Consumers have become much more attentive and demanding about corporate social responsibility (CSR), and companies are now gradually becoming aware that receiving consumer favor could depend on conducting business in a sustainable manner. Moreover, in order to gain returns from their CSR investments, such as company reputation, customer loyalty and customer–company identification, firms must also provide effective communication of their CSR efforts to the consumers. This study explores the potential of packaging color for conveying CSR to consumers, focusing in particular on consumer packaged goods. For this purpose, a quantitative study was conducted on a representative sample of consumers (n = 2000) in the form of a structured questionnaire, administered using face-to-face interviews. Three different stimuli were created through fictitious images of a nonexistent brand product. Only the color of the packaging varied, while all the other graphic elements were left unchanged. The results show that, despite the prevailing association of green with the concepts of sustainability and CSR, it is not the most suitable color to clearly and credibly convey a CSR message to consumers. Thus, it is important to examine whether different colors could serve better to improve the clarity and credibility of CSR claims.
Barchiesi, M.a., Castellan, S., & Costa, R. (2018). In the eye of the beholder: Communicating CSR through color in packaging design. JOURNAL OF MARKETING COMMUNICATIONS, 24(7), 720-733.
|Tipologia:||Articolo su rivista|
|Citazione:||Barchiesi, M.a., Castellan, S., & Costa, R. (2018). In the eye of the beholder: Communicating CSR through color in packaging design. JOURNAL OF MARKETING COMMUNICATIONS, 24(7), 720-733.|
|IF:||Senza Impact Factor ISI|
|Settore Scientifico Disciplinare:||Settore ING-IND/35 - Ingegneria Economico-Gestionale|
|Revisione (peer review):||Esperti anonimi|
|Digital Object Identifier (DOI):||http://dx.doi.org/10.1080/13527266.2016.1224771|
|Stato di pubblicazione:||Pubblicato|
|Data di pubblicazione:||2018|
|Titolo:||In the eye of the beholder: Communicating CSR through color in packaging design|
|Autori:||Barchiesi, Ma; Castellan, S; Costa, R|
|Appare nelle tipologie:||01 - Articolo su rivista|
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