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.
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.
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).
As a lab experiment, the study provides limited generalizability and external validity.
For most organic FMCG products, it is advisable to employ emotional packaging claims.
The presented findings provide marketers with tools to influence consumer behavior toward sustainable choices.
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.
The authors would like to thank Zoegas and Nestlé for their help designing the packaging used in the experiments, and for their general input into on green FMCG marketing. The authors thank the KRAV business association for their permission to use their green certification logo on the packaging. The KRAV logotype is a registered trademark with the Swedish patent and registration office, PRV. This registration gives the KRAV business association exclusive rights to the trademark. The authors also thank The Rainforest Alliance for the permission to use their logotype on the packaging.
Aagerup, U., Frank, A. and Hultqvist, E. (2019), "The persuasive effects of emotional green packaging claims", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-08-2019-0652Download as .RIS
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