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FINAL Gretchen Honer Thesis .pdf (2.26 MB)

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Luxury Product Packaging: Investigating the Perceived Value of Secