Print Email Facebook Twitter Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations Title Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations Author Steenis, N.D. van Herpen, E. van der Lans, I.A. Ligthart, T.N. van Trijp, H.C.M. Publication year 2017 Abstract Building on theories of cue utilization, this paper investigates whether and how packaging sustainability influences consumer perceptions, inferences and attitudes towards packaged products. A framework is tested in an empirical study among 249 students using soup products varying in packaging material and graphics. The findings show that (packaging) sustainability is a highly salient association but is only moderately important for consumer attitudes. A comparison between consumer judgments and life-cycle assessment indicates that consumers rely on misleading, inaccurate lay beliefs to judge packaging sustainability and are therefore susceptible to making ineffective environmental decisions. The research also demonstrates the power of packaging in shaping perceptions of food products. Particularly, it shows that changes in actual environmental impacts (by altering packaging materials) affect not only sustainability perceptions but also several other benefits, such as perceived taste and quality. At the same time, consumers' sustainability assessments are also highly influenced by mere graphical packaging cues that have no obvious actual sustainability consequences. © 2017 Elsevier Ltd Subject 2015 Urban Mobility & EnvironmentCAS - Climate, Air and SustainabilityELSS - Earth, Life and Social SciencesEnvironment & SustainabilityEnvironmentUrbanisationConsumer attitudesCue utilizationGraphic appearanceGreen designPackaging materialsSustainability To reference this document use: http://resolver.tudelft.nl/uuid:6c13fdcd-8da1-4a84-a080-ffbff1b19fb3 DOI https://doi.org/10.1016/j.jclepro.2017.06.036 TNO identifier 777401 Publisher Elsevier Ltd ISSN 0959-6526 Source Journal of Cleaner Production, 162, 286-298 Document type article Files To receive the publication files, please send an e-mail request to TNO Library.