The Influence of Mobile Product Information on Brand Perception and Willingness to Pay for Green and Sustainable Products

Efficient product packaging does not allow companies to provide extensive information to customers, but effort for consumers to assess more information online is high. Therefore, mobile tagging in terms of extended packaging is considered one of the most promising technologies within Marketing and Information Systems (IS). It is considered to be a means to easily communicate information to consumers because it efficiently bridges the gap between product and information. However, evidence that allows managers to validate the positive perception of this technology is not yet available. This paper addresses this research gap by investigating how extended packaging influences brand perception and willingness to pay. We show that for green products that were produced organically and sustainably, this technology can be used to heighten the brand perception. Furthermore, we show that transmitting relevant information increases the willingness to pay significantly for organic goods, but not for sustainably produced goods.

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