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Consumer Response to Sustainable Packaging Design.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Consumer Response to Sustainable Packaging Design./
作者:	Steenis, Nigel D.
面頁冊數:	1 online resource (195 pages)
附註:	Source: Dissertations Abstracts International, Volume: 82-11, Section: B.
Contained By:	Dissertations Abstracts International82-11B.
標題:	Data analysis. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28229779click for full text (PQDT)
ISBN:	9798597047454

Consumer Response to Sustainable Packaging Design.
Steenis, Nigel D.

Consumer Response to Sustainable Packaging Design. - 1 online resource (195 pages)

Source: Dissertations Abstracts International, Volume: 82-11, Section: B.

Thesis (Ph.D.)--Wageningen University and Research, 2019.

Includes bibliographical references

The design of more sustainable packaging is an important step towards reducing packaging's environmental impacts. Packaging however also serves important role as a 'silent salesman' as it provides many cues which consumers may use to make inferences about the packaged product's expected benefits. Successful sustainable packaging should therefore not only be better for the environment, but should also be an attractive option for consumers. Across four empirical chapters, this thesis examines sustainable packaging design in terms of both functional and aesthetical design goals, leading into structural, graphical and verbal packaging cues. Consumer response is studied along four distinct types of consumer inferences, namely with regard to: (1) packaging sustainability, (2) product (contents) sustainability, (3) other product benefits (besides sustainability) and (4) greenwashing related to firm motives.An analysis of consumer cue perceptions relating to 'status quo' tomato soup packaging options available in the marketplace (Chapter 2) reveals that consumers have accessible mental associations between packaging and sustainability, and readily utilize packaging cues to make inferences related to (product) sustainability as well as other benefits. Sustainable packaging design leads to inferences of higher naturalness, healthiness and quality but also causes consumers to infer a higher price and lower convenience (Chapter 2 & 3). Furthermore, sustainable packaging design cues can also lead to inferences of lower product strength and higher gentleness (Chapter 5). Moreover, there is a significant overall inverse correlation between consumer perception of packaging sustainability and life-cycle analysis outcomes (Chapter 2). This gap is likely caused in part due to consumers' emphasis on using visible packaging cues whereas life-cycle analysis takes a more holistic view.When it comes to actively redesigning packaging to be functionally more sustainable (Chapter 3), consumers tend to react most positively toward biologically circular redesign strategies (e.g., biodegradability) followed by technically circular (e.g., recyclability) and linear strategies (e.g., lightweighting), respectively. While any sustainability redesign is perceived relatively favorable compared to a conventional status quo packaging, combining multiple redesign strategies into a single packaging does not substantially increase consumer purchase intentions, and is perceived by consumers to lead to heavily diminished increases in environmental impacts. This effect is explained by a lack of increase in consumers' moral satisfaction obtained from the more sustainable alternative. Thus, the presence of at least one SUMMARY 176 sustainability improvement takes precedent over developing more intensive redesigns.Investigating the aesthetical aspects of (sustainable) packaging redesign using laundry detergents (Chapter 5) shows that while overtly sustainable packaging cues do cause consumers to infer lower detergent strength and higher gentleness, these inferences can be influenced by also including aesthetical (masculine/feminine) gender cues in the packaging's design. Specifically, packaged products that contain both sustainable and masculine packaging design cues are perceived as relatively favorable in terms of perceived strength, gentleness and environment-friendliness. Consumer usage scenario moderates the effect of the strength and gentleness inferences. Sustainable packaging designs in general are chosen less when consumers seek out strength-benefits in detergent usage, but the use of masculinity cues compensates this disadvantage. Conversely, sustainable designs are preferred in general when consumers seek gentleness benefits during usage. The usage of aesthetical gender cues indicates that designers and marketers need not always rely exclusively on cues that connote sustainability in order to improve sustainable choice likelihood.The thesis also investigates greenwashing inferences in consideration of product and packaging combinations and firms' sustainability communications (Chapter 4). Consumers are more likely to infer that the firm is attempting to greenwash when it provides environmental claims for packaged products for which only either packaging or product contents are truly sustainable (compared to when both are sustainable). In such cases, there is a claim-fact discrepancy wherein the firm implies 'full' sustainability, but the actual product-packaging combination is only partially sustainable. This causes consumers to become ambivalent as they positively value the (partial) sustainability improvement, but negatively value the deceitful actions of the firm. This process is further moderated by the type of sustainability claim. Using highly puffy claims increases the pros (improved sustainability perception) and cons (higher perceived greenwashing) whereas not providing any claims reduces them. Based on centrality theory, findings also indicate that when only a peripheral attribute (packaging) is made sustainable, consumers perceive a higher degree of greenwashing than when only central attributes (product contents) are made sustainable.Overall, this thesis shows that (functional and aesthetical) sustainable packaging design does not merely change consumers' (potentially inaccurate) view of that packaging's environmental qualities, but causes consumers to make a range of inferences which affect packaged product choice. Successful sustainable packaging design should seek to reinforce those consumer inferences with positive effects and/or inhibit inferences with potential negative effects to ensure an overall attractive packaged product proposition.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798597047454Subjects--Topical Terms:

