis validated the unidimensional factor structures of the measurement scales used, consistent with previous works. The loadings, which are greater than 0.708 and statistically significant at the 1% level, are satisfactory [START_REF] Hair | When to use and how to report the results of PLS-SEM[END_REF] (Table 4). Then, Cronbach's alpha [START_REF] Cronbach | Coefficient alpha and the internal structure of tests[END_REF]) and Jöreskog's rhô [START_REF] Jöreskog | Statistical analysis of sets of congeneric tests[END_REF] coefficients were used to evaluate the reliability of the measurement scales used. The coefficients calculated are satisfactory (> 0.711 ) [START_REF] Hair | When to use and how to report the results of PLS-SEM[END_REF] (Table 5). Lastly, the approach advocated by [START_REF] Fornell | Evaluating structural equation models with unobservable variables and measurement error[END_REF] was used to establish convergent (average variance extracted [AVE]) validity (> 0.5) [START_REF] Hair | When to use and how to report the results of PLS-SEM[END_REF] (Table 4). The discriminant validity of the measurement scales was established through the heterotrait-monotrait (HTMT) method, as recommended by [START_REF] Henseler | A new criterion for assessing discriminant validity in variance-based structural equation modeling[END_REF] for variance-based SEM. The values in Table 5 are below the threshold of 0.90.

[insert tables 4 and 5]

Test of the Main Model

Following the test of the measurement model, the links of the research model were tested (Figure 2 and Table 6). Regarding the total sample, the perceived identity (PC = 0.476, p < 0.01), process (PC = 0.133, p < 0.01), and relational (PC = 0.081, p < 0.01) proximities of the GS&BA have a positive and significant influence on satisfaction with this store and this area. Therefore, Hypotheses 1a, 2a, and 3a are supported by the data. In terms of consumers' trust in the GS&BA and their intentions of future behavior toward them, only perceived identity (PC = 0.145, p < 0.01; PC = 0.046, p < 0.01) and process (PC = 0.161, p < 0.01; PC = 0.047, p < 0.01) proximities have a positive and significant impact. Therefore, only relational proximity has an effect on consumer satisfaction with a GS&BA; only Hypotheses 1b and c, as well as Hypotheses 2b and c, are supported by the data.

Satisfaction with the GS&BA has a significant positive influence on trust (PC = 0.614, p < 0.01) and intentions of future behavior (PC = 0.630, p < 0.01) toward this store and this area. Likewise, trust in the GS&BA has a positive and significant effect on the same variable (PC = 0.252, p < 0.01). The different variables considered in the research model explain 25.4% and 52.4% of satisfaction and trust, respectively, toward the GS&BA and 73% of the intentions of future behavior toward this store and this area.

[insert table 6 and figure 2]

Test of the Mediating Effects

The procedure advocated by [START_REF] Cepeda | Mediation analyses in partial least squares structural equation modeling: Guidelines and empirical examples[END_REF] was used to test the mediating effects (Table 7 andAppendix 1). When the direct effect is not significant and the indirect effect is significant (see Table 6), the mediation is full. The effect via the mediator is only indirect. In this case, the confidence intervals (CI) for the studied mediation effects do not include the 0 value. This means that the mediating effect is significantly different from 0. When both the direct effect and the indirect effect are significant, the mediation is partial. According to this procedure, satisfaction with the GS&BA is a key variable in this model, as it is a full mediating variable in the relationship between the perceived relational proximity of the GS&BA and intentions of future behavior toward this store and this area. Therefore, H4 is not validated for the relational proximity-satisfaction-intentions of future behavior relationship, as the mediation is full and not partial for it.

Satisfaction and trust in the GS&BA are also full mediating variables in the relationship between the perceived relational proximity of the GS&BA and intentions of future behavior toward this store and this area. Therefore, H6 is not validated for the relational proximitysatisfaction-trust-intentions of future behavior relationship, as the mediation is full and not partial for it. Finally, first, satisfaction; second, trust; and, lastly, both satisfaction and trust, toward the GS&BA are partial mediating variables of the relationships between the perceived identity and process proximities of the GS&BA and the intentions of future behavior toward this store and this area. Therefore, H4, H5, and H6 are supported for identity and process proximities.

[insert table 7]

Test of the Moderating Effect

Typological Analysis

The typological analysis carried out (see above) highlighted three groups of consumers: those who are wary (n = 578; 41.1%), those who are pragmatic (n = 483; 34.3%), and those who are convinced (n = 346; 24.6%) of bulk products. Tables 8,9, and 10 each show the groups' socio-psychographic, demographic, and behavioral characteristics. The three groups are homogeneous in terms of sex (χ² = 3.183; p-value = 0.204), age (χ² = 7.487; p-value = 0.278), occupation (χ² = 6.923; p-value = 0.545), and income (χ² = 12,073; p-value = 0.280).

