Consumers' evaluations of ecological packaging – rational and emotional approaches

13 January 2014

Researchers at Swansea University (UK) studied consumers' emotional and rational evaluations of pro-environmental packaging. They found that purchase intention was significantly influenced by general environmental concern, but not by rational evaluations of benefits. Both positive and negative emotions had significant direct effects on purchase intention.
This research contributes to evidence that emotions rather than rational evaluations are key drivers for changing pro-environmental purchase behavior and adds new knowledge about the role of negative emotions evoked by pro-environmental packaging. An article about the research is published in the Journal of Environmental Psychology.
Click here for an abstract of the article.

This news item is also included in our monthly overview, the NVC Members-only Update. If you have any questions, please contact us:, +31-(0)182-512411.