When is transparent packaging beneficial?. Issue 8 (12th May 2020)

• Record Type: Journal Article
• Authors: Sabri, Ouidade; Doan, Hai Van; Malek, Faten; Bachouche, Hager
• Is Part Of: International journal of retail & distribution management. Volume 48:Issue 8(2020)
• Page Start: 781
• Page End: 801
• Publication Date: 2020-05-12
• Subjects: Transparent packaging -- Product quality risk -- Product evaluations -- Perishable goods; Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-03-2019-0097
• Languages: English
• ISSNs: 0959-0552

Abstract

Abstract : Purpose: The purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category. Design/methodology/approach: Two separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used. Findings: The moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR. Practical implications: The results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR. Originality/value: This paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.