How Do Packaging Material, Colour and Environmental Claim Influence Package, Brand and Product Evaluations?

Magnier, Lise; Schoormans, Jan

doi:10.1002/pts.2318

Cited by 46 publications

(45 citation statements)

References 59 publications

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“…There are also other views on how to categorize packaging elements into different categories. For instance, Magnier and Schoormans [85] suggest that these categories can be structural, graphical, and informational. However, in the reviewed articles, the packaging attributes that could influence recycling behavior were not limited to these classifications and were selected based on the aim of the research.…”

Section: Attributes Of Food Packaging That Influence Consumer Behaviomentioning

confidence: 99%

The Role of Food Packaging Design in Consumer Recycling Behavior—A Literature Review

et al. 2019

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Household waste sorting at the source is an essential part of the waste management system in many countries. Correct sorting of this waste, including food packaging waste, is cost-effective, it facilitates the recycling process and enhances the quality of the recycled product. Although there is a growing body of research that studies the effect of different attributes of food packaging on household recycling behavior, the effect of these attributes on the sorting of the food packaging waste is not well known. This contribution reviews work that studies the relationship between attributes of food packaging and consumer sorting behavior. The review highlights the potential of the visual attributes and the quality of packaging as a communication channel for encouraging consumers to sort the food packaging waste. The efficiency of the waste management system and the quality of recycled products can hence be affected by the proper design of food packaging.Sustainability 2019, 11, 4350 2 of 23 waste management scheme, and in particular in sorting at the source, have been discussed in previous studies [1,6,[16][17][18][19][20][21]. For example, the fractions that are obtained when sorting at the source (e.g., glass, plastic, and paper) have a higher quality compared to fractions obtained when sorting at MRFs, and the source separation process is less expensive [1,3,19]. Hence, correct sorting of waste fractions can increase material recycling and contribute to a circular economy.Among the different fractions of HSW, food packaging is of interest due to the increasing amount of this type of waste. Also, food packaging is estimated to be more than one-third of the total global packaging market [22,23]. However, the amount of recycled food packaging waste still is not sufficient. For instance, in 2017 only 56% of the 4.4 million tons of packaging waste that was generated in Australia was recycled [24]. In the United States of America, in 2015 the recycling rate of packaging waste and containers was 53% and over 23% of packaging waste was landfilled [25]. In Sweden, approximately 60% of household mixed waste still contains recyclable packaging waste [3]. On a global scale, this amount of un-recycled food packaging waste, especially plastic packaging, can significantly harm the environment [26,27]. This impact could be reduced by proper waste sorting. Proper sorting of food packing, irrespective of whether it is plastic, paperboard, or metal, allows the material to be recycled instead of being used for energy recovery, landfilling, or dumping. Thus, food packaging waste could be a valuable resource that would have lower environmental impacts if it is sorted according to the type of the material that was used to make the packaging [1,3]. In addition, the positive correlation between increasing urbanization and packaging consumption is expected to continue [26]. This is likely to lead to a greater amount of food packaging waste in the future. It is therefore important to motivate consumers to participate in the waste sorting s...

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Section: Attributes Of Food Packaging That Influence Consumer Behaviomentioning

confidence: 99%

The Role of Food Packaging Design in Consumer Recycling Behavior—A Literature Review

et al. 2019

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“…When only considering the sustainable appearance of the packaging, consumers may face trade-offs related to the increased perceived sustainability of the packaging on the one hand (Magnier & Schoormans, 2017) and the decreased perceived usability on the other hand (Mugge & Schoormans, 2012;Mugge & Dahl, 2013). Therefore, we expect that there will not be a significant difference of purchase intention between the sustainable and the typical packages and we formulate the following hypothesis:…”

Section: Influence Of Cues Of Sustainability On Perceived Expensivenementioning

confidence: 99%

Designing for Packaging Sustainability. The Effects of Appearance and a Better Eco-Label on Consumers’ Evaluations and Choice

Krah¹,

Todorovic²,

Magnier³

2019

Proc. Int. Conf. Eng. Des.

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The environmental burden of packaging is huge. However, redesigning packaging to make it more sustainable without damaging its other functions is not always easy and can have a negative impact on consumers’ choice. In this paper, we adopt a user-perspective and test the effects of packaging appearance and a better eco-label on consumers’ responses. Based on the literature, we designed an eco- label using a traffic light system with an objective sustainability score enabling to compare the sustainability of different packages. The results of our experimental study (N=120) show that while a sustainable (vs. typical) appearance in packaging has a positive effect on perceived sustainability, it has a negative effect on perceived usability. However, we demonstrate that the presence of a high score on the eco-label positively impacts the perceived sustainability of both the sustainable and the typical packages and the choice intentions. This eco-label also enabled to mitigate the negative effects of the sustainable appearance on perceived usability. Designers and policy-makers can use the results of this paper to positively influence evaluations of and choice for sustainable packaging.

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“…In fact, of all the graphic design elements on packaging, colour is quite possibly the one that triggers the fastest response, and it also has a lasting effect on the consumer . The consumer also uses colour to deduce the sensory characteristics of the product, such as taste or smell, as well as its functional or conceptual attributes . The typography chosen for the texts on packaging can provide the consumer with information on the origin of the product, its price range, and how healthy it is .…”

Section: Introductionmentioning

confidence: 99%

“…7 The consumer also uses colour to deduce the sensory characteristics of the product, such as taste or smell, [8][9][10] as well as its functional 11 or conceptual attributes. 12 The typography chosen for the texts on packaging can provide the consumer with information on the origin of the product, 13 its price range, 14 and how healthy it is. 15 The shape of the packaging can influence consumers' sensory expectations of the product, 4 flavour perceived during tasting, 16 and even experiential expectations.…”

Section: Introductionmentioning

confidence: 99%

The influence the image of the product shown on food packaging labels has on product perception during tasting: Effects and gender differences

et al. 2018

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Many food packages on the market show an image of the product contained inside or the ingredients with which the product was produced. During the packaging design process, it is the job of the designer or the marketing team to decide which specific image will be depicted on the packaging. This paper analyses the potential implications of this decision by studying the influence that the visual appearance of the product pictured on the packaging has on the way consumers perceive the product during consumption. Two packaging designs for apple sauce were created; the only variable was the visual appearance of the apple displayed: one showed a red apple and the other showed a green one. The 147 participants in this between‐subjects experiment tasted and evaluated six product attributes (Sweet, Acidic, Intense Flavour, Healthy, Natural, and Quality) as well as Liking and Willingness to buy. The results of a MANOVA‐Biplot analysis show that the visual appearance of the product pictured affects Liking, Willingness to buy, and some product attributes. In fact, a strong positive relationship was identified between the attribute Healthy and the perceived quality of the product with Liking and Willingness to buy; if one of these attributes scored higher, the higher score was extrapolated to the others. The study also shows that gender differences exist as these effects do not affect all consumers equally, with women being more sensitive to them than men. This paper discusses the implications of these results for the food industry, for packaging designers and for marketers.

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How Do Packaging Material, Colour and Environmental Claim Influence Package, Brand and Product Evaluations?

Cited by 46 publications

References 59 publications

The Role of Food Packaging Design in Consumer Recycling Behavior—A Literature Review

The Role of Food Packaging Design in Consumer Recycling Behavior—A Literature Review

Designing for Packaging Sustainability. The Effects of Appearance and a Better Eco-Label on Consumers’ Evaluations and Choice

The influence the image of the product shown on food packaging labels has on product perception during tasting: Effects and gender differences

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