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http://dx.doi.org/10.14695/KJSOS.2022.25.4.53

The Effect of Package Gloss on Purchase Intention: Mediating Role of Perceived Corporate Eco-friendliness and Perceived Quality  

Hye Bin Rim (광운대학교 산업심리학과)
Ga Hyeon Lim (광운대학교 산업심리학과)
Eun Yeong Doh (광운대학교 산업심리학과)
So-Dam Jang (광운대학교 산업심리학과)
Byung-Kwan Lee (광운대학교 산업심리학과)
Publication Information
Science of Emotion and Sensibility / v.25, no.4, 2022 , pp. 53-62 More about this Journal
Abstract
This study was conducted to investigate the effects of the gloss of a product's packaging on purchase intention and the mediating role of perceived corporate eco-friendliness and perceived quality in food area. The participants were randomly assigned to product package condition (glossy vs. matte) and after observing ketchup and potato chips, they responded to questions on about perceived corporate eco-friendliness, perceived quality, and purchase intention. The participants reported their opinion that companies that manufactured matte package products would likely use more organic ingredients and would be more eco-friendly than companies that manufactured glossy package products. The more the participants perceived a company to be eco-friendly, the better they evaluated the company's product quality and the higher their purchase intention. This study has theoretical and practical implications, in that it extends the study of the product package in relation to its effect on corporate image, and it proposes a practical use of matte product package for improving the eco-friendly image of the company. Limitations and further research were also discussed.
Keywords
Food Packaging; Glossy Surface; Perceived Corporate Eco-friendliness; Perceived Quality; Purchase Intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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