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The interplay of sustainable packaging material and cosumers´ environmental concern for luxury products
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This thesis explores the effect of packaging material (matte vs glossy) on consumers’ purchase intention and willingness to pay for luxury product and how environmental concern influences this relationship. First, the results show that for consumers with higher environmental concern, matte (vs glossy) material of the packaging increases the purchase intention. Next, the sample failed to predict preferences of consumers characterized by low environmental concern. Also, this study shows that environmental concern does not influence the relationship between the packaging material and willingness to pay. At the end, managerial implications, identified limitations and possible future research are discussed.
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Experiments Environmental concern Luxury consumers Sustainable luxury Consumer bahavior