Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers

Marion Garaus, Christian Garaus, Elisabeth Wolfsteiner and Charlotte Jermendy
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Marion Garaus: Department of International Management, Modul University Vienna, Am Kahlenberg 1, 1190 Vienna, Austria
Christian Garaus: Institute of Marketing and Innovation, Department of Economics and Social Sciences, University of Natural Resources and Life Sciences, Vienna, Feistmantelstraße 4, 1180 Vienna, Austria
Elisabeth Wolfsteiner: Institute of Marketing, University of Applied Sciences Wiener Neustadt, Zeiselgraben 4, 3250 Wieselburg, Austria
Charlotte Jermendy: Department of International Management, Modul University Vienna, Am Kahlenberg 1, 1190 Vienna, Austria

Sustainability, 2022, vol. 14, issue 15, 1-17

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.

Keywords: waste reduction; deposit-refund systems; package design (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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