3515250
Data analysis.
Subjects--Index Terms:

Consumer responseIndex Terms--Genre/Form:

542853
Electronic books.

Consumer Response to Sustainable Packaging Design.
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Consumer response is studied along four distinct types of consumer inferences, namely with regard to: (1) packaging sustainability, (2) product (contents) sustainability, (3) other product benefits (besides sustainability) and (4) greenwashing related to firm motives.An analysis of consumer cue perceptions relating to 'status quo' tomato soup packaging options available in the marketplace (Chapter 2) reveals that consumers have accessible mental associations between packaging and sustainability, and readily utilize packaging cues to make inferences related to (product) sustainability as well as other benefits. Sustainable packaging design leads to inferences of higher naturalness, healthiness and quality but also causes consumers to infer a higher price and lower convenience (Chapter 2 & 3). Furthermore, sustainable packaging design cues can also lead to inferences of lower product strength and higher gentleness (Chapter 5). Moreover, there is a significant overall inverse correlation between consumer perception of packaging sustainability and life-cycle analysis outcomes (Chapter 2). This gap is likely caused in part due to consumers' emphasis on using visible packaging cues whereas life-cycle analysis takes a more holistic view.When it comes to actively redesigning packaging to be functionally more sustainable (Chapter 3), consumers tend to react most positively toward biologically circular redesign strategies (e.g., biodegradability) followed by technically circular (e.g., recyclability) and linear strategies (e.g., lightweighting), respectively. While any sustainability redesign is perceived relatively favorable compared to a conventional status quo packaging, combining multiple redesign strategies into a single packaging does not substantially increase consumer purchase intentions, and is perceived by consumers to lead to heavily diminished increases in environmental impacts. This effect is explained by a lack of increase in consumers' moral satisfaction obtained from the more sustainable alternative. Thus, the presence of at least one SUMMARY 176 sustainability improvement takes precedent over developing more intensive redesigns.Investigating the aesthetical aspects of (sustainable) packaging redesign using laundry detergents (Chapter 5) shows that while overtly sustainable packaging cues do cause consumers to infer lower detergent strength and higher gentleness, these inferences can be influenced by also including aesthetical (masculine/feminine) gender cues in the packaging's design. Specifically, packaged products that contain both sustainable and masculine packaging design cues are perceived as relatively favorable in terms of perceived strength, gentleness and environment-friendliness. Consumer usage scenario moderates the effect of the strength and gentleness inferences. Sustainable packaging designs in general are chosen less when consumers seek out strength-benefits in detergent usage, but the use of masculinity cues compensates this disadvantage. Conversely, sustainable designs are preferred in general when consumers seek gentleness benefits during usage. The usage of aesthetical gender cues indicates that designers and marketers need not always rely exclusively on cues that connote sustainability in order to improve sustainable choice likelihood.The thesis also investigates greenwashing inferences in consideration of product and packaging combinations and firms' sustainability communications (Chapter 4). Consumers are more likely to infer that the firm is attempting to greenwash when it provides environmental claims for packaged products for which only either packaging or product contents are truly sustainable (compared to when both are sustainable). In such cases, there is a claim-fact discrepancy wherein the firm implies 'full' sustainability, but the actual product-packaging combination is only partially sustainable. This causes consumers to become ambivalent as they positively value the (partial) sustainability improvement, but negatively value the deceitful actions of the firm. This process is further moderated by the type of sustainability claim. Using highly puffy claims increases the pros (improved sustainability perception) and cons (higher perceived greenwashing) whereas not providing any claims reduces them. Based on centrality theory, findings also indicate that when only a peripheral attribute (packaging) is made sustainable, consumers perceive a higher degree of greenwashing than when only central attributes (product contents) are made sustainable.Overall, this thesis shows that (functional and aesthetical) sustainable packaging design does not merely change consumers' (potentially inaccurate) view of that packaging's environmental qualities, but causes consumers to make a range of inferences which affect packaged product choice. Successful sustainable packaging design should seek to reinforce those consumer inferences with positive effects and/or inhibit inferences with potential negative effects to ensure an overall attractive packaged product proposition.
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