ABSTRACT

Product labeling strategies are integral to effectively communicating returnable packaging campaigns to consumers. As sustainability initiatives have grown in importance, retailers have become more sensitive to the issues of excess packaging waste. This research presents two experimental studies. Study 1 demonstrates that messages pertaining to ease of use for consumers to return products were more effective than other alternatives, such as rewards, social modelling, and control. Study 2 shows that ease of use messages were more effective than justification-based messages when individuals were primed to be more self-enhancing, but not when they were primed to be more self-transcendent. Overall, this research shows that targeting self-enhancing values via ease of use messaging improves the likelihood of intended consumer participation in returnable packaging programs.

摘要

产品标签策略是有效地向消费者传达可回收包装活动不可或缺的一部分。随着可持续性举措变得越来越重要，零售商对过量包装废物的问题变得更加敏感。这项研究提出了两项​​实验研究。研究 1 表明，有关消费者退货产品的易用性的信息比其他替代方案（例如奖励、社交建模和控制）更有效。研究 2 表明，当个人准备更加自我提升时，易用性信息比基于理由的信息更有效，但当他们准备更加自我超越时则不然。全面的，