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Perception of eco-friendly products through the packaging design – the impact of color and material
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Resumo(s)
Consumers’ concerns with the environment lifted sustainability to become a higher priority in their shopping habits. Companies try to respond to this green demand, but their communication is failing, and consumers cannot effortlessly differentiate a green from a nongreen product on the shelf. An extensive literature on green marketing and green products has been conducted over the last years, yet there is relatively little research on the role of packaging as an influencer of environmental perceptions. The purpose of this research is to demonstrate how visual stimulus of a package can enhance consumers’ perception of eco-friendliness. Hence, we have conducted an experimental research to analyze packaging elements such as the material and color (study 1) and presence of an environmental claim (study 2). Through four online questionnaires, with a total of 456 participants, we demonstrate two main conclusions: first, how the material of a package can influence the perception of an eco-friendly product and the importance of the combination with an environmental claim, and second, by presenting two different types of the color green (light and dark) to the participants, if its contrast has an impact on being perceived as eco-friendly.
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Palavras-chave
Green products Eco-friendly packaging Green color Environmental claims Purchase intention.