Open AccessThe impact of reusable tableware packaging combined with environmental propaganda on consumer behaviour in online retail
Author(s) -
Chao Gu,
Jiangjie Chen,
Wei Wei,
Jie Sun,
Chun Yang,
Liao Jiang,
Jingyue Hu,
Baiwan Lv,
ShuYuan Lin,
Qianling Jiang
Publication year - 2022
Publication title -
plos one
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.99
H-Index - 332
ISSN - 1932-6203
DOI - 10.1371/journal.pone.0264562
Subject(s) - continuance , business , marketing , advertising , food packaging , loyalty , brand loyalty , commerce , food science , psychology , chemistry , social psychology
With the development of the takeaway industry, the demand for disposable cutlery is increasing, posing a heavy burden on the environment. Helping reusable tableware increase market share is important because it helps preserve the natural environment while making commercial gains. Given the additional cost to consumers of using reusable tableware in many settings, this article examines the impact of incorporating environmental propaganda into packaging design on consumer behaviour. The results show that the new packaging with high environmental propaganda satisfaction improves consumers’ brand loyalty, purchase intention and continuance intention. The packaging of low environmental propaganda satisfaction may have negative effects and should be used with caution.