Analysis of packaging design options for brand organic associations

Abstract

Purpose – This paper aims to determine which packaging design element plays an important role in helping consumers create brand organic associations. The finding will result in helping both consumers and brands to understand each other intentions through clear communication by designing an effective packaging design. This research seeks to understand reality better to convince consumers to trust in the brand’s organic intentions. Will the approach through packaging design, is an effective method in the 2020s decade, especially after a significant amount of shameful environmental acts from brands?Design/methodology/approach – A qualitative semi-structured interview questions guide is conducted to measure three independent variables and one dependent variable: the three packaging elements (color, imagery, and material) and the interviewees’ brand organic associations. Besides, socio-demographic data were also collected about the study participants.Findings – the framework presented contributes to the environmental consumerism literature by framing the relationship between brands and consumers, specifically focus on consumers’ perception towards brands’ organic associations and how to improve it. Packaging design is the ideal approach for gaining awareness and initiating brands’ associations from consumers, but not the only approach that can be used. The study results reveal that packaging design elements affect altering consumers’ associations toward the brand’s green product, particularly the organic imagery is the most influential factor. The apparent position to put the third-party organic confirmation label is also essential. It helps consumers trust the brand the most, though not much differentiation from other competitors’ products.Practical implications - The results of the study offer several managerial implications. First, brand managers can apply an effective strategy of improving brand organic associations through packaging design, saving time and effort of spending on other methods such as advertisements or excessive promotion. Second, it is the first step for marketers to understand in-depth consumer behaviors toward packaging design in trusting brand organic intentions, helping close the green gap. Finally, successfully convincing consumers to have positive brand organic associations will benefit the brands financially, improve green purchasing and remove the green skepticism mindset. Originality/value – the research draws on both green behaviors in reality and how brands try to present themselves as organic, helping marketers or brand managers deeply understand consumer behavior and brand management. Keywords Brand association, Packaging design, Consumer behavior, Environmental behavior, Organic product