484
JOURNAL OF CONSUMER RESEARCH
TABLE11
STUDY 4B: SAMPLE CHOICE TASK IN THE TWO PACKAGING CONDITIONS
Plastic condition
Plastic+paper condition
Discussion Replicating study 4a results, study 4b shows that con- sumers become more prone to choose a product when it comes in plastic þ paper packaging compared to when it comes in plastic-only packaging. This study used real brands of chips and did not draw participants’ attention to variation in product packaging, ensuring greater ecological validity of our findings.
STUDY 5: ON-PACKAGE INTERVENTION
Studies 4a and 4b used between-subjects conjoint experiments to demonstrate that people perceive plastic packaging as less environmentally friendly than plastic þ paper packaging. The studies also showed that differences in perceived environmental friendliness of plastic versus plastic þ paper translate into a relative disutility and lower
Made with FlippingBook flipbook maker