A creative way of packaging

(1)

A creative way of packaging

on attitudes and purchase

intention

Marketing Management Thesis

Joeri Sturkenboom

(2)

Reusable packaging

(3)

Why this topic?

What we know from

literature?

Packaging waste

• 160kg packaging waste a year

on average for each European

citizen

(EuroStat, 2016)

Increasing purchase intention

• Sustainable packaging

increases purchase intention

(Magnier & Schoormans, 2015)

3 ways of sustainable packaging

(Min & Galle, 1997)

• Recycled

• Low density

• Reusable

Cardboard and Plastic

• Most common packaging

material

(De Hooge & Leliveld, 2017)

Environmental concern

• Growing concern

(Magnier &

Schoormans, 2015)

(4)

What do we want to know?

▪ Why would receiving reusable

(5)

Warm glow

(Andreoni, 1990)

▪ Environmental support

Positive attitudes and

feelings

Customer delight

(Oliver et al., 1997; Plutchik, 1980)

▪ Joy

▪ Surprise

Moral self-image (MSI)

• People wish to be moral

(Mazar et al., 2008)

• MSI can change at any moment

(Aquino & Reed, 2002; Jordan et al., 2015)

Brand attitude

(Keller, 2013)

(6)

Type of material

▪ Cardboard vs. plastic

Moderator & Exploratory

Exploratory moderator:

environmental concern

▪ More vs. less concerned

Other exploratory variables

• Sustainability

• Package impression

• Loyalty

(7)

(8)

Procedure

Qualtrics panel

(9)

Measurement

Warm glow

• Giebelhausen et al., 2016

• 7-point semantic scale

Customer delight

• Joy: Richins, 1997

• Surprise: Kim & Matilla,

2013; Izard, 1977

• 7-point Likert scale

Brand attitude

• Mackenzie & Lutz, 1989

• 7-point semantic scale

MSI

• Aquino & Reed, 2002

• Jordan et al., 2015

• 7-point Likert scale

• Actual vs. Ideal self

Brand liking

• Keller, 2013

• 7-point Likert scale

Purchase intention

• Dutta et al., 2007

• 7-point Likert scale

1. Factor analysis

2. Cronbach’s alpha

3. 2x2 ANOVA

(10)

Results: 2x2 ANOVA &

mediation

Reusable

packaging

Material type

Reusable packagin

* Material type

Brand

liking

Purchase

intention

Warm

glow

Joy

F = 8.32 / P =

_.004

Surprise

F = 67.26 /

P = .000

F = 5.14 / P =

.024

Partial

MSI

F = 4.60 / P

_{= .033}

F = 13.17 / P =

_.000

Full

Brand

(11)

Results: 2x2x2 ANOVA

Reusable

(12)

Conclusions for reusable packaging

01 Positively influenced

• Surprise, MSI, brand attitudes

• Mediation on brand liking and purchase intention • Higher MSI when thinking or imagine something

moral happened. Somewhat similar to Jordan et al.

02 Did not influence

• Warm glow and joy

• Environmental impact undervalued? (Uusitalo, 1989) • Chessboard and coasters not amusing enough?

03 Appearance – Creative – Brand attitude

• Creativity influence attitudes (Im et al., 2015)

• Packaging is part of the product (Ampureo & Vila, 2006)

04 Overdone and unnecessary

• Especially for reusable cardboard packaging

05 Sustainable and purchase intention

• Supporting Min & Galle (1997)

(13)

Conclusions for material type

01 Cardboard packaging

• Positively influenced customer delight, MSI, brand attitude • Did not influence warm glow

02 Cardboard packaging

• Positively influenced “appearance”, “use”, and sustainability • Positively influenced attachment toward the brand