Consumentenevaluaties van ecologische verpakkingen – rationale en emotionele benaderingen

Researchers at Swansea University (UK) studied consumers' emotional and rational evaluations of pro-environmental packaging. They found that purchase intention was significantly influenced by general environmental concern, but not by rational evaluations of benefits. Both positive and negative emotions had significant direct effects on purchase intention.
This research contributes to evidence that emotions rather than rational evaluations are key drivers for changing pro-environmental purchase behavior and adds new knowledge about the role of negative emotions evoked by pro-environmental packaging. An article about the research is published in the Journal of Environmental Psychology.
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