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The Role of Pro-Ecological Packaging in Shaping Purchase Intentions and Brand Image in the Food Sector: An Experimental Study

Author

Listed:
  • Dagna Siuda

    (Department of Marketing, Faculty of Management and Organization, Lodz University of Technology, 90-924 Lodz, Poland)

  • Magdalena Grębosz-Krawczyk

    (Department of Marketing, Faculty of Management and Organization, Lodz University of Technology, 90-924 Lodz, Poland)

Abstract

The main objective of this paper is to assess the influence of claims suggesting the eco-friendly nature of products present on food product packaging, consumers’ purchase intentions, and brand image. To achieve this, an experimental study was conducted in which participants were presented with packaging prototypes to explore their purchase preferences and attitudes toward the brand. The study involved two types of food products—apple juice and a box of chocolates. Some packaging prototypes featured pro-environmental attributes, while others did not. The results confirm the positive impact of pro-environmental packaging elements on consumers’ purchase intentions and brand perception. “Eco-friendly” brands were perceived as high-quality and more appealing. In both product categories, the majority of respondents preferred brands incorporating pro-environmental elements on packaging. These findings highlight the potential benefits for brand owners of integrating sustainability-focused content into packaging, which can serve as a competitive advantage in the food market.

Suggested Citation

  • Dagna Siuda & Magdalena Grębosz-Krawczyk, 2025. "The Role of Pro-Ecological Packaging in Shaping Purchase Intentions and Brand Image in the Food Sector: An Experimental Study," Sustainability, MDPI, vol. 17(4), pages 1-19, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:4:p:1744-:d:1594779
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    1. Stefano Abbate & Piera Centobelli & Maria Di Gregorio, 2026. "Unpackaging the Determinants of Food Waste Reduction," Sustainable Development, John Wiley & Sons, Ltd., vol. 34(S2), pages 245-262, March.

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