Eco-friendliness perception in packaging design: The importance of color, material and environmental claim

Consumers’ environmental concerns are increasing. There is scarce research on the role of packaging as an influencer of environmental perceptions. Also, consumers find it hard to effortlessly differentiate green from non-green products on the shelf. This research focuses on how environmental claim, materials and color of packaging could enhance consumers’ perception of eco-friendliness. Hence, two experimental studies were conducted to analyze the presence of environmental claims (Study 1), packaging material (plastic vs. paper) and color saturation (light vs. dark green) (Study 2). A total of 429 participants showed: (1) the presence of environmental claims in packaging design increase eco-friendliness and purchase intention; (2) paper packaging is perceived as eco-friendlier than plastic packaging; and (3) color saturation in packaging design does not impact eco-friendliness nor purchase intention. Our findings could inspire marketers which are struggling to communicate their green products, and thus support brand managers to redefine their strategies.