Effect of green colored packaging and natural name on consumer's believability and purchase intention of organic products

Abstract

With growing traction towards the usage of organic products, consumers now a days need cues to direct and guide their purchase decision making process. This also applies to the context of manufacturing companies in a manner that how effectively they can communicate about the organic-ness of the product to the consumers. There are many attributes of packaging that can influence the consumer’s perception of an organic product. In this paper we have studied two such attributes namely colour of the packaging and name of the product. For our analysis we chose the category organic shampoos. We propose that, usage of green colour for packaging enhances the consumers perception that the product is organic. Similarly, a natural name for the product reinforces the consumers perception of the product being organic. We have also provided the managerial implication for the same.