TY - JOUR

T1 - Shaping consumer perception

T2 - effects of vertical and horizontal packaging alignment

AU - Bettels, Jannick

AU - Haase, Janina

AU - Wiedmann, Klaus Peter

PY - 2020/3/23

Y1 - 2020/3/23

N2 - Purpose: Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of logistical advantages, rectangular packaging is frequently used for organic food products. However, the question arises whether packaging alignment may significantly influence consumers’ decision-making at the point of sale. Therefore, this paper aims to examine the effects of rectangular packaging alignment (vertical vs horizontal) on consumer perception in the context of organic food products. Design/methodology/approach: On the basis of the empirical results of a pilot study, a between-subjects online experiment with a sample size of 699 participants and two conditions (vertical vs horizontal packaging alignment) was performed. Analyses of covariance and PROCESS mediation analysis were used for data analysis. Findings: The results of two empirical studies confirm the relevance of differences in consumers’ horizontal and vertical information processing for the research context of organic food and provide evidence for the assumed relevance of packaging alignment by ultimately showing a change in packaging alignment affects consumers’ willingness to pay. Importantly, this effect is mediated by utilitarian value perception. Originality/value: This paper importantly contributes to research on packaging design of organic food products. Specifically, the relevance of an efficient utilitarian value perception for the consumer’s willingness to pay is highlighted in this context. Potential implications of these results for companies, consumers and public health are discussed.

AB - Purpose: Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of logistical advantages, rectangular packaging is frequently used for organic food products. However, the question arises whether packaging alignment may significantly influence consumers’ decision-making at the point of sale. Therefore, this paper aims to examine the effects of rectangular packaging alignment (vertical vs horizontal) on consumer perception in the context of organic food products. Design/methodology/approach: On the basis of the empirical results of a pilot study, a between-subjects online experiment with a sample size of 699 participants and two conditions (vertical vs horizontal packaging alignment) was performed. Analyses of covariance and PROCESS mediation analysis were used for data analysis. Findings: The results of two empirical studies confirm the relevance of differences in consumers’ horizontal and vertical information processing for the research context of organic food and provide evidence for the assumed relevance of packaging alignment by ultimately showing a change in packaging alignment affects consumers’ willingness to pay. Importantly, this effect is mediated by utilitarian value perception. Originality/value: This paper importantly contributes to research on packaging design of organic food products. Specifically, the relevance of an efficient utilitarian value perception for the consumer’s willingness to pay is highlighted in this context. Potential implications of these results for companies, consumers and public health are discussed.

KW - Consumer perception

KW - Information processing

KW - Organic food

KW - Packaging alignment

KW - Utilitarian value

KW - Willingness to pay

UR - http://www.scopus.com/inward/record.url?scp=85082178032&partnerID=8YFLogxK

U2 - 10.1108/JCM-05-2019-3231

DO - 10.1108/JCM-05-2019-3231

M3 - Article

AN - SCOPUS:85082178032

VL - 37

SP - 423

EP - 431

JO - Journal of Consumer Marketing

JF - Journal of Consumer Marketing

SN - 0736-3761

IS - 4

ER -