The consumers who are wary of packaging-free products (n = 578) are those who are the least sensitive to food waste, the least resistant to the consumer society, the least socially responsible, and the least sensitive to price. The reliability measures (Cronbach's alpha and Jöreskog's rhô coefficients) and the convergent validity coefficient (AVE) are satisfactory because they are greater or close to 0.7 and 0.5, respectively [START_REF] Hair | When to use and how to report the results of PLS-SEM[END_REF] (Appendix 2). They have the highest scores for the six studied barriers to the purchase and consumption of bulk products. The results of the ANOVA tests and of the comparisons of means for independent samples that support these claims are available in Table 7. Those consumers are the ones who most rarely (29.8%) or sometimes (31.7%) consume solid bulk products (χ² = 33.289; p-value = 0.000) and never (49.5%) consume liquid bulk products (χ² = 44.913; pvalue = 0.000). Conversely, convinced consumers of bulk products (n = 346) are those who are the most sensitive to food waste, the most resistant to the consumer society, and the most socially responsible. They have the highest scores for six of the eight studied drivers of the purchase and consumption of bulk products. These consumers often (23.4%; 14.5%) and regularly (32.4%; 13.9%) consume solid and liquid bulk products. Finally, the consumers who are pragmatic toward bulk products (n = 483) fall between the two other groups regarding these specific products. They are the most price sensitive, they consider bulk products as the best way to discover new products (along with the convinced consumers), and they are the ones who most want to serve themselves.

[insert tables 8, 9 and 10]

Test of the Measurement Model

Confirmatory factor analyses confirmed the unidimensional factor structures of the measurement scales used for the three subgroups considered (see Table 3). Multi-group analyses and permutation tests [START_REF] Chin | An introduction to a permutation based procedure for multi-group PLS analysis: results of tests of differences on simulated data and a cross cultural analysis of the sourcing of information system services between Germany and the USA[END_REF] were also performed. These analyses showed the partial invariance of the measures used for the three subsamples considered. Of 51 differences computed, four are significant at the 5% level. The reliability measures (Cronbach's alpha and Jöreskog's rhô coefficients) are also satisfactory (> 0.712 ) (see Table 4). Lastly, the approaches of [START_REF] Fornell | Evaluating structural equation models with unobservable variables and measurement error[END_REF] and [START_REF] Henseler | A new criterion for assessing discriminant validity in variance-based structural equation modeling[END_REF] established the convergent (AVE) and discriminant validities, respectively (see Table 4).

Test of the Structural Model and the Mediating Effects

For convinced consumers of bulk products (Figure 3), a model almost identical to the one highlighted for the 1,407 buyers and consumers of bulk products studied was obtained. However, it should be noted that for these consumers, the link between the perceived process proximity of the GS&BA and the intentions of future behavior toward this store and this area is not significant (see Table 5). For them, the values held by the GS&BA (identity proximity) are what will directly influence their intentions of recommending them, coming back, and buying bulk products there again, rather than information they could receive about the storage conditions of bulk products and/or the cleaning of the dispensers used (process proximity). For these convinced consumers of packaging-free products, process proximity only has an indirect effect on the intentions of future behavior through satisfaction, trust, and both satisfaction and trust toward this store and this area. These three mediations are full. Table 6 provides a summary of these mediating effects.

For pragmatic consumers of bulk products (Figure 4), in addition to the non-significant link between the perceived process proximity of the GS&BA and the intentions of future behavior toward this store and this area, the absence of a link between the perceived identity proximity of the GS&BA and the intentions of future behavior toward this store and this area can also be noted. For this group of consumers, who are not as far along as convinced consumers in their process of buying and consuming bulk products, the values held by the GS&BA (identity proximity) have only an indirect impact on this variable through satisfaction, trust, and both satisfaction and trust in this store and this area. These three mediations are full. Table 6 provides a summary of these mediating effects.

Finally, for wary consumers of bulk products (Figure 5), in addition to the non-significant link between the perceived identity proximity of the GS&BA and the intentions of future behavior toward this store and this area, the absence of a link between the perceived identity proximity of the GS&BA and the trust in this store and this area can also be noted. For this group of consumers, who are just starting to buy and consume bulk products, the values held by the GS&BA (identity proximity) have no direct effect on trust or intentions of future behavior; the effect is only indirect through satisfaction and both satisfaction and trust. These two mediations are full. Table 6 provides a summary of these mediating effects. It should also be noted that for consumers who are wary of bulk products, the perceived relational proximity of the GS&BA has no impact on their satisfaction with this store and this area. Paradoxically, the presence of a salesperson in the store to serve these inexperienced consumers and/or to give them information does not seem to have a positive influence on their satisfaction.

In addition to these differences in the significance of the links between the three groups studied, notable differences in their magnitudes also deserve to be highlighted. Thus, the relationship between the perceived identity proximity of the GS&BA and satisfaction with this store and this area is stronger for pragmatic consumers (at the 10% threshold) and convinced consumers (at the 5% threshold) than for wary consumers. As for the relationship between the perceived process proximity of the GS&BA and trust in this store and this area, it is stronger for wary consumers (at the 10% threshold) and pragmatic consumers (at the 10% threshold) than for convinced consumers. Therefore, process proximity (information given on product and store management) has the strongest influence on trust for wary and pragmatic consumers, who still need to be concretely reassured about the storage conditions and/or cleaning methods of bulk dispensers. Consequently, the data do not support H7. In the case of convinced consumers, who are already used to the concept and devices relating to packagingfree products, their trust is influenced by identity proximity or the values held by the GS&BA.

