Consumer response to sustainable packaging design

Abstract

General introduction 3 1.1.2. Marketing roles of packaging Despite the generally negative view on packaging in light of the environment, packaging fulfils a number of key roles in consumer markets and their corresponding supply-chains. From a marketing perspective, primary packaging plays a pivoting role in the product benefit proposition and communication thereof. This primary packaging is defined as the packaging that surrounds the product in the retail environment (e.g., the bottle surrounding soda drink), and is also referred to as sales packaging, retail packaging or consumer packaging. The marketing role of packaging is of great importance for highly competitive Fast Moving Consumer Goods (FMCG), which are defined as single (or limited) use, low priced consumer products. They consist to a large extent of food products and other daily-use consumer goods (

Consumer Considerations for the Implementation of Sustainable Packaging: A Review

“…Environmental claim in combination with material, color on the product eco-friendliness and social responsibility of the brands 2017 [95] Implicit communication of food product healthfulness through package design: A content analysis Implicit packaging design elements (E.g. color, image, material, and shape) and communication of healthfulness to consumers in Denmark and the United States 2018 [96] Consumer attitudes towards biobased packaging-A cross-cultural comparative study Evaluation of the environmentally friendly attributes of packaging in Germany, the US, and France 2018 [60] Understand sustainable packaging design in practice Interviews with employees from companies who are willing to improve the sustainability of their packaging to explore the practical aspects of sustainable packaging design 2018 [97] Effects of sustainable design strategies on consumer preferences for redesigned packaging Impacts of redesigned packaging with circular design principles on purchase intentions 2018 [98] The impact of sustainable packaging in the purchase intent of consumers Packaging attributes such as color, material, recycling status, and purchase intentions of consumers 2019 [99] Consumer response to sustainable packaging design A thesis 2019 [100] Symbolic Meaning in Beverage Packaging and Consumer Response Material, visual elements, and material design for consumer decision-making 2019 [101] Consumers' response to environmentally-friendly food packaging-A systematic review A systematic review 2020 [102] A framework to evaluate eco-and social-labels for designing a sustainability consumption label to measure strong sustainability impact of firms/products A proposed framework including a sustainability index and development of an eco-label from the index to improve the understanding a company/product's sustainability…”

The price of sustainability: How consumers trade-off conventional packaging benefits against sustainability

“…Next to being important from a design perspective, this balance between the different packaging functions is also relevant from a consumer perspective, more specifically in the perception and evaluation process of sustainable alternatives. More sustainable packaging designs may lead to (un)intended changes in consumer perception, evaluation and purchase intention of packaged products, both in a positive and a negative direction (Steenis, 2019). For example, as the concept of sustainability is cognitively associated with other benefits (Luchs et al, 2010), a sustainable packaging appearance can lead consumers to perceive a higher product quality or naturalness (Magnier et al, 2016).…”

Can Digit Ratio and Gender Identity Predict Preferences for Consumption Options With a Distinct Gender Image?

“…Finally, while not explicitly addressed in the current research, it is possible that consumers with a male-typical digit ratio or a masculine gender identity may be more motivated to buy products and services that are normally associated with femininity, such as sustainable, eco-friendly products ( Brough et al, 2016 ), if such products are strategically promoted using masculine marketing messages and, when applicable, a corresponding “manly” packaging design. For example, the packaging of such products could consist of cues communicating a masculine gender image in terms of shapes (sharp and angular instead of round and curvy), textures (rough rather than glossy), and other verbal and visual elements conveying strength rather than gentleness ( McNeill and Douglas, 2011 ; Steenis, 2019 ). Additionally, men with a male-typical digit ratio or a masculine gender identity may sometimes strategically choose products and services with a feminine connotation because favoring such choices could make them more desirable as mates under certain circumstances ( Griskevicius et al, 2010 ; Borau et al, 2021 ; Palomo-Vélez et al, 2021 ).…”