Consumer Reactions to Sustainable Packaging: The Relationship Between Visual Appearance, Verbal Claim and Consumers Environmental Concern

Nowadays more companies are developing sustainable packaging. In this paper in two separated studies on detergent and mixed nuts packages, we manipulated their visual appearance and verbal sustainability claims that communicate eco-friendliness, and then we tested their impact on emotional attitudes and purchase intentions of consumers. Results of the survey of Two examples of non-student show that The consumer concern about the environment affects on their response to visual appearance and packaging verbal claim . The consumers with Low environmental concern were (not) sensitive to incongruence in visual appearance and verbal sustainability claim and didn’t show negative responses. Next, we demonstrate that brand ethicality will be the mediator, the relationship between the interaction of the visual appearance, the verbal sustainability claim and environmental concern and purchase intention.