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The effect of recycled packaging on perceived product naturalness

Joyce De Temmerman (UGent) , Nico Heuvinck (UGent) , Hendrik Slabbinck (UGent) and Iris Vermeir (UGent)
(2022) ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022. In Advances in Consumer Research 50. p.225-227
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Abstract
Across five studies, we demonstrate that consumers perceive products in recycled (vs. regular) plastic packaging as more natural due to higher CSR beliefs, whereas this effect does not hold for recycled versus non-recycled cardboard packaging. Moreover, higher perceived naturalness of products packaged in recycled plastic leads to increased purchase intention. Manufacturers can offer solutions to address climate change by reducing packaging waste through, among other things, recycling of packaging. Yet, packaging design and materials also impact product perceptions and coasumption. This research has many implications, among others for public policy makers, as recycled packaging seems to be a double-edged sword. On the one hand, public policy makers might continue to encourage or mandate using recycled plastic as a packaging material and use product naturalness perceptions as an advantage to convince manufacturers to address packaging waste and associated climate change.
Keywords
Packaging, Recycling, Plastics, Climate change, Food packaging, Package design, Marketing, Consumer behavior, Sustainable materials, Food products, Consumers, Perceptions, Hypotheses, Sustainability, Consumption, False information, Food quality, Influence, Public policy

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Citation

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MLA
De Temmerman, Joyce, et al. “The Effect of Recycled Packaging on Perceived Product Naturalness.” ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022, vol. 50, 2022, pp. 225–27.
APA
De Temmerman, J., Heuvinck, N., Slabbinck, H., & Vermeir, I. (2022). The effect of recycled packaging on perceived product naturalness. ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022, 50, 225–227.
Chicago author-date
De Temmerman, Joyce, Nico Heuvinck, Hendrik Slabbinck, and Iris Vermeir. 2022. “The Effect of Recycled Packaging on Perceived Product Naturalness.” In ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022, 50:225–27.
Chicago author-date (all authors)
De Temmerman, Joyce, Nico Heuvinck, Hendrik Slabbinck, and Iris Vermeir. 2022. “The Effect of Recycled Packaging on Perceived Product Naturalness.” In ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022, 50:225–227.
Vancouver
1.
De Temmerman J, Heuvinck N, Slabbinck H, Vermeir I. The effect of recycled packaging on perceived product naturalness. In: ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022. 2022. p. 225–7.
IEEE
[1]
J. De Temmerman, N. Heuvinck, H. Slabbinck, and I. Vermeir, “The effect of recycled packaging on perceived product naturalness,” in ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022, Denver, Colorado, United States, 2022, vol. 50, pp. 225–227.
@inproceedings{01GRB51WWZSW1F9GEVZKMKQBHP,
  abstract     = {{Across five studies, we demonstrate that consumers perceive products in recycled (vs. regular) plastic packaging as more natural due to higher CSR beliefs, whereas this effect does not hold for recycled versus non-recycled cardboard packaging. Moreover, higher perceived naturalness of products packaged in recycled plastic leads to increased purchase intention. Manufacturers can offer solutions to address climate change by reducing packaging waste through, among other things, recycling of packaging. Yet, packaging design and materials also impact product perceptions and coasumption. This research has many implications, among others for public policy makers, as recycled packaging seems to be a double-edged sword. On the one hand, public policy makers might continue to encourage or mandate using recycled plastic as a packaging material and use product naturalness perceptions as an advantage to convince manufacturers to address packaging waste and associated climate change.}},
  author       = {{De Temmerman, Joyce and Heuvinck, Nico and Slabbinck, Hendrik and Vermeir, Iris}},
  booktitle    = {{ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022}},
  isbn         = {{9780915552849}},
  issn         = {{0098-9258}},
  keywords     = {{Packaging,Recycling,Plastics,Climate change,Food packaging,Package design,Marketing,Consumer behavior,Sustainable materials,Food products,Consumers,Perceptions,Hypotheses,Sustainability,Consumption,False information,Food quality,Influence,Public policy}},
  language     = {{eng}},
  location     = {{Denver, Colorado, United States}},
  pages        = {{225--227}},
  title        = {{The effect of recycled packaging on perceived product naturalness}},
  volume       = {{50}},
  year         = {{2022}},
}
Web of Science
Times cited: