The role of green brand image in explaining European consumers’ reactions to different types of sustainable packaging

Consumers are increasingly interested in sustainable packaging, but it is still unclear which type of packaging they prefer and why. This paper examines the effects of biodegradable, reusable, and recyclable packaging through green brand image on consumers’ purchase intentions, and their willingness to pay. We additionally examine the moderating role of perceived package handling effort. Our online survey among 1150 French, German, and Swiss consumers shows that consumers are more willing to purchase and pay for products with eco-friendly packaging, particularly biodegradable. Green brand image mediates the effect of sustainable packaging on purchase intentions and willingness to pay, and a higher perceived effort of handling sustainable packaging enhances this effect. • We analyze consumer reactions to sustainable packaging for dry and liquid products. • We compare biodegradable, recyclable, and reusable packaging. • We consider the reactions of French, German, and Swiss consumers. • We find that green brand image mediates the effect of sustainable packaging.