The persuasive effects of emotional green packaging claims

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Aagerup, Ulf,1969-Högskolan i Halmstad,Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL) (author)

The persuasive effects of emotional green packaging claims

Article/chapterEnglish2019

Publisher, publication year, extent ...

Bingley :Emerald Group Publishing Limited,2019
printrdacarrier

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LIBRIS-ID:oai:DiVA.org:hj-54550
https://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-54550URI
https://doi.org/10.1108/BFJ-08-2019-0652DOI
https://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-41444URI

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Language:English
Summary in:English

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SwePubSwePub

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Subject category:ref swepub-contenttype
Subject category:art swepub-publicationtype

Notes

Purpose - The purpose of this paper is to investigate the effects of rational green packaging claims vs emotional green packaging claims on consumers' purchase propensity for organic coffee.Design/methodology/approach - Three within-subjects experiment were carried out (N=87, N=245, N=60). The experimental design encompasses packaging with rational green claims, emotional green claims, as well as a neutral (control) claim. Measured variables are introduced to assess participants' environmental commitment and information processing ability. A manipulated between-subjects variable is introduced to test how distraction interacts with preference for the claims.Findings - Overall, consumers prefer products with green claims over those with neutral (control) claims, and products with emotional green claims to those with rational green claims. The studies also reveal that this effect is moderated by participants' environmental commitment, information processing ability and by distraction. The findings were statistically significant (p<0.05).Research limitations/implications - As a lab experiment, the study provides limited generalizability and external validity. Practical implications - For most organic FMCG products, it is advisable to employ emotional packaging claims.Social implications - The presented findings provide marketers with tools to influence consumer behavior toward sustainable choices.Originality/value - The paper validates previous contributions on the effects of product claim types, and extends them by introducing comprehensive empirical data on all the Elaboration Likelihood Model's criteria for rational decision-making; motivation, opportunity and ability.

Subject headings and genre

TEKNIK OCH TEKNOLOGIER Medicinteknik Annan medicinteknik hsv//swe
ENGINEERING AND TECHNOLOGY Medical Engineering Other Medical Engineering hsv//eng
Branding
ELM
Consumer behaviour
Environmental
Green marketing
Food packaging

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Frank, Anna-SofiaHögskolan i Halmstad,Akademin för ekonomi, teknik och naturvetenskap (author)
Hultqvist, EvelinaHögskolan i Halmstad,Akademin för ekonomi, teknik och naturvetenskap (author)
Högskolan i HalmstadCentrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL) (creator_code:org_t)

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In:British Food JournalBingley : Emerald Group Publishing Limited121:12, s. 3233-32460007-070X1758-4108

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