How Do Packaging Material, Colour and Environmental Claim Influence Package, Brand and Product Evaluations?

The success of environment‐friendly packages is highly dependent on consumers' understanding and acceptance of these packages. In an experiment using a 3 × 2 between‐subject design, this study tests how style elements (i.e. the material and the colour) influence perceptions of packaging environment‐friendliness when an environmental claim is either absent from or displayed on the package. Next, the study tests the effects of the style elements...