When Is Transparent Packaging Beneficial?

Ouidade Sabri, Hai Van Doan, Faten Malek and Hager Bachouche

No 2019-006, Working Papers from Department of Research, Ipag Business School

Abstract: Purpose: The purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category. Design: Two separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs. transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs. transparent)*2 (PQR: low vs. high) between subjects design was used. Findings: The moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR. Practical implications: The results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager?s main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR. Originality/Value: This paper contributes to packaging, cue utilization and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

Keywords: transparent packaging; product quality risk; product evaluations; perishable goods. (search for similar items in EconPapers)
Pages: 26 pages
Date: 2019-01-01
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