[insert figures 3, 4, and 5]

Discussion

This research investigated the consequences for stores and retailers of a new trend-the purchase and consumption of bulk products [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. It applies to this new research area previous works relating to the perceived proximity of a point of sale, a collective point of sale, and a direct sales channel. It confirms the links between perceived proximity and trust [START_REF] Hérault-Fournier | Comment les consommateurs perçoivent-ils la proximité à l'égard d'un circuit court alimentaire ?[END_REF][START_REF] Gahinet | Les nouveaux formats alimentaires de proximité : regards croisés des distributeurs et des consommateurs[END_REF], as well as between perceived proximity and intentions of future behavior [START_REF] Gahinet | Proximity and time in convenience store patronage: Kaïros more than chronos[END_REF]. It also enriches these models by integrating satisfaction, a variable that is often suggested but not empirically tested [START_REF] Dampérat | Vers un renforcement de la proximité des relations client[END_REF][START_REF] Hérault-Fournier | Diagnostiquer la proximité perçue en vente directe de produits alimentaires[END_REF], and by establishing several effects of partial and full mediation.

Theoretical Contributions

First, this research has theoretically demonstrated that the purchase and consumption of bulk products are a part of companies' (e.g., retailers) CSR policies (Beitzen-Heineke et al., 2017;[START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] and sustainable behaviors (Beitzen-Heineke et al., 2017;[START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF][START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF]. It thus supplements studies in these two fields of research, as well as studies focused on bulk products. Previous research on this topic followed qualitative methodologies (the ethnographic approach, e.g., [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] or interviews and observations of consumers [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]) and was concentrated on highlighting the barriers and drivers that explain the adoption of the zero-packaging concept by consumers. The present research goes one-step further with a quantitative approach and highlights the major consequences of this sustainable behavior from retailers' point of view.

Second, this research empirically establishes that unpacked products are a new strategic tool for retailers to create or strengthen the relationships established with their customers. Unpacked products and the proximity they create between a consumer and a store are the first links in the development or preservation of a relational chain between the consumer and the store. Thus, they are prerequisites for serial mediations classically retained in the relational marketing literature [START_REF] Chaudhuri | The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty[END_REF], similar to satisfaction-intentions of future behavior (i.e., transactional loyalty) or satisfaction-trust-intentions of future behavior (i.e., relational loyalty), which will form a relational chain.

Third, according to social identity theory, a person can identify with and belong to a group because they share identical values, beliefs, and behaviors with other members of that group [START_REF] Tajfel | The social identity theory of intergroup behaviour[END_REF]. These similarities can encourage that person to have positive perceptions and trust other members of the group [START_REF] Edwards | Evaluations of an artificial intelligence instructor's voice: Social identity theory in human-robot interactions[END_REF]. The person will then act in accordance with the social norms of the group in order to maintain and strengthen her identity in the group (Ambrose et al., 2018). The current research supplements this reasoning. It stresses the importance of distinguishing different consumer profiles within a group of buyers and consumers of packaging-free products (convinced, pragmatic, and wary consumers). Indeed, the effects of perceived proximity and its component (identity, process, and relational) on transactional loyalty and relational loyalty vary according to these consumer profiles. The step reached by a consumer in his process of purchasing and consuming packaging-free products (from the discovery stage to the already well-established habit) has a direct impact on the relational chain built between a consumer and a retailer and its store.

Managerial Contributions

From a managerial point of view, this study indicates that bulk products are a strategic tool (Beitzen-Heineke et al., 2017;[START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] that allows companies (e.g., retailers) to build strong relationships with their different groups of consumers [START_REF] Du | Reaping relationship rewards from corporate social responsibility: the role of competitive positioning[END_REF][START_REF] Marin | The role of identity salience in the effects of corporate social responsibility on consumer behavior[END_REF][START_REF] Hérault-Fournier | Est-on vraiment proche en vente directe ? Typologie des consommateurs en fonction de la proximité perçue dans trois formes de vente : AMAP[END_REF][START_REF] Lenglet | La proximité en marketing: proposition d'un cadre intégrateur et agenda de recherche[END_REF]. Packaging-free products contribute to increasing or strengthening either the identity, process, or relational components of the proximity perceived between a consumer and a retailer's stores (depending on the consumer profile: wary, pragmatic, and convinced consumers) and, ultimately, the consumers' loyalty (transactional and relational) to these stores and to the bulk products they offer.

In the case of consumers who are still wary of buying and consuming bulk products, priority should be given to strengthening process proximity. The GS&BA must provide concrete information on its internal functioning, thus guaranteeing the quality of the packaging-free products and the services offered. This information is even more important for wary consumers, as their two main barriers to buying bulk products are the lack of information on the cleaning of containers in which bulk products are held (e.g., how often they are cleaned and what cleaning products are used) and the lack of information on store management (e.g., where the bulk products are stored and how).

For those who are already convinced buyers and consumers of bulk products, strengthening identity proximity might be relevant. To do so, the GS&BA must display the values they share with this group of consumers. They can point out that the bulk products offered make it possible to reduce food waste by controlling the quantities purchased and to respect the environment by reducing plastic waste. These are the two main drivers that convince consumers to buy and consume bulk products.

These two specific lines of communication, which relate to the concrete operation of a bulk area and to its SRC values, can be portrayed on different supports (i.e., posters, point-ofpurchase advertising, QR codes, flyers, etc.) in order to reassure or influence pragmatic consumers, who are halfway between their wary and convinced counterparts in their adoption of packaging-free products.

