Abstract
As packaging provides direct value for consumers, it is surprising that there is a scarcity of studies on the role of package design in research. We propose that packaging functionality has two possible roles. First, packaging functionality can be passive, meaning that the benefits stemming from the packaging are not directly linked to the goals associated with the actual consumption of the product. Second, packaging functionality can be active, implying that the packaging itself serves a function that actively helps users achieve their consumption goals. The aim of this paper is to introduce the concept of active packaging functionality and to provide first empirical evidence on how it influences consumers’ product and firm evaluations. To achieve our research goals, we present two experimental studies. The first study tests the influence of active (vs. passive) packaging functionality in an online experimental setting. In our second study, we use a point-of-sale experimental setting to validate and further explore the role of active packaging functionality. Our results show that active packaging functionality leads to more positive product perceptions and to increased purchase intention. Moreover, our findings show that active packaging functionality was associated with a perceived higher innovation ability of the offering firm.