IDENTITY BRANDING The Effect of Packaging Design for Eco-Conscious - PowerPoint PPT Presentation

IDENTITY BRANDING The Effect of Packaging Design for Eco-Conscious Cleaning Products on Consumer Self-Expression and Brand Identity Tate Ragland

the premise.

Buyers adopt products, not just as consumer choices, but as conscious expressions of their identities. -Rob Walker (2008)

Buyers adopt products and brands , not just as consumer choices, but as conscious and unconscious expressions of their identities.

FRAMEWORK PRODUCTION OF IDENTITY position execute track (Aaker, 1996) BRAND IDENTITY physical value propositions cognitive performing image PACKAGE DESIGN displaying organizational emotional associations creating social CONSUMER IDENTITY (Saren, 2007) incorporate appropriate consume

SIGNIFICANCE • greater need for understanding consumers • consumers’ decisions increasingly complicated • brands face increasing competition RECENT GROWTH 32% organic eco-friendly meat eco-friendly household fibers and cleaners eco-friendly organic apparel personal care (Meyers, 2008) supplements items

the questions.

How do packages reflect How do packages intangible attributes of communicate intangible consumer identity? attributes of brand identity to consumers? What consumer and brand profiles can be developed from this investigation? What are the roles of brand and consumer Which physical elements of value propositions in the production of a packaging have the most visual language to communicate identity? impact on brand and consumer identity?

the brands.

GREEN WORKS ™ ■ Established in 2008 ■ Subsidiary brand of Clorox BRAND STATEMENT: We learned there was a great deal of interest in natural cleaning products but that there were four big issues in the way: 1 When people tried natural cleaners, they were often disappointed – they found natural cleaners didn’t work as well as conventional cleaners; 2 Worse, natural cleaners were expensive, sometimes with a price premium of 100 percent compared to regular cleaners; 3 On top of that, natural cleaners were hard find, available mostly in specialty stores or perhaps online; 4 And people weren’t sure about all of the new brands they were seeing. Could they trust them?

METHOD ™ ■ Established in 2000 ■ Efficacy, Safety, Environment, Design, Fragrance BRAND STATEMENT: At Method, we call ourselves “people against dirty.” Method isn’t only about cleaning up your home or your body; it’s about cleaning up the way we clean. things we’re for: things we’re against: * cleans on contact * kills on contact * derived from plants * derived from chemical plants * biodegradable * biohazard * fresh lavender * fake pine * bare hands * rubber gloves * recyclable packaging * reckless packaging * pro-clean * anti-bacterial

SEVENTH GENERATION ™ ■ Established in 1989 ■ Self-described “socially responsible” company BRAND STATEMENT: Seventh Generation is committed to becoming the world’s most trusted brand of authentic, safe, and environmentally-responsible products for a healthy home. For 20 years, the closely held Burlington, Vermont-based company has been at the forefront of a cultural change in consumer behavior and business ethics. Seventh Generation is a business that operates according to a new and different set of principles and values that in many ways are a marked departure from those long considered “traditional.”

the methods.

ONLINE QUESTIONNAIRE (Robson, 2002; O'Leary, 2004)

55 PARTICIPANTS ■ questionnaire administered METHOD on www.SurveyMonkey.com 20 SEVENTH ■ participants solicited from GENERATION online postings on each brand’s website 16 ■ respondents were familiar with GREEN the brands and their packaging WORKS ■ data collected over two weeks in late January 2009 19

GreenWorks GreenWorks GreenWorks GreenWorks o n P r a c t i c e s : a l C o n s u m p t i 1 . G e n e r 36 QUESTIONS Thank you for agreeing to participate in this study. This questionnaire is divided into 4 pages -- general consumption practices, package - specific n q u e s t i o n s . d - specific questions, and self - e x p r e s s o i t i o n s , b r a n q u e s 1. How often do you shop for household cleaning products? Yearly * Quarterly Bi - Weekly M o n t h y l Weekly Daily • • • • • • Frequency 2. Where (what specific stores, websites, etc.) do you typically shop for these products? G G G G r r r r e e e e e e e e n n n n * W W W W o o o o r r r r k k k k s s s s 1 2 3 3. What brand(s) of household cleaning supplies do you typically purchase? Why? * ■ consumption practices 4. Do you participate in any activities that you consider to be socially responsible? If so, what are * they? (i.e. recycling, volunteering, etc.) 5. Would you say that the cleaning products you purchase are a reflection of you and your values * ■ package design or are they simply a means to an end? are a means to an end r e s e n t m e r e p • • c t s : M y P r o d u 6. How would you rate your interest in sustainable or "eco - conscious" products and practices in * general? s t I n t e r e s t e d 4 5 M o 1 Least 3 2 Interested • • • • Level of Interest • 7. When shopping for household cleaning products, which factors do your actively consider when 28. What do you think the products that you currently purchase say about your o o o o r r r r k k k k s s s s ■ brand perceptions e e e e e e e e n n n n W W W W G G G G r r r r * deciding what to purchase? * personality/values/lifestyle? Brand • • Price F u n c t i o n a l i t y • 29. What would you like them to say? Past Experience With the Product • * Package Design • 30. Do you get satisfaction from purchasing brands that have values similar to your own? ■ consumer self-expression Product Familiarity • * P a g e 1 31. How much background research do you do about the products or brands that you buy? 32. When purchasing products, do you tend to rely on information presented by the brand itself or ■ demographics (optional) From Other Sources * on third - party reviews/information? e i t h e r N • • • • • From the Brand • • • • • 33. Would you prefer a brand with a strong aesthetic appeal or a brand that upholds values similar • • • • • : e o f I n f o S o u r c Similar Values * e i t h e r to your own? N Strong Aesthetic Appeal • • • • • • • • • • 34. What words would you use to describe your “Top 3” concerns when purchasing household P a g • • • • • e 3 Would you prefer: * cleaners? 1 2 35. What would you consider to be your “Top 3” concerns with the world today? 3 * 1 2 3 36. What do you think is your role in the sustainability movement? Page 6

PHOTO JOURNAL (Collier & Collier, 1986)