Consumers' preference for eco-friendly packaged products: pride vs guilt appeal
Purpose: This paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly packaging behaviour, namely environmental responsibility, knowledge, attitudes, and message framing, to deter...
| Main Authors: | , |
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| Format: | Journal Article |
| Language: | English |
| Published: |
EMERALD GROUP PUBLISHING LTD
2023
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/91416 |
| _version_ | 1848765515653185536 |
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| author | Shimul, Anwar Sadat Cheah, Isaac |
| author_facet | Shimul, Anwar Sadat Cheah, Isaac |
| author_sort | Shimul, Anwar Sadat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose: This paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly packaging behaviour, namely environmental responsibility, knowledge, attitudes, and message framing, to determine their relative importance. Design/methodology/approach: A set of hypotheses is tested across two studies. Findings: Study 1 (n = 160) shows that attitude is an important mediator between consumers' environmental responsibility and environmental knowledge and intentions when adopting eco-friendly packaging. Furthermore, study 2 (n = 132) finds that where eco-friendly packaging is concerned, the advertised message has to be framed with a particular emotional appeal congruent to a specific psychographic trait to stimulate pro-environmental behavioural intention. Practical implications: Based on the findings of this research, advertisers and environmental practitioners can utilise the correct type of message appeals to implement pro-environmental campaigns and programs for appropriate consumer segments effectively. Originality/value: Aligning with the United Nations Sustainable Development Goals (SDGs), in particular, SDGs 12 on ensuring “responsible consumption and production”, the research findings have highlighted the importance of individual's environmental knowledge (eco-literacy) and responsibility as they act as precursors toward sustainable and responsible consumption. |
| first_indexed | 2025-11-14T11:36:29Z |
| format | Journal Article |
| id | curtin-20.500.11937-91416 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:36:29Z |
| publishDate | 2023 |
| publisher | EMERALD GROUP PUBLISHING LTD |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-914162023-04-19T08:53:29Z Consumers' preference for eco-friendly packaged products: pride vs guilt appeal Shimul, Anwar Sadat Cheah, Isaac Social Sciences Business Business & Economics Eco-friendly packaging Environmental knowledge Environmental responsibility Purchase intentions Message appeal PURCHASE INTENTION BEHAVIOR CONSUMPTION ATTITUDE Purpose: This paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly packaging behaviour, namely environmental responsibility, knowledge, attitudes, and message framing, to determine their relative importance. Design/methodology/approach: A set of hypotheses is tested across two studies. Findings: Study 1 (n = 160) shows that attitude is an important mediator between consumers' environmental responsibility and environmental knowledge and intentions when adopting eco-friendly packaging. Furthermore, study 2 (n = 132) finds that where eco-friendly packaging is concerned, the advertised message has to be framed with a particular emotional appeal congruent to a specific psychographic trait to stimulate pro-environmental behavioural intention. Practical implications: Based on the findings of this research, advertisers and environmental practitioners can utilise the correct type of message appeals to implement pro-environmental campaigns and programs for appropriate consumer segments effectively. Originality/value: Aligning with the United Nations Sustainable Development Goals (SDGs), in particular, SDGs 12 on ensuring “responsible consumption and production”, the research findings have highlighted the importance of individual's environmental knowledge (eco-literacy) and responsibility as they act as precursors toward sustainable and responsible consumption. 2023 Journal Article http://hdl.handle.net/20.500.11937/91416 10.1108/MIP-05-2022-0197 English EMERALD GROUP PUBLISHING LTD fulltext |
| spellingShingle | Social Sciences Business Business & Economics Eco-friendly packaging Environmental knowledge Environmental responsibility Purchase intentions Message appeal PURCHASE INTENTION BEHAVIOR CONSUMPTION ATTITUDE Shimul, Anwar Sadat Cheah, Isaac Consumers' preference for eco-friendly packaged products: pride vs guilt appeal |
| title | Consumers' preference for eco-friendly packaged products: pride vs guilt appeal |
| title_full | Consumers' preference for eco-friendly packaged products: pride vs guilt appeal |
| title_fullStr | Consumers' preference for eco-friendly packaged products: pride vs guilt appeal |
| title_full_unstemmed | Consumers' preference for eco-friendly packaged products: pride vs guilt appeal |
| title_short | Consumers' preference for eco-friendly packaged products: pride vs guilt appeal |
| title_sort | consumers' preference for eco-friendly packaged products: pride vs guilt appeal |
| topic | Social Sciences Business Business & Economics Eco-friendly packaging Environmental knowledge Environmental responsibility Purchase intentions Message appeal PURCHASE INTENTION BEHAVIOR CONSUMPTION ATTITUDE |
| url | http://hdl.handle.net/20.500.11937/91416 |