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Premium goes green How certification and design complexity of a packaging influence the perception of “green” premium apparel products

Potthoff, Jana (2020) Premium goes green How certification and design complexity of a packaging influence the perception of “green” premium apparel products.

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Abstract:While a rising number of fashion brands incorporate sustainability, premium labels lag behind. This study focuses on two packaging characteristics, on the example of organic cotton socks. The study was conducted in collaboration with the German legwear brand Elbeo to accompany the implementation of a “green” premium product and to link findings of previous studies. This thesis aimed to investigate two packaging design elements for their influence on values, premium and “green” evaluation, and credibility in relation to environmental concern. After a pre-study, two main studies were conducted. First a third-party and an internal certificate were compared, second a complex design was compared to a minimalistic design. People with high environmental concern rated the products better in several aspects. The certificates had an influence on self-serving motives in relation to environmental concern. Participants with high environmental concern rated the internal certificate better, while the perception of the third-party certificate did not depend on environmental concern. The findings highlight the importance of investigating the target group for its characteristics. The perception of an introduction of “green” products in premium brands and certificates is influenced by customers’ attitude. This stresses a careful consideration of the surrounding circumstances.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/81621
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