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