Matte Is the New Green: the Influence of Matte Packaging on the Perceived Greenness of Products

Eva Marckhgott, WU Vienna, Austria
Bernadette Kamleitner, WU Vienna, Austria
In two studies we show that products in matte packages are perceived to be greener than products in glossy packages and that this cue is particularly strong in competitive presentation settings. Our findings draw attention to the importance of packaging surface and may inform packaging design.
[ to cite ]:
Eva Marckhgott and Bernadette Kamleitner (2016) ,"Matte Is the New Green: the Influence of Matte Packaging on the Perceived Greenness of Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 748-748.