The Influence of Packaging Sustainability on Brand Experience and Brand Attitude

Reik, Paola

http://hdl.handle.net/10400.26/37223

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Authors

Reik, Paola

Advisor(s)

Herter, Márcia

Abstract(s)

In the past years, consumers have unarguably become more environmentally conscious. With the packaging industry being the main generator of plastic waste globally, companies must seek ways to respond to the current trends and make packaging more sustainable. Thus, it is crucial for companies to know how the use of sustainable packaging affects their brand, being able to implement sustainable packaging in a way that creates value for brands and consumers. Therefore, the objective of this study is to analyze is how packaging sustainability can influence consumer’s perceptions and evaluations of a brand. More specifically, this study intends to understand if the use of sustainable packaging leads to the perception of a more experiential brand and to a more favorable brand attitude when compared to conventional packaging. Furthermore, the possible mediating role of sensory perception of the packaging is analyzed, suggesting a strategic use of sensory marketing and sustainable packaging to convey perceptions about the brand. The study is conducted with two different product categories, to determine if results differ for product categories considered more hedonic or more utilitarian. In the present investigation the quantitative methodology is used, namely the experimental method, with the elaboration of online questionnaires as an instrument of data collection. The results show that sustainable packaging leads to higher brand experience and more favorable brand attitude than conventional packaging and that those relationships are mediated by the sensory perception of the packaging. The moderation effect of product category was shown to be not significant. The theoretical and practical implications of this research as well as suggestions for future research are discussed.