Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments

Fuqiang Tan, Xi Li, Reeti Agarwal, Yatish Joshi and Muhammad Zafar Yaqub

Journal of Retailing and Consumer Services, 2024, vol. 79, issue C

Abstract: The language on green product packaging shapes consumers' shopping experiences and purchase intentions. This study aims to explore the effects of multilingual packaging on consumers' intention to purchase green products through a series of four experiments with data collected using the survey method. Experimental findings reveal that consumers' familiarity with the language used on green product packaging positively influences their likelihood of purchasing such products. This relationship is strengthened in the presence of higher social crowding. Furthermore, the study uncovers that including bilingual or trilingual packaging enhances consumers' propensity to purchase green products. This research demonstrates the positive impact of multilingual packaging on sales of green products, attracting a more extensive consumer base and increasing consumers' purchase intention for environmentally friendly products. Additionally, the study identifies the role of different levels of social crowding in the relationship between consumer language familiarity and their intention to purchase green products. Besides significantly contributing to the scholarly discourse, it provides practical implications for companies and brands in designing future effective green product packaging language. These findings contribute to promoting green products, offering valuable suggestions to assist companies in better designing and packaging their products to attract a broader consumer base and, thus, increase their market share.

Keywords: Language familiarity; Multilingual packaging; Green products; Social crowding (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001747

DOI: 10.1016/j.jretconser.2024.103878

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