1. Unpackaging Online Retail: Impact of Message Framing and Reference PoInts on Consumers' Choice of (Reduced) Packaging and Brand Attitude
- Author
-
Kolacz, Michelle S. Park
- Subjects
- Marketing, Packaging, Sustainability, Design, Environmental Management, message frame, reference point, brand attitude, online shopping, packaging, marketing, fashion, sustainability, sustainable packaging, lovemonkey, shared value, green consumer values, prospect theory, sustainable business solutions
- Abstract
The fashion industry struggles to address the waste accompanying overconsumption. Packaging, an inherent component of purchases (particularly in online settings), poses a particular dilemma. Current endeavors to decrease the environmental harm of packaging may only be suited to particular companies and can be expensive and time consuming to develop. Furthermore, products or packaging marketed as environmentally friendly are often associated with a price premium. Without a perceived personal benefit, consumers often forgo their sustainable values, discouraging development of sustainable initiatives. Prospect Theory positions that individuals tend to take different action based on the gain or loss frame. Literature suggests that references interact with frames, producing different results. Therefore, this study uses a 2 (frame: gain/loss) x 2 (reference: personal/societal) x 2 (green consumer value: high/low) mixed method online experiment in which consumers were shown one of four message combinations and offered the choice of no poly bag and a polybag. Analysis revealed that while the message did not have a significant effect on packaging selection, 74.73% fewer polybags were used because the option was present. Multiple 3 way ANOVAs revealed that brand attitude and purchase intention were affected by frame; frame and reference interacted to affect attitude towards the packaging initiative and brand attitude; and that green consumer values acted as a moderator in certain cases. Overall, this study provides a starting strategy for packaging initiatives and outlines message architecture to better promote sustainable behavior and positive attitudes for customers with both low and high green consumer values.
- Published
- 2020