IDEAS home Printed from https://ideas.repec.org/p/ipg/wpaper/2019-006.html
   My bibliography  Save this paper

When Is Transparent Packaging Beneficial?

Author

Listed:
  • Ouidade Sabri
  • Van Doan Hai
  • Faten Malek
  • Hager Bachouche

Abstract

Purpose: The purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category. Design: Two separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs. transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs. transparent)*2 (PQR: low vs. high) between subjects design was used. Findings: The moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR. Practical implications: The results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager?s main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR. Originality/Value: This paper contributes to packaging, cue utilization and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

Suggested Citation

  • Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.
    • Handle: RePEc:ipg:wpaper:2019-006
    as

    Download full text from publisher

    File URL: https://faculty-research.ipag.edu/wp-content/uploads/recherche/WP/IPAG_WP_2019_006.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    2. Mai, Robert & Symmank, Claudia & Seeberg-Elverfeldt, Berenike, 2016. "Light and Pale Colors in Food Packaging: When Does This Package Cue Signal Superior Healthiness or Inferior Tastiness?," Journal of Retailing, Elsevier, vol. 92(4), pages 426-444.
    3. Arnaud Bigoin-Gagnan & S. Lacoste-Badie, 2018. "Symmetry influences packaging aesthetic evaluation and purchase intention," Post-Print halshs-02531994, HAL.
    4. Arnaud Bigoin-Gagnan & Sophie Lacoste-Badie, 2018. "Symmetry influences packaging aesthetic evaluation and purchase intention," Post-Print halshs-01940835, HAL.
    5. Dowling, Grahame R & Staelin, Richard, 1994. "A Model of Perceived Risk and Intended Risk-Handling Activity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 119-134, June.
    6. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    7. Mimouni Chaabane, Aîda & Sabri, Ouidade & Parguel, Béatrice, 2010. "Competitive advertising within store flyers: A win–win strategy?," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 478-486.
    8. Manon Favier & Franck Celhay & Gaëlle Pantin-Sohier, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Post-Print hal-01963218, HAL.
    9. Lee, Sean & Sung, Billy & Phau, Ian & Lim, Aaron, 2019. "Communicating authenticity in packaging of Korean cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 202-214.
    10. repec:dau:papers:123456789/7710 is not listed on IDEAS
    11. Thomas Rompay & Marieke Fransen & Bianca Borgelink, 2014. "Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation," Marketing Letters, Springer, vol. 25(4), pages 397-407, December.
    12. Derbaix, C., 1983. "Perceived risk and risk relievers: An empirical investigation," Journal of Economic Psychology, Elsevier, vol. 3(1), pages 19-38.
    13. John E. Ettlie & William P. Bridges & Robert D. O'Keefe, 1984. "Organization Strategy and Structural Differences for Radical Versus Incremental Innovation," Management Science, INFORMS, vol. 30(6), pages 682-695, June.
    14. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    15. van Esch, Patrick & Heller, Jonas & Northey, Gavin, 2019. "The effects of inner packaging color on the desirability of food," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 94-102.
    16. Jan Folkmann Wright, 2019. "Decision-making in Risk Management," Chapters, in: Ali G. Hessami (ed.), Perspectives on Risk, Assessment and Management Paradigms, IntechOpen.
    17. F. Thomas Juster, 1966. "Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design," NBER Books, National Bureau of Economic Research, Inc, number just66-2, February.
    18. Wansink, Brian & van Ittersum, Koert, 2003. "Bottoms Up! The Influence of Elongation on Pouring and Consumption Volume," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 455-463, December.
    19. Lydia Zepeda & Robin Douthitt & So‐Ye You, 2003. "Consumer Risk Perceptions Toward Agricultural Biotechnology, Self‐Protection, and Food Demand: The Case of Milk in the United States," Risk Analysis, John Wiley & Sons, vol. 23(5), pages 973-984, October.
    20. Esmark Jones, Carol L. & Barney, Christian & Farmer, Adam, 2018. "Appreciating Anonymity: An Exploration of Embarrassing Products and the Power of Blending In," Journal of Retailing, Elsevier, vol. 94(2), pages 186-202.
