Consumer Responses to Structural and Informational Components of Eco-Designed Packaging: The Role of Environmental Concern

Manufacturers are increasingly designing more sustainable packaging and consumers tend to evaluate sustainable initiatives positively. However, ecological stimuli can sometimes have a negative impact on consumers’ evaluations. Across three studies, we seek to provide guidance on consumers’ responses to eco-designed packaging. Study 1 consists of an exploratory study using the ZMET technique. The structural, graphical and informational components of eco-designed packaging are outlined, and ambivalent responses of consumers to eco-designed packaging are determined. Study 2 tests the influence of the interaction between structural condition (conventional vs. eco-designed) of the package and environmental concern (EC) on aesthetic evaluation and purchase intention. Study 3 tests the influence of the interaction between structural condition, informational condition (absent vs. present) and EC on the same dependent variables. The results of this study give important insights to enhance acceptation of new eco-designed packaging developments.