Finally, the store should seek to develop its relational proximity with pragmatic and convinced consumers by encouraging its sales staff to discuss with these consumers and give them information about the bulk products offered (e.g., where they come from, how to prepare and preserve them). The lack of information on these products is the most important barrier for these two groups. Conversely, engaging in a model of assisted sales does not seem to be a preferred solution. Convinced consumers, and pragmatic consumers even more so, wish to serve themselves for fun, to make sure they take the quantities they want, or to discover new products.

Providing concrete information (on the management of a GS&BA, its values, and the bulk products offered) would ultimately increase satisfaction and, depending on the profiles of the buyers and consumers of bulk products studied (convinced, pragmatic, and wary), directly or indirectly increase their loyalty toward the store, its bulk area, and the bulk products offered. This way, the GS&BA could increase or strengthen consumer loyalty, depending on which of the three groups highlighted the consumers belong to. If transactional loyalty (satisfactionloyalty) is the first step in this approach, relational loyalty (satisfaction-trust-loyalty) is the second one [START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF].

The recommendations given at the end of this study seem even more important today. Indeed, consumers are facing a global health crisis linked to COVID-19. This crisis could have a negative effect on the sale of bulk products 13 . However, it should be noted that in France, during the health crisis, 97% of bulk stores maintained their sales activities, and 98% of bulk departments in grocery stores remained open so as not to lose their loyal or newly recruited consumers 14 . On the other hand, 96% of stores selling packaging-free products reorganized their sales methods (e.g., assisted service, pre-ordering) and imposed strict hygiene measures (e.g., asking customers not to touch products unless they are buying them, disinfecting the containers brought by the consumers themselves) 15 . Limitations 13 https://www.actu-retail.fr/2020/06/13/vente-vrac-secteur-developpement-confronte-crise-sanitaire/ This study has a number of limitations that open avenues for new research. The first is linked to the university cooperative convenience store studied. Thus, replicating this research protocol on other types of stores (specialized stores vs. bulk areas in grocery stores) might be relevant by distinguishing the types of bulk products (solid [pasta, flour, etc.] vs. liquid [olive oil, soap, etc.]) even if, up to now, solid products mainly drive the sale of bulk products, both in France16 and in Quebec17 . The second limitation is linked to the sample of consumers used and its composition, even if the over-representation of women corresponds to the purchasing situation in most households [START_REF] Nilsson | Who shops groceries where and how?-the relationship between choice of store format and type of grocery shopping[END_REF]. A more diverse sample of consumers representative of the Quebec population could be used. Finally, this study retained the intentions of future purchase of bulk products and not the actual behaviors of consumers, but a gap may exist between the two [START_REF] Lombardot | Proposition d'un modèle explicatif de l'écart entre intention et comportement responsable en contexte d'achat alimentaire[END_REF][START_REF] Séré De Lanauze | Mieux comprendre l'image du consommateur responsable : de la personne idéale aux stéréotypes négatifs[END_REF][START_REF] Elhaffar | Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions[END_REF][START_REF] Louis | Apport de la sensibilité aux prix à l'étude du « gap » entre intentions et comportements responsables[END_REF]. Consequently, further research should focus on actual behavior.

Avenues for Future Research

First, the purchase and consumption of bulk products should be more systematically included [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] in studies on CSR. Their contribution to retailers' CSR image should be investigated, as well as their contribution to retailers' benefits through the repeat purchases of these bulk products and positive word-of-mouth on retailers, their stores, and the bulk products proposed. In the same vein, the purchase and consumption of bulk products should be more systematically included [START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF] in studies on SRCB. Consequently, more current and exhaustive measurement scales that will include this new sustainable consumption could be developed and proposed.

Second, the understanding of the decision-making processes of bulk product buyers (Beitzen-Heineke et al., 2017;[START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF]) should be deepened. Package free shopping is not just a question of consumers limiting their consumption (e.g., of meat), but of consuming their usual products in a different way by going further than just reducing products' protective packaging (e.g., by limiting the purchase and consumption of individually prepackaged products).

The antecedents of this SCB should be investigated [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF][START_REF] Marken | Purchasing unpackaged food products, NachhaltigkeitsManagementForum[END_REF] according to the profiles highlighted in this study (wary, pragmatic, and convinced consumers). For instance, the importance given by consumers to factors linked to their socially responsible behavior, real or wished (e.g., pro-environmental self-identity), factors linked to the price of bulk products and to consumers' price consciousness, factors linked to peer pressure and the desire to be positively perceived by others (e.g., subjective norms), their personality traits (e.g., the Big Five personality traits of openness, extraversion, conscientiousness, agreeableness, and neuroticism), and values (e.g., [START_REF] Schwartz | A theory of cultural values and some implications for work[END_REF] values) could play a key role in predicting consumer decision making.

The consequences of this SCB should also be investigated. For instance, its impact on consumers' self-actualization and well-being (Sheth, 2015) could be examined, as well as its consumers' perceived congruence or identification [START_REF] Huang | The importance of CSR in forming customer-company identification and long-term loyalty[END_REF] with retailers that offer bulk products. The relational chain proposed in this research could also be fulfilled. The concepts of value could be integrated with the concepts of proximity and satisfaction to complete the first extreme of the continuum [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF]. In the same vein, the concepts of commitment and attachment could enrich the other extreme of this continuum [START_REF] Walsh | Managing and implementing simultaneous transaction and relationship marketing[END_REF][START_REF] Diawara | La fidélité à une enseigne de déstockage physique. Une analyse de ses antécédents et processus de formation[END_REF][START_REF] Hernández-Mogollón | Integrating transactional and relationship marketing: A new approach to understanding destination loyalty[END_REF].

Third, future works could focus on current issues on the merchandizing of bulk products in order to analyze the reactions of potential buyers to different types of bulk display stands. Indeed, the receptacles of bulk products are extremely specific, both for solid and liquid products, in terms of their appearance and in the way they are used [START_REF] Rapp | An ethnographic study of packagingfree purchasing: Designing an interactive system to support sustainable social practices[END_REF][START_REF] Fuentes | Unpacking package free shopping: Alternative retailing and the reinvention of the practice of shopping[END_REF]. Furthermore, bulk products are mainly non-branded products, but some conventional brands tend to present their branded products in bulk displays (e.g., Kellogg's with Asda in Leeds18 , Heineken with Monoprix in France 19 ). It could be interesting to measure the legitimacy and credibility of conventional brands that present branded bulk products and to identify their impacts on these brands' images (price, CSR, etc.) and on the relationships established with consumers who may or may not consume bulk products. In the same vein, consumers' perceptions of the quality of branded and non-branded bulk products could be compared. H4, which postulates a positive and partial mediating effect of satisfaction on the proximity-loyalty relationship, is represented by the links between proximity and satisfaction, proximity and loyalty, and satisfaction and loyalty in a bold line. H5, which postulates a positive and partial mediating effect of trust on the proximity-loyalty relationship, is represented by the links between proximity and trust, proximity and loyalty, and trust and loyalty in dotted lines. H6, which postulates a positive and partial mediating effect of satisfaction and trust on the proximity-loyalty relationship, is represented by the links between proximity and satisfaction, proximity and loyalty, and satisfaction and trust in dotted lines and between trust and loyalty in dotted lines, too. Establishing procedures to address customer complaints, treating customers honestly, having employees who provide complete information about corporate products/services to customers, using customer satisfaction as an indicator to improve product/service marketing, and making an effort to know customer needs [START_REF] Moisescu | Development and validation of a measurement scale for customers' perceptions of corporate social responsibility[END_REF] Offering products of reasonable quality to customers, considering customers' satisfaction, providing honest and complete information about activities and products, charging fair and reasonable prices for products, providing safe products that do not threaten the physical health of buyers, and working diligently to handle and solve customer complaints [START_REF] Chakraborty | Corporate social responsibility in marketing: A review of the state-of-the-art literature[END_REF] Ensuring quality, R&D and innovation, customer health and safety, candid labeling, responsible marketing communication, and customer privacy Significant and partial mediation Significant and full mediation Significant and full mediation Significant and partial mediation a12Xb1 (process proximity-satisfaction-intentions)

Bibliography

Significant and partial mediation Significant and partial mediation Significant and full mediation Significant and full mediation a13Xb1 (relational proximity-satisfaction-intentions)

Significant and full mediation Non-significant mediation Significant and full mediation Significant and full mediation a21Xb2 (identity proximity-trust-intentions)

Significant and partial mediation Non-significant mediation Significant and full mediation Significant and partial mediation a22Xb2 (process proximity-trust-intentions)

Significant and partial mediation Significant and partial mediation Significant and full mediation Significant and full mediation a23Xb2 (relational proximity-trust-intentions)

Non-significant mediation Non-significant mediation Non-significant mediation Non-significant mediation a11Xa3xb2 (identity proximity-satisfaction-trust-intentions)

Significant and partial mediation Significant and full mediation Significant and full mediation Significant and partial mediation a12Xa3xb2 (process proximity-satisfaction-trust-intentions)

Significant and partial mediation Significant and partial mediation Significant and full mediation Significant and full mediation

  Ambrose S.C., Matthews L.M. and Rutherford B.N. (2018), Cross-functional teams and social identity theory: A study of sales and operations planning (S&OP), Journal of Business Research, 92, 270-278. Aurier P. and N'Goala G. (2010), The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development, Journal of the Academy of Marketing Science, 38(3), 303-325. Balderjahn I., Buerke A., Kirchgeorg M., Peyer M., Seegebarth B. and Wiedmann K.-P. (2013), Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers' sustainability, AMS Review, 3, 181-192. Barnes J.G. (1997), Closeness, strength, and satisfaction: Examining the nature of relationships between providers of financial services and their retail customers, Psychology & Marketing, 14(8), 765-790. Beitzen-Heineke E.F., Balta-Ozkan N. and Reefke H. (2017), The prospects of zeropackaging grocery stores to improve the social and environmental impacts of the food supply chain, Journal of Cleaner Production, 140, 1528-1541. Bergadaà M. and Del Bucchia C. (2009), La recherche de proximité par le client dans le secteur de la grande consommation alimentaire, Revue Management & Avenir, 21, 121-135. Binninger A.-S. and Robert I. (2008), Consommation et Développement Durable : vers une segmentation des sensibilités et des comportements, Revue des Sciences de Gestion, 22, 51-59.