    21. Andrzej Falkowski & Justyna Olszewska & Joanna Ulatowska, 2015. "Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases," Marketing Letters, Springer, vol. 26(4), pages 461-471, December.
    22. Theotokis, Aristeidis & Pramatari, Katerina & Tsiros, Michael, 2012. "Effects of Expiration Date-Based Pricing on Brand Image Perceptions," Journal of Retailing, Elsevier, vol. 88(1), pages 72-87.
    23. Birch, Dawn & Memery, Juliet & De Silva Kanakaratne, Maheshan, 2018. "The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 221-228.
    24. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.
    25. Machiels, Casparus J.A. & Orth, Ulrich R., 2017. "Verticality in product labels and shelves as a metaphorical cue to quality," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 195-203.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Ma, Jianan & Li, Fangxuan (Sam), 2023. "Does ‘chicken soup for the soul’ on the product packaging work? The mediating role of perceived warmth and self-brand connection," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Kevin L. Sample & Henrik Hagtvedt & S. Adam Brasel, 2020. "Components of visual perception in marketing contexts: a conceptual framework and review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 405-421, May.
    4. Orlowski, Marissa & Lefebvre, Sarah & Back, Robin M., 2022. "Thinking outside the bottle: Effects of alternative wine packaging," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    5. Sung, Billy & Crawford, Robert & Teah, Min & Stankovic, Michelle & Phau, Ian, 2020. "The “timber box†effect for premium wines," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Eva Marckhgott & Bernadette Kamleitner, 2019. "Matte matters: when matte packaging increases perceptions of food naturalness," Marketing Letters, Springer, vol. 30(2), pages 167-178, June.
    7. Togawa, Taku & Park, Jaewoo & Ishii, Hiroaki & Deng, Xiaoyan, 2019. "A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions," Journal of Retailing, Elsevier, vol. 95(4), pages 204-218.
    8. Huda Khan & Richard Lee, 2020. "A sociolinguistic perspective of the effects of packaging in bilingual markets," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 130-142, March.
    9. Dopico-Parada, Ana & López-Miguens, María Jesús & à lvarez-González, Paula, 2021. "Building value with packaging: Development and validation of a measurement scale," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Jaud, David A. & Melnyk, Valentyna, 2020. "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    11. Berg, Hanna & Lindström, Annika, 2021. "Online product size perceptions: Examining liquid volume size perceptions based on online product pictures," Journal of Business Research, Elsevier, vol. 122(C), pages 192-203.
    12. Woo, Hongjoo & Chung, Angie & Richey, Robert Glenn & Hopkins, Christopher & Lee, Kangbok, 2022. "Product-flyer location and type of product categories in retailing," Journal of Business Research, Elsevier, vol. 138(C), pages 146-160.
    13. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    14. Sutrisno Trisno & I Ketut Gunarta & Erwin Widodo, 2024. "Packaging optimization model using cost-based behavioral perspective approach in food and beverage industry," Eastern-European Journal of Enterprise Technologies, PC TECHNOLOGY CENTER, vol. 5(13 (131)), pages 97-111, October.
    15. Pleyers, Gordy, 2021. "Shape congruence in product design: Impacts on automatically activated attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    16. Roose, Gudrun & Vermeir, Iris, 2023. "Putting spatial product presentation cues on the map: Review and research directions," Journal of Business Research, Elsevier, vol. 155(PA).
    17. Ketron, Seth & Spears, Nancy, 2021. "Sound-symbolic signaling of online retailer sizes: The moderating effect of shopping goals," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Martinez, Luisa M. & Rando, Belén & Agante, Luisa & Abreu, Ana Maria, 2021. "True colors: Consumers’ packaging choices depend on the color of retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    20. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J., 2016. "Understanding the impact of store flyers on purchase behaviour: An empirical analysis in the context of Spanish households," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 263-273.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ipg:wpaper:2019-006. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ingmar Schumacher (email available below). General contact details of provider: https://edirc.repec.org/data/ipagpfr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.