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

Steenis, Nigel D.; Herpen, Erica van; Lans, I.A. van der; Ligthart, Tom; Trijp, J.C.M. van

doi:10.1016/j.jclepro.2017.06.036

Cited by 289 publications

(238 citation statements)

References 42 publications

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“…Consequently, consumers are gradually becoming increasingly aware of their role in environmental sustainability. This was confirmed by Steenis et al, as they found that consumers are often attracted to packaging materials, particularly those that have an environmentally friendly or conscious quality. In the long term, this may change consumers' preferences toward the packaging material and thus their preferences toward the product.…”

Section: Literature Reviewmentioning

confidence: 59%

“…Predictive values are linked to cues associated with benefits, whereas confidence values are related to the accuracy of the judgment based on the available cues. The CUP points to intrinsic and extrinsic judgment cues about a product, and since intrinsic cues are not easily accessible, consumers often rely on product packaging as an extrinsic cue in the purchasing environment …”

Section: Literature Reviewmentioning

confidence: 99%

“…Packaging is integral to the “Four Ps” in the “marketing mix” concept and is a promotional tool for products and brands alike . Packaging consist of both structural (eg, packaging material, shape, size, weight, and texture, and graphic features) and verbal design features that are placed on the product (such as textal information) . Silayoi et al stated that “packaging represents the salesman on the shelf.” In addition, Clement describes product packaging as a means of attracting consumers' attention to the brand or the product.…”

Section: Literature Reviewmentioning

confidence: 99%

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Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

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Recent advances in e‐commerce have resulted in significant progress being made toward strategies, requirements, and the development of various mechanisms aimed at influencing consumers' decisions to purchase online. The relationship between different packaging design elements and their effect on consumers' online buying decisions has been less researched, due in part to the lack of statistical power to detect cause and effect relationships between these elements. This study examines the feasibility of multiple‐criteria decision‐making in order to identify and analyze the causal relationships between the different packaging design elements that are required to stimulate consumers' decision to buy products online. Consumers' direct, indirect, and interdependent behaviors in relation to PDEs and purchase decisions were studied for this paper. A total of 142 students (89 males and 53 females, aged 22‐37 years) participated in this study. The results identified several associations between design elements. The four most important PDEs found to influence consumers' decision to buy via the internet were graphics, colours, label information, and country of origin. This study provides the necessary insights into the design of product packaging by targeting aspects related to the appearance of the products' characteristics. Correlations between the various PDEs obtained from this study can be used to increase consumers' interactions with products in e‐commerce environments.

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Section: Literature Reviewmentioning

confidence: 59%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

View full text Add to dashboard Cite

show abstract

“…Research on consumers' willingness to buy [67], attitudes towards brands [68], and the perception of sustainable packaging features [69] shows that the (perceived) sustainability of packaging is highly influential at the point-of-purchase. For operational packaging development teams, the consumer perception towards sustainable packaging could be a valuable project consideration, even though these insights might be difficult to collect; according to Golf: "consumers often don't know all ins and outs".…”

Section: Operational Sustainabilitymentioning

confidence: 99%

Desired, Perceived, and Achieved Sustainability: Trade-Offs in Strategic and Operational Packaging Development

2017

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Abstract:The alignment of the strategic and the operational level of packaging development in relation to the integration of sustainability is not addressed extensively in current research. This paper aims to address this, by focusing on the decision-making interrelations of key actors (marketing and packaging development) within multidisciplinary product-packaging development teams. The research is conducted by means of a qualitative approach, consisting of semi-structured interviews with individual packaging development team members, complemented with a newly developed visualization tool. The research builds upon eight cases within brand owners, packaging material suppliers and packaging development consultants. The main findings of the study include the decision-making trade-offs between sustainability considerations and other project indicators, such as costs, time-to-market and technical challenges. These trade-offs are linked to the strategic and operational roles of key actors, and to internal and external factors influencing sustainable development processes. This research's contribution is to address the alignment of the strategic and the operational levels of sustainable packaging development, in relation to (1) decision making and interrelations within multidisciplinary development teams; and (2) the relevance of development-influencing factors. This provides opportunities for further development of sustainable packaging models and tools, in order to align the strategic and operational level of development.

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“…Regarding products, many studies related to environmentally friendly packaging have been conducted. Steenis et al [72] examined the implicit impact of packaging on customer perceptions of sustainability. Magnier, Schoormans and Mugge [73] have explored the influence of sustainable packaging design on customer perceptions of product quality.…”

Section: Sustainability In Retailingmentioning

confidence: 99%

Customer Purchasing Behavior Analysis as Alternatives for Supporting In-Store Green Marketing Decision-Making

2017

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Due to increasing concerns about environmental protection, the environmental sustainability of businesses has been widely considered in the manufacturing and supply chain context. Further, its adoption has been implemented in the retail industry for marketing field, including green product promotion. This study aimed to propose a customer purchasing behavior analysis as an alternative for supporting decision-making in order to promote green products in retail stores. Hence, right-on-target marketing strategies can be implemented appropriately. The study was carried out using shopping path data collected by radio frequency identification (RFID) from a large retail store in Seoul, South Korea. In addition, the store layout and its traffic were also analyzed. This method is expected to help experts providing appropriate decision alternatives. In addition, it can help retailers in order to increase product sales and achieve high levels of customer satisfaction.

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

Cited by 289 publications

References 42 publications

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Desired, Perceived, and Achieved Sustainability: Trade-Offs in Strategic and Operational Packaging Development

Customer Purchasing Behavior Analysis as Alternatives for Supporting In-Store Green Marketing Decision-Making

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