PERCEIVED TRANSPARENCY AND SUSTAINABLE UNBOXING EXPERIENCES AS DRIVERS OF BRAND AUTHENTICITY IN EMERGING MARKETS

Abstract

Sustainable packaging has become a key factor in consumer decision-making in the emerging markets, but how packing design can be involved in buying premium is less researched. The research question is how Perceived Packaging Transparency (PPT) and the Unboxing Sustainability Experience (USE) affect Willingness to Pay a Premium (WTPP) of consumers and Perceived Brand Authenticity (PBA) performs as a mediating variable. The parameters were gathered using a structured questionnaire of 150 Pakistani consumer who represent an environment where the level of sustainability is increasing but consumers are very price sensitive. With the help of the mediation analysis results, it is shown that PPT and USE positively contribute to PBA, and this variable positively predicts WTPP. The findings are that clear communication of eco-attributes and immersive sustainable unboxing experiences reinforce perceptions of authenticity, which justifies greater acceptance of higher prices. This research is relevant to the literature because it combines the concepts of consumer psychology and sustainable marketing and emphasizes authenticity as the key mechanism connecting the cue of packaging and high premium prices. Practical implications include the fact that the firms in developing economies should leverage the minimization of environmental impact by designing packaging that conveys the impression of credibility and memorable consumer experiences. In such a way, brands would be able to build trust, differentiate themselves in competitive markets, and get value by enabling premium pricing strategies.

Keywords:  Sustainable Packaging, Perceived Packaging Transparency (PPT), Unboxing Sustainability Experience (USE), Perceived Brand Authenticity (PBA), Willingness to Pay a Premium (WTPP).