Simplicity Matters: Unraveling the Impact of Minimalist Packaging on Green Trust in Daily Consumer Goods

Yuechun Ding, Xing Meng and Cong Sun ()
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Yuechun Ding: Pan Tianshou College of Architecture, Art and Design, Ningbo University, Ningbo 315211, China
Xing Meng: School of Business, Ningbo University, Ningbo 315211, China
Cong Sun: Pan Tianshou College of Architecture, Art and Design, Ningbo University, Ningbo 315211, China

Sustainability, 2024, vol. 16, issue 12, 1-19

Abstract: This study delves into the complex dynamics of consumer attitudes toward sustainable products, particularly within the fast-moving consumer goods category, highlighting the significant correlation between elegant and minimalist design aesthetics and the establishment of green trust in sustainable product offerings. Interestingly, while visually complex packaging may capture visual attention, it does not generate higher levels of green trust compared to simpler alternatives within the same product category. The findings underscore the importance of simple packaging design in mitigating consumer skepticism toward manipulative intentions and enhancing trust in sustainable products. Furthermore, this research reveals that individuals with higher levels of expertise possess deeper insights in perceiving complexity as a potential form of manipulation, thereby exacerbating skepticism toward sustainable products. In summary, the research outcomes guide sustainable product packaging design, emphasizing alternative solutions to convoluted designs that may lead to confusion. The effectiveness of simple design expression in sustainable products is emphasized, fostering the transition toward sustainable business efficacy and long-term development.

Keywords: sustainable packaging; visual complexity; green trust; manipulation inference; expertise level (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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