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Using psychological distance in design to foster acceptance of sustainable innovations. / Magnier, Lise; Mugge, Ruth; Schoormans, Jan.

Proceedings of the 28th IAPRI Symposium on Packaging 2017. 2017. p. 1-9.

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Magnier, L, Mugge, R & Schoormans, J 2017, Using psychological distance in design to foster acceptance of sustainable innovations. in Proceedings of the 28th IAPRI Symposium on Packaging 2017. pp. 1-9, 28th IAPRI Symposium on Packaging 2017, Lausanne, Switzerland, 9/05/12.

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@inproceedings{5cf46f2a1ff3481184549b1373df1257,
title = "Using psychological distance in design to foster acceptance of sustainable innovations",
abstract = "Little is known about how to foster consumers’ acceptance of sustainable packaging innovations such as recycled packaging. Drawing from the construal level theory, we propose that presenting a sustainable solution for packaging as close to individuals will lead to a more concrete construal of the packaging environmental sustainability and in turn enhance individuals’ perceptions ofprosocial benefits. To test this, we used a between-subject experiment in which we compared spatial distances (i.e. the location where the plastic was reclaimed from) integrated in a package of dishwashing soap (no distance condition vs. close condition vs. far condition). One hundred and thirty participants were presented with one of the three packages and asked to rate the concreteness ofpackaging environmental sustainability as well as the prosocial benefits related to the packaging. Results showed that the environmental sustainability of the packaging in the close condition was perceived as more concrete than in the no distance and the far conditions. Moreover, the package made of plastic reclaimed from a close location evoked more prosocial benefits when no location was mentioned and when it was reclaimed from a far location. Finally, concreteness of packaging environmental sustainability mediated the relationship between the close distance integrated in the recycled package and the prosocial benefits. This paper contributes in two ways by investigating howpackage design can help to enhance the acceptance of more sustainable packaging and by applying the construal level theory to the field of packaging design.",
keywords = "packaging design, sustainability, psychological distance, closeness, acceptance",
author = "Lise Magnier and Ruth Mugge and Jan Schoormans",
year = "2017",
language = "English",
isbn = "978-2-8399-2120-6",
pages = "1--9",
booktitle = "Proceedings of the 28th IAPRI Symposium on Packaging 2017",

}

RIS

TY - GEN

T1 - Using psychological distance in design to foster acceptance of sustainable innovations

AU - Magnier, Lise

AU - Mugge, Ruth

AU - Schoormans, Jan

PY - 2017

Y1 - 2017

N2 - Little is known about how to foster consumers’ acceptance of sustainable packaging innovations such as recycled packaging. Drawing from the construal level theory, we propose that presenting a sustainable solution for packaging as close to individuals will lead to a more concrete construal of the packaging environmental sustainability and in turn enhance individuals’ perceptions ofprosocial benefits. To test this, we used a between-subject experiment in which we compared spatial distances (i.e. the location where the plastic was reclaimed from) integrated in a package of dishwashing soap (no distance condition vs. close condition vs. far condition). One hundred and thirty participants were presented with one of the three packages and asked to rate the concreteness ofpackaging environmental sustainability as well as the prosocial benefits related to the packaging. Results showed that the environmental sustainability of the packaging in the close condition was perceived as more concrete than in the no distance and the far conditions. Moreover, the package made of plastic reclaimed from a close location evoked more prosocial benefits when no location was mentioned and when it was reclaimed from a far location. Finally, concreteness of packaging environmental sustainability mediated the relationship between the close distance integrated in the recycled package and the prosocial benefits. This paper contributes in two ways by investigating howpackage design can help to enhance the acceptance of more sustainable packaging and by applying the construal level theory to the field of packaging design.

AB - Little is known about how to foster consumers’ acceptance of sustainable packaging innovations such as recycled packaging. Drawing from the construal level theory, we propose that presenting a sustainable solution for packaging as close to individuals will lead to a more concrete construal of the packaging environmental sustainability and in turn enhance individuals’ perceptions ofprosocial benefits. To test this, we used a between-subject experiment in which we compared spatial distances (i.e. the location where the plastic was reclaimed from) integrated in a package of dishwashing soap (no distance condition vs. close condition vs. far condition). One hundred and thirty participants were presented with one of the three packages and asked to rate the concreteness ofpackaging environmental sustainability as well as the prosocial benefits related to the packaging. Results showed that the environmental sustainability of the packaging in the close condition was perceived as more concrete than in the no distance and the far conditions. Moreover, the package made of plastic reclaimed from a close location evoked more prosocial benefits when no location was mentioned and when it was reclaimed from a far location. Finally, concreteness of packaging environmental sustainability mediated the relationship between the close distance integrated in the recycled package and the prosocial benefits. This paper contributes in two ways by investigating howpackage design can help to enhance the acceptance of more sustainable packaging and by applying the construal level theory to the field of packaging design.

KW - packaging design

KW - sustainability

KW - psychological distance

KW - closeness

KW - acceptance

M3 - Conference contribution

SN - 978-2-8399-2120-6

SP - 1

EP - 9

BT - Proceedings of the 28th IAPRI Symposium on Packaging 2017

ER -

ID: 33422595