Communicating returnable packaging via ease of use labeling

Abstract

ABSTRACT Product labeling strategies are integral to effectively communicating returnable packaging campaigns to consumers. As sustainability initiatives have grown in importance, retailers have become more sensitive to the issues of excess packaging waste. This research presents two experimental studies. Study 1 demonstrates that messages pertaining to ease of use for consumers to return products were more effective than other alternatives, such as rewards, social modelling, and control. Study 2 shows that ease of use messages were more effective than justification-based messages when individuals were primed to be more self-enhancing, but not when they were primed to be more self-transcendent. Overall, this research shows that targeting self-enhancing values via ease of use messaging improves the likelihood of intended consumer participation in returnable packaging programs.