Can Packaging Color Influence Consumers’ Willingness to Pay? Evidences of the Au Naturel-Colored Packaging Effect

This paper introduces the concept of Au Naturel Color and investigates the relationship between packaging color and consumers’ willingness to pay. The results show that au naturel-colored packaging increases consumers’ willingness to pay through an emotion-based mechanism and that product category and cognitive load moderate this relationship.



Citation:

Veronica Marozzo, Maria Antonietta Raimondo, and Gaetano Miceli (2017) ,"Can Packaging Color Influence Consumers’ Willingness to Pay? Evidences of the Au Naturel-Colored Packaging Effect", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1011-1011.

Authors

Veronica Marozzo, University of Calabria, Italy
Maria Antonietta Raimondo, University of Calabria, Italy
Gaetano Miceli, University of Calabria, Italy



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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