Figure

  Figure 1: The research model

Figure

  Figure 2: Total sample (n = 1407)

Table 1 : Actions in the respect for consumers (external stakeholders) dimension

 1

	Authors

Table 2 : The dimensions of sustainable consumer behavior

 2

	Authors	Number of dimensions	Dimensions
	Roberts (1995)	2	1° ecologically conscious consumer behaviors; 2° socially conscious consumer behaviors
	François-Lecompte and Valette-Florence (2006)	5	1° refusing to buy from organizations whose behavior they deem irresponsible; 2° buying shared products; 3° helping small businesses; 4° caring about the geographical origin of the products (local product; "made in France"); 5° reducing their consumption to only what is really necessary
	Webb et al. (2008)	3	1° CSR performance; 2° consumer recycling behavior; 3° environmental impact purchase and use criteria
			1° citizen behavior; 2° behavior focusing on protection of the environment; 3° recycling
	Durif et al. (2011)	8	behavior; 4° composting behavior; 5° local consumption behavior; 6° behavior taking into
			account animal protection; 7° deconsumption behavior; 8° sustainable transport behavior
			1° environmental protection; 2° animal protection; 3° energy conservation; 4° supporting
	Yan and She (2011)	9	small and medium-sized enterprises; 5° supporting national brands; 6° monitoring misconduct and claiming consumers' rights; 7° moderate consumption; 8° supporting
			socially responsible businesses; 9° resisting irresponsible businesses
	Balderjahn et al. (2013)	3	1° environmental; 2° social; 3° economic (with simplicity, debt-free consumption, and collaborative consumption)
	Quazi et al. (2016)	6	1° social impacts; 2° solidarity; 3° critical appraisal; 4° supporting business growth; 5° environmental impacts; 6° action
	Villa Castaño et al.
	(2016) and Villa	4	1° external-CSR; 2° internal-CSR; 3° consumption rationalization; 4° healthcare
	Castaño et al. (2018)
	Geiger et al. (2018)	2	1° ecological; 2° socio-economic
	Quoquab et al. (2019)	3	1° quality of life; 2° care for environmental well-being; 3° care for the future generation

Table 3 : Main barriers and drivers for the adoption of zero-packaging concept by suppliers, store

 3 owners and consumers

		Barriers	Drivers
	For suppliers	-To change their packaging practices (i.e., to renounce to disposable packaging and to adopt reusable	-Price advantage due to avoided cost in production and to reduced food waste
		packaging practices)
		-To introduce new display devices and
	For store owners	signage to promote this new way of shopping -To provide reusable containers or disposable containers to consumers to	-To recruit new consumers and improve the loyalty of actual consumers -To improve their image
		replace packages
	consumers	-Lifestyle change and cooking skills required to use bulk products -Important change of the shopping activity (i.e., to bring containers with them to the store) -Doubt in food safety	-The demand for more transparency and sustainability on products and the way they are produce -Price advantage due to the limit of food waste -The demand to adopt low-impact and healthy consumer behavior

Table 4 : Results of confirmatory analyses

 4

	Total sample (n = 1407)	Wary consumers (n = 578)	Pragmatic consumers (n = 483)	Convinced consumers (n = 346)

Notes: PC: Path Coefficient; ***Coefficient significant. Student's t test values higher than |2.575| indicate parameters significant at the 1% level.

Table 5 : Composite reliability and convergent and discriminant validities

 5

			Cronbach alpha coefficient	Jöreskog coefficient	Average variance extracted	Identity proximity	Process proximity	Relational proximity	Satisfaction Trust	Intentions of future behavior
		Identity proximity	0.903	0.932	0.775	1
	Total sample (n = 1407)	Process proximity Relational proximity Satisfaction Trust	0.859 0.683 0.893 0.881	0.935 0.830 0.933 0.944	0.878 0.620 0.823 0.894	0.177 0.427 0.537 0.483	1 0.382 -0.031 -0.159	1 0.231 0.191	1 0.788	1
		Intentions of future behavior	0.820	0.899	0.748	0.547	0.016	0.271	0.862	0.821	1
		Identity proximity	0.899	0.929	0.767	1
	Wary consumers (n = 578)	Process proximity Relational proximity Satisfaction Trust	0.849 0.685 0.895 0.878	0.931 0.830 0.935 0.943	0.870 0.620 0.827 0.891	0.174 0.422 0.548 0.487	1 0.350 -0.026 -0.194	1 0.216 0.171	1 0.796	1
		Intentions of future behavior	0.823	0.898	0.746	0.548	0.011	0.245	0.866	0.824	1
		Identity proximity	0.899	0.929	0.767	1
	Pragmatic consumers (n = 483)	Process proximity Relational proximity Satisfaction Trust	0.869 0.688 0.894 0.854	0.939 0.833 0.935 0.932	0.885 0.625 0.826 0.873	0.266 0.391 0.503 0.491	1 0.441 -0.024 -0.067	1 0.182 0.169	1 0.782	1
		Intentions of future behavior	0.837	0.908	0.768	0.555	0.038	0.242	0.837	0.828	1
		Identity proximity	0.891	0.925	0.756	1
	Convinced consumers (n = 346)	Process proximity Relational proximity Satisfaction Trust	0.858 0.654 0.857 0.902	0.934 0.818 0.913 0.954	0.877 0.600 0.778 0.912	0.060 0.407 0.432 0.313	1 0.348 -0.076 -0.273	1 0.227 0.139	1 0.723	1
		Intentions of future behavior	0.734	0.863	0.678	0.376	-0.031	0.256	0.887	0.758	1

Table 6 : Results of the structural equation modelling test

 6 Path Coefficient; ***/**Coefficient significant. Student's t test values higher than |2.575/1.96| indicate parameters significant at the 1/5% level; n.s.: the coefficient is not significant.

