Eco-friendliness perception in packaging design: The importance of color, material and environmental claim

Jessica Batista, Luisa M. Martinez, Luis F. Martinez

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Consumers’ environmental concerns are increasing. There is scarce research on the role of packaging as an influencer of environmental perceptions. Also, consumers find it hard to effortlessly differentiate green from non-green products on the shelf. This research focuses on how environmental claim, materials and color of packaging could enhance consumers’ perception of eco-friendliness. Hence, two experimental studies were conducted to analyze the presence of environmental claims (Study 1), packaging material (plastic vs. paper) and color saturation (light vs. dark green) (Study 2). A total of 429 participants showed: (1) the presence of environmental claims in packaging design increase eco-friendliness and purchase intention; (2) paper packaging is perceived as eco-friendlier than plastic packaging; and (3) color saturation in packaging design does not impact eco-friendliness nor purchase intention. Our findings could inspire marketers which are struggling to communicate their green products, and thus support brand managers to redefine their strategies.
Original languageEnglish
Title of host publicationSenses & Sensibility’19
Subtitle of host publicationLost in (G)localization. Proceedings of the UNIDCOM 10th International Conference
EditorsEmília Duarte, Carlos Rosa
Place of PublicationLisbon
PublisherEDIÇÕES IADE, Universidade Europeia
Pages116-128
ISBN (Print)978-989-54829-3-1
Publication statusPublished - 2019
EventUNIDCOM 10th International Conference: Senses & Sensibility: Lost in (G) localization - Lisboa, Portugal
Duration: 27 Nov 201929 Nov 2019
Conference number: 10
http://senses2019.unidcom-iade.pt/proceedings/

Publication series

NameProceedings book of UNIDCOM/IADE Conferences
PublisherEDIÇÕES IADE, Universidade Europeia

Conference

ConferenceUNIDCOM 10th International Conference
CountryPortugal
CityLisboa
Period27/11/1929/11/19
Internet address

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