486
JOURNAL OF CONSUMER RESEARCH
TABLE13
STUDY 5: SAMPLE CHOICE TASK IN THE TWO INTERVENTION CONDITIONS
Plastic-control condition
Plastic-sticker condition
SE ¼ 2.58, 95% CI: (5.14; 15.22)]. This result indicates that our “minimal packaging sticker” intervention affected the choice propensities for plastic packaging by making consumers view plastic packaging as more environmen- tally friendly. Discussion Study 5 introduced a managerially relevant on-package intervention to attenuate the PEF bias. The results show
one-way ANOVA revealed that people perceived plastic packaging to be less environmentally friendly in the “plastic-control” condition than in the “plastic-sticker” condition ( M plastic-control ¼ 3.08, SD ¼ 1.47, vs. M plastic- sticker ¼ 4.58, SD ¼ 1.47, F (1, 588) ¼ 152.10, p < .001, g p 2 ¼ 0.206). Mediation Analysis. A mediation analysis with 10,000 bootstrap samples showed that packaging intervention had a significant indirect effect on choice via PEF [ b ¼ 9.89,
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