Packed and claimed for sustainability: A multi-experiment test of how consumers perceive packaging sustainability
Description
We conducted three experimental studies to analyze the impact of packaging materials and sustainability claims on sustainability perceptions, product expectations (e.g., regarding healthiness, tastiness, price), willingness-to-consume and product choices. Study 1 is split up into two parts. Study 1a zooms in on the difference between glass and plastic, while Study 1b zooms in on the difference between carton and metal. The data are included in one dataset. The study had a 2 (packaging material: seemingly sustainable vs seemingly unsustainable) x 2 (sustainability claim: present vs absent) x 2 (packaging color: green vs red) x 4 (cue-product combination sets) between-subjects design. We conducted ANOVAs and chi square tests to analyze our results. Study 2 zooms in on the difference between glass and plastic. The experiment has a 2 (packaging material: glass vs plastic) x 2 (sustainability claim: present vs absent) x 4 (cue-product combination sets) mixed design. We conducted multilevel analyses to analyze our results. The dataset was restructured to conduct these multilevel analyses. We used the syntax to obtain the parameter estimates. The syntax is included along with the datasets. We also conducted chi square tests. Study 3 zooms in on the difference between carton and plastic. The experiment has a 2 (packaging material: carton vs plastic) x 2 (sustainability claim: present vs absent) x 4 (cue-product combination sets) mixed design. We conducted multilevel analyses to analyze our results. The dataset was restructured to conduct these multilevel analyses. We used the syntax to obtain the parameter estimates. The syntax is included along with the datasets. We also conducted chi square tests.