The effects of co-creation in sustainable packaging design on green brand image
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40227 |
Resumo: | Companies are often accused of greenwashing and thus refrained from communicating sustain able measures. This is often the case in packaging. However, packaging is an important mar keting tool that can assist brand image. This study looks at co-creation as a source of sustainable packaging communication that enhances green brand image. As co-creation lies in transparency between consumers and firms this study investigates co-created sustainable packaging as a suit able strategy to communicate sustainable packaging without the risk of being accused of green washing. This study uses experimental research with 140 participantsto test differencesin green brand perceptions of co-created and firm-created sustainable packaging. Contrary to the hy pothesized effects, results show that co-created sustainable packaging negatively influences green brand image. This relationship is fully mediated by green brand trust. Interestingly, the results show that this effect is not achieved by higher trust in the brand claim as co-created sustainable packaging shows lower brand trust when compared to firm-created packaging. Moreover, the study finds that green brand image is not mediated by green skepticism and au thenticity. The findings point to the downsides of communicating co-creation in sustainability as it lowers green brand trust and hence, green brand image. It is concluded by discussing the managerial and theoretical implications of the results. |
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The effects of co-creation in sustainable packaging design on green brand imageCo-creationGreen brand imageGreen brand trustGreen skepticismAuthenticityCo-criaçãoDomínio/Área Científica::Ciências Sociais::Economia e GestãoCompanies are often accused of greenwashing and thus refrained from communicating sustain able measures. This is often the case in packaging. However, packaging is an important mar keting tool that can assist brand image. This study looks at co-creation as a source of sustainable packaging communication that enhances green brand image. As co-creation lies in transparency between consumers and firms this study investigates co-created sustainable packaging as a suit able strategy to communicate sustainable packaging without the risk of being accused of green washing. This study uses experimental research with 140 participantsto test differencesin green brand perceptions of co-created and firm-created sustainable packaging. Contrary to the hy pothesized effects, results show that co-created sustainable packaging negatively influences green brand image. This relationship is fully mediated by green brand trust. Interestingly, the results show that this effect is not achieved by higher trust in the brand claim as co-created sustainable packaging shows lower brand trust when compared to firm-created packaging. Moreover, the study finds that green brand image is not mediated by green skepticism and au thenticity. The findings point to the downsides of communicating co-creation in sustainability as it lowers green brand trust and hence, green brand image. It is concluded by discussing the managerial and theoretical implications of the results.As empresas são frequentemente acusadas de greenwashing, pelo que se abstêm de comunicar medidas sustentáveis. Este é geralmente o caso das embalagens. Contudo, a embalagem é um importante instrumento de marketing que pode ajudar a imagem de marca. Este estudo consi dera a co-criação como uma fonte de comunicação de embalagem sustentável que melhora a imagem de marca verde. Como a co-criação reside na transparência entre consumidores e em presas, este estudo investiga a co-criação de embalagens sustentáveis como uma estratégia ade quada para comunicar embalagens sustentáveis sem o risco de ser acusada de greenwashing. Este estudo utiliza investigação experimental com 140 participantes para testar diferenças na percepção das marcas verdes de embalagens sustentáveis resultantes de co-criação e criadas por empresas. Ao contrário dos efeitos hipotéticos, os resultados mostram que as embalagens sus tentáveis co-criadas influenciam negativamente a imagem de marca verde. Esta relação é total mente mediada pela confiança da marca verde. Curiosamente, os resultados mostram que este efeito não é alcançado por uma maior confiança na reivindicação da marca uma vez que as embalagens sustentáveis co-criadas mostram uma menor confiança na marca quando compara das com as embalagens criadas por empresas. Além disso, o estudo conclui que a imagem de marca verde não é mediada pelo cepticismo verde e autenticidade. As conclusões apontam para as desvantagens de comunicar a co-criação em sustentabilidade, uma vez que reduz a confiança na marca verde e, consequentemente, a imagem de marca verde. Conclui-se discutindo as im plicações administrativas e teóricas dos resultados.Costa, Claudia Isabel de SousaVeritati - Repositório Institucional da Universidade Católica PortuguesaKunsmann, Vanessa2023-02-15T11:26:29Z2022-06-292022-062022-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40227TID:203133331enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:45:46Zoai:repositorio.ucp.pt:10400.14/40227Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:32:57.479608Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The effects of co-creation in sustainable packaging design on green brand image |
title |
The effects of co-creation in sustainable packaging design on green brand image |
spellingShingle |
The effects of co-creation in sustainable packaging design on green brand image Kunsmann, Vanessa Co-creation Green brand image Green brand trust Green skepticism Authenticity Co-criação Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The effects of co-creation in sustainable packaging design on green brand image |
title_full |
The effects of co-creation in sustainable packaging design on green brand image |
title_fullStr |
The effects of co-creation in sustainable packaging design on green brand image |
title_full_unstemmed |
The effects of co-creation in sustainable packaging design on green brand image |
title_sort |
The effects of co-creation in sustainable packaging design on green brand image |
author |
Kunsmann, Vanessa |
author_facet |
Kunsmann, Vanessa |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Claudia Isabel de Sousa Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Kunsmann, Vanessa |
dc.subject.por.fl_str_mv |
Co-creation Green brand image Green brand trust Green skepticism Authenticity Co-criação Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Co-creation Green brand image Green brand trust Green skepticism Authenticity Co-criação Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Companies are often accused of greenwashing and thus refrained from communicating sustain able measures. This is often the case in packaging. However, packaging is an important mar keting tool that can assist brand image. This study looks at co-creation as a source of sustainable packaging communication that enhances green brand image. As co-creation lies in transparency between consumers and firms this study investigates co-created sustainable packaging as a suit able strategy to communicate sustainable packaging without the risk of being accused of green washing. This study uses experimental research with 140 participantsto test differencesin green brand perceptions of co-created and firm-created sustainable packaging. Contrary to the hy pothesized effects, results show that co-created sustainable packaging negatively influences green brand image. This relationship is fully mediated by green brand trust. Interestingly, the results show that this effect is not achieved by higher trust in the brand claim as co-created sustainable packaging shows lower brand trust when compared to firm-created packaging. Moreover, the study finds that green brand image is not mediated by green skepticism and au thenticity. The findings point to the downsides of communicating co-creation in sustainability as it lowers green brand trust and hence, green brand image. It is concluded by discussing the managerial and theoretical implications of the results. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-29 2022-06 2022-06-29T00:00:00Z 2023-02-15T11:26:29Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/40227 TID:203133331 |
url |
http://hdl.handle.net/10400.14/40227 |
identifier_str_mv |
TID:203133331 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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