Ulf Aagerup, Anna-Sofia Frank and Evelina Hultqvist
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.
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.