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Publication
The impact of packaging environmental cues on purchase intention and brand image
| Name: | Description: | Size: | Format: | |
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| 1.56 MB | Adobe PDF |
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Abstract(s)
People's shopping habits have progressively transformed to reflect their desire to
make some kind of positive impact on environmental protection. However, before
consumers can take advantage of sustainable innovations, they need to be able to define
sustainable packaging, tell it apart from conventional packaging, and weigh the advantages
when making decisions. Therefore, it is important to look at how consumers recognize
packaging as environmentally friendly in addition to identifying the cues that consumers use
to do so. Analyzing the potential effects of packaging environmental cues on consumers'
purchase intentions and brand image are the main goals of this study. The quantitative
methodology is used in this study, more precisely the experimental method. Online surveys
were employed as a means of gathering data. There were two experimental conditions for
the independent variable: conventional packaging vs sustainable packaging, each one with
two different product categories. Additionally, the independent and dependent variables
were mediated by the perception of the packaging. According to the results, packaging
environmental cues conduct to a more positive brand image and more purchase intentions
than conventional packaging, and these relationships are mediated by the perception of
sustainable packaging. The limitations of this research are discussed, as well as suggestions
for future research.
Description
Keywords
Environmental cues Sustainability Packaging Brand image Purchase intention