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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 748-748.


Eva Marckhgott, WU Vienna, Austria
Bernadette Kamleitner, WU Vienna, Austria


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More


How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More


A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.