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EMAC 2024 Annual


How consumers value sustainable packaging: An experimental test combining packaging material, claim and price.
(A2024-119758)

Published: May 28, 2024

AUTHORS

Lotte Hallez, KU Leuven/ Institute for Media Studies; Bram Spruyt, KU Leuven; Filip Boen, KU Leuven; Tim Smits, Institute for Media Studies, KU Leuven

ABSTRACT

This study investigates the combined impact of two packaging cues (i.e., packaging material, sustainability claim) and a price premium on consumers’ product perceptions and choices. We conducted an online experiment comprising a questionnaire and hypothetical choice task among 229 consumers. We manipulated two cues: the packaging material (glass vs plastic) and the presence (vs absence) of a recycled content claim (i.e., 100% recycled). We also manipulated whether a price premium was attached to these packaging variations. The material and the recycled content claim both had a significant influence on consumers’ sustainability perceptions, and these perceptions spilled over to various product expectations (e.g., healthiness). When all products cost the same, participants were more likely to choose a glass bottle (i.e., 84%) vs plastic, and a bottle with a claim (i.e., 80%) vs no claim. However, these preferences dropped to 43% and 27% respectively when a price premium was attached to these packaging variations.