The persuasive effects of emotional green packaging claims
ISSN: 0007-070X
Article publication date: 25 October 2019
Issue publication date: 27 November 2019
Abstract
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.
Keywords
Acknowledgements
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.
Citation
Aagerup, U., Frank, A.-S. and Hultqvist, E. (2019), "The persuasive effects of emotional green packaging claims", British Food Journal, Vol. 121 No. 12, pp. 3233-3246. https://doi.org/10.1108/BFJ-08-2019-0652
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited