The effect of packaging material on consumer evaluation and choice: A comparison between glass and tetra-pak in the olive oil sector

Packaging is the last marketing communication tool a company can use before the purchase decision is made. It creates positive or negative brand associations and informs consumers about the product category, personality, and quality. This chapter explains the role of packaging material in influencing the product evaluation process. Specifically, a between-subjects experimental design was conducted to investigate if the product quality judgment and the purchase intention towards extra virgin olive oil differ between tetra-pak and glass bottle. Results showed attitude towards the product, pack and product evaluation, and perceived quality and risk was better in the case of the glass package compared to the tetra-pak. Similarly, the willingness to buy and pay was higher in the case of the glass package compared to the tetra-pak one.