Building brand emotional connections with eco-efficient packaging: Exploring the role of utilitarian, symbolic, and hedonic benefits

Growing environmental concerns have triggered the appearance of a growing number of eco-efficient goods. However, although there are several studies on consumer attitudes towards packaging design elements, research evaluating the effect of sustainable packaging on consumer decisions is relatively scarce. Therefore, the purpose of this research is to investigate how a brand’s implementation of eco-efficient packaging influences consumer behaviour. We examine how a brand’s strategic implementation of an eco-efficient packaging influences brand emotional attachment through consumer’s perceptions of utilitarian, symbolic, and hedonic benefits, and its ultimate effect on purchase intention. Partial least squares structural equation modelling was used to test the hypotheses. Based on a sample of 305 respondents, it was found that the utilitarian benefits perceived by consumers do not positively influence brand emotional attachment. On the contrary, results show the existence of a positive influence between the symbolic and hedonic benefits perceived by consumers and brand emotional attachment, as well as between brand emotional attachment and consumer purchase intention of products with eco-efficient packaging.