Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers

Abstract

The steadily increasing amount of waste requires new strategies for package waste reduction. One strategy is to switch from single-use plastic packaging to glass packaging; however, this strategy is only beneficial from an environmental perspective when complemented with a multi-use deposit refund system with standardized glass containers. This implies the loss of package shape as a differentiation criterion, which has been considered a highly relevant marketing instrument in the fast-moving consumer goods markets. Against this background, the current research investigates in an online experiment the suitability of anthropomorphized label designs on prompting purchase intentions in the context of reusable glass jars. The study further investigates the mediating roles of brand attitude and brand interest. Contrary to the postulated hypotheses, anthropomorphized labels negatively impact brand attitude, and the sequential mediation of anthropomorphism on brand interest and brand attitude on purchase intention was significant. Our findings reveal that anthropomorphized labels stimulate brand interest, which in turn positively affects purchase intention. The results emphasize the relevance of brand interest in package design and guides manufacturers, brand managers, and policymakers to effective differentiation strategies for standardized multi-use packages.

The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

“…Many start-up companies, responding to the lifestyle changes caused by the pandemic, have redesigned and launched their services-for example, providing reusable containers-and cooperate with multiple business chains to simultaneously respond to the current living situation as well as meet the requirements of environmental protection. Additionally, countries worldwide are committed to reducing single-use plastic (SUP) packaging use to construct a circular economy [1]. However, most previous studies have focused on food or delivering packages [2][3][4][5] neglecting the daily supplies.…”