Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Can Sustainable Packaging Boost Brand Experience? The Influence of Sustainability on Sensorial Perceptions and Brand Evaluations

Published: May 24, 2023


Marcia Herter, Advance/CSG, ISEG, Universidade de Lisboa; Raquel Soares, Unidade de Investigação em Design e Comunicação (UNIDCOM/IADE); Diego Costa Pinto, NOVA Information Management School; Paola Reik, Universidade Europeia


Prior research shows that packaging can influence consumers’ perceptions and brand evaluations. This research extends previous findings exploring how the use of sustainable (vs. conventional) packaging modifies brand experience and attitudes. Moreover, sensory perceptions of the packaging are analyzed as the underlying mechanism, suggesting the strategic use of sustainable packaging and sensory marketing to elicit brand outcomes. Results from an experimental study reveal that sustainable (vs. conventional) packaging increases consumers’ brand experience and attitudes for products of different categories (dishwasher and coffee). In addition, consumers believe that sustainable packaging is more sensorial and, therefore, it boosts brand evaluations. Findings present important theoretical and practical implications for sustainable packaging and brand outcomes.