Beyond the wrapper: Uncovering the effect of explicit and implicit packaging design cues on consumer perception and sustainable disposal behaviour

Abstract

In pursuit of a more sustainable future, more and more firms are seeking alternative sustainable packaging and corresponding packaging communication strategies to signal its eco-friendliness and stimulate ecological consumer behaviour. Despite the majority of research focusing on the pre-purchase stage of the packaging life cycle, limited attention has been given to enhancing post-consumption packaging disposal. This study examines the effect of both implicit (design strategy: imitation vs. differentiation), and explicit (packaging visualization and claims: long vs. short supply chain) packaging design cues on sustainability perception and disposal behaviour. Results from a laboratory study demonstrate that packaging following a differentiation strategy (vs. imitation) has a positive effect on both perceived sustainability and disposal behaviour. Furthermore, the length of the supply chain, manipulated through on-packaging visualization and claims, significantly influences disposal behaviour, with a significantly higher proportion of consumers correctly disposing of the packaging when the supply chain is depicted as short (vs. long). The findings contribute to environmental psychology and packaging design literature, providing valuable insights to designers, marketers, and policymakers in formulating effective and sustainable packaging design interventions.