Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations

Volume: 162, Pages: 286 - 298
Published: Sep 20, 2017
Abstract
Building on theories of cue utilization, this paper investigates whether and how packaging sustainability influences consumer perceptions, inferences and attitudes towards packaged products. A framework is tested in an empirical study among 249 students using soup products varying in packaging material and graphics. The findings show that (packaging) sustainability is a highly salient association but is only moderately important for consumer...
Paper Details
Title
Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations
Published Date
Sep 20, 2017
Volume
162
Pages
286 - 298
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