		Total sample (n = 1407)			Wary consumers (n = 578) (1)		Pragmatic consumers (n = 483) (2)		Convinced consumers (n = 346) (3)	Results (p-value) of tests of differences between the 2 PC
	PC	t	R²	PC	t	R²	PC	t	R²	PC	t	R²	(1) vs (2)	(1) vs (3)	(2) vs (3)

Table 7 : Synthesis of the mediating effects

 7

	Total sample	Wary consumers	Pragmatic consumers	Convinced consumers
	(n = 1407)	(n = 578)	(n = 483)	(n = 346)

  I would be ashamed of spoiling food in someone else's presence. One of my concerns is to manage food well to spoil as little as possible. It bothers me to see someone throw away food that is still edible. Over the past 12 months… I tried to buy products that are less harmful to the environment. I favoured local purchases. When I could, I bought products/services from companies that help those in need. I avoided buying products made from endangered animals. I stopped buying products/services that I didn't really need. I recycled. I opted for means of transportation other than the car (walking, bus, bike, metro).Resistance to consumer societyI consider that buying bulk products allows me to escape the consumer system a little. I consider buying bulk products as being a form of revenge on the consumer system. Buying bulk products allows me to distance myself from the consumer society.Price sensitivityI like to make efforts to find low prices. I shop in several stores to take advantage of low prices. I think the money I save is generally worth the time and effort that go into searching for low prices.

