Proceedings of the 6th International Conference on Social Sciences, Humanities and Arts
Year: 2024
DOI:
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Consumer’s Eco-Friendly Perception: The Role of Packaging Material, Color, and Product Type on Willing-to-Buy
Jaden Cho
ABSTRACT:
Promoting eco-friendly consumption has emerged as a critical issue in our current society and thus has gained significant attention. Recent studies have highlighted that eco-friendly packaging can have a meaningful impact on consumer perceptions and attitudes toward products depending on specific features of the packaging, such as color temperature, material, and product type. However, it remains ambiguous how the interaction between these factors can affect consumer purchase intentions. In this study, we conducted an online survey for young consumers to investigate how their perceptions and willing-to-buy (WTB) vary depending on important features: packaging material, product type, and packaging color. The results showed that respondents generally perceived the products with eco-friendly packaging materials as more environmentally friendly. In addition, the stronger perception of environmental friendliness was more likely to express a WTB, particularly in hedonic products. Moreover, cool-colored packaging was perceived as more eco-friendly compared to warm-colored packaging. Importantly, the WTP of eco-friendly products was constantly high independent of their color, whereas, for warm-colored packaging, this effect was robust only for hedonic products. These findings suggest that the effects of packaging color temperature and product type strongly interact, contributing to overall sustainability.
keywords: Food, Packaging, Sustainability, Eco-Perception, Willing-to-Buy