																						Bootstrap 90% CI Average
	c1 (identity proximity-intentions) c2 (process proximity-intentions) c3 (relational proximity-intentions) Sensitivity to food waste	0.046 (sig) 0.047 (sig) 0.025 (nsig)	Percentile 0.018 0.076 0.016 0.071 0.000 0.053	BC -0.001 0.017 0.019	0.075 0.074 0.052	0.022 (nsig) 0.058 (sig) 0.042 (nsig)	Percentile -0.076 0.039 -0.002 0.098 -0.010 0.102	BC -0.033 0.006 -0.013	0.082 0.106 0.098	0.037 (nsig) 0.057 (nsig) 0.016 (nsig)	Percentile -0.005 0.082 0.002 0.106 -0.022 0.062	BC -0.006 0.005 -0.027	0.080 0.108 0.057	0.092 (sig) 0.008 (nsig) 0.042 (nsig)	Percentile 0.035 0.139 -0.076 0.043 coefficient -0.052 0.068 BC 0.041 0.145 variance extracted -0.009 0.084 -0.004 0.089
	a11 (identity proximity-satisfaction) a12 (process proximity-satisfaction)	0.476 (sig) 0.133 (sig)	0.434 0.085	0.513 0.176	0.436 0.086 0.746	0.515 0.177	0.351 (sig) 0.156 (sig) 0.862	0.268 -0.039 0.676	0.438 0.237 0.729	0.267 -0.013	0.437 0.264 0.851	0.455 (sig) 0.135 (sig) 0.656	0.388 -0.001 0.756	0.523 0.201	0.386 0.005 0.868	0.521 0.207 0.687 0.483 (sig) 0.115 (sig) 0.680 0.419 0.022	0.539 0.214 0.758	0.422 0.018 0.511 0.541 0.211
	a13 (relational proximity-satisfaction)	0.081 (sig)	0.037	0.128	0.036	0.127	0.071 (nsig)	0.001	0.142	-0.001		0.141	0.115 (sig)	0.021	0.233	0.009	0.221	0.090 (sig)	0.026	0.161	0.022	0.158
	a13Xa3xb2 (relational proximity-satisfaction-trust-intentions) a21 (identity proximity-trust) 0.145 (sig) a22 (process proximity-trust) 0.161 (sig) a23 (relational proximity-trust) 0.037 (nsig) -0.003 0.104 0.110 a3 (satisfaction-trust) 0.614 (sig) 0.573 b1 (satisfaction-intentions) 0.630 (sig) 0.594 b2 (trust-intentions) 0.252 (sig) 0.209 Indirect effects 0.184 0.192 0.073 0.653 0.666 0.292 Point estimate Bootstrap 90% CI and full mediation 0.105 0.185 0.054 (nsig) 0.115 0.198 0.189 (sig) -0.001 0.074 0.051 (nsig) 0.573 0.653 0.592 (sig) 0.595 0.666 0.646 (sig) 0.210 0.292 0.248 (sig) Point estimate Percentile BC a11Xb1 (identity proximity-satisfaction-intentions) 0.300 0.268 0.331 0.269 0.332 0.227 Socially responsible consumption-I composted. 0.702 0.931 0.631 Non-significant mediation -0.018 0.134 -0.020 0.069 0.239 0.084 -0.019 0.120 -0.019 0.508 0.671 0.509 0.562 0.720 0.565 0.168 0.334 0.166 Indirect effects Bootstrap 90% CI Percentile BC 0.170 0.286 0.171 0.778 0.896 0.132 0.254 0.120 0.672 0.723 0.332 0.286	Significant and full mediation 0.142 (sig) 0.076 0.201 0.079 0.219 (sig) 0.144 0.291 0.145 0.029 (nsig) -0.035 0.086 -0.032 0.619 (sig) 0.559 0.680 0.558 0.641 (sig) 0.587 0.693 0.587 0.250 (sig) 0.186 0.307 0.189 Indirect effects Point estimate Bootstrap 90% CI Percentile BC 0.292 0.244 0.343 0.243 0.523 0.724 0.938	Significant and full mediation 0.170 (sig) 0.099 0.246 0.091 (sig) -0.012 0.151 0.017 (nsig) -0.049 0.083 0.598 (sig) 0.523 0.674 0.603 (sig) 0.537 0.661 0.248 (sig) 0.181 0.328 Indirect effects Point estimate Bootstrap 90% CI 0.097 0.001 -0.048 0.084 0.243 0.164 0.522 0.672 0.539 0.663 0.176 0.323 Percentile BC 0.291 0.243 0.335 0.245 0.338 0.654 0.204 0.292 0.088 0.678 0.694 0.311 0.342 0.795 0.905 0.557
	a12Xb1 (process proximity-satisfaction-intentions)	0.084	0.054	0.111	0.055	0.112	0.101		0.025	0.155	0.008		0.173	0.087	0.001	0.130	0.003	0.134		0.069		0.013	0.130	0.011	0.128
	a13Xb1 (relational proximity-satisfaction-intentions) a21Xb2 (identity proximity-trust-intentions)	0.051 0.037	0.023 0.025	0.080 0.049	0.023 0.025 0.895	0.080 0.049	0.046 0.013 0.936	0.000 -0.004 0.829	0.092 0.034 0.893	0.000 -0.005	0.091 0.034 0.933	0.074 0.036 0.824	0.013 0.018 0.888	0.151 0.053	0.005 0.019 0.932	0.143 0.054 0.820	0.054 0.042	0.015 0.022 0.823	0.097 0.070 0.898	0.013 0.020 0.747 0.096 0.068
	a22Xb2 (process proximity-trust-intentions)	0.041	0.026	0.051	0.027	0.053	0.047		0.016	0.068	0.019		0.072	0.055	0.032	0.078	0.033	0.079		0.023		0.003	0.041	0.002	0.044
	a23Xb2 (relational proximity-trust-intentions)	0.009	-0.001	0.019	0.000	0.019	0.013		-0.005	0.031	-0.005		0.031	0.007	-0.009	0.021	-0.008	0.022		0.004		-0.013	0.020	-0.013 0.021
	a11Xa3xb2 (identity proximity-satisfaction-trust-intentions)	0.074	0.059	0.088	0.060	0.088	0.052		0.031	0.076	0.031		0.076	0.070	0.049	0.092	0.050	0.093		0.072		0.049	0.099	0.048	0.098
	a12Xa3xb2 (process proximity-satisfaction-trust-intentions) a13Xa3xb2 (relational proximity-satisfaction-trust-intentions)	0.021 0.013	0.012 0.005	0.029 0.021	0.012 0.005 0.815	0.029 0.021	0.023 0.010 0.894	0.006 0.000 0.738	0.039 0.023 0.792	0.002 0.000	0.043 0.023 0.880	0.021 0.018 0.709	0.001 0.003 0.794	0.034 0.038	0.002 0.001 0.884	0.035 0.036 0.718	0.017 0.013	0.003 0.004 0.799	0.035 0.026 0.886	0.002 0.003 0.722 0.034 0.025
	Notes: sig: significant; nsig: not significant; BC: bias corrected; CI: Confidence Interval.

https://www.iso.org/obp/ui/#iso:std:iso:26000:ed-1:v1:en:term:2.18

UNEP (2010). ABC of SCP: Clarifying Concepts on Sustainable Consumption and Production. https://sustainabledevelopment.un.org/index.php?page=view&type=400&nr=945&menu=204

Except for relational proximity for the Cronbach's alpha coefficient that is close to 0.7 but is below this standard

Except for relational proximity for the Cronbach's alpha coefficients that are close to 0.7 but are below this standard

https://reseauvrac.org/actualites/article/covid19-l-infographie-de-reseau-vrac-pour-revenir-sur-le-vrac-avantpendant-et 15 https://reseauvrac.org/actualites/article/deconfinement-mise-a-jour-des-preconisations-d-hygiene-reseau-vracdestinees?var_mode=calcul

https://www.greenflex.com/offres/produits-consommation-responsables/marketing-responsable/barometreconsommation-responsable-2019/

17 https://www.nielsen.com/fr/fr/insights/article/2019/bulk-buying-habit-that-settles-in-the-french/

https://www.thegrocer.co.uk/store-design/unilever-and-kelloggs-link-with-asda-for-sustainability-storetrial/601059.article

19 https://www.lsa-conso.fr/gallia-et-heineken-proposent-de-la-biere-en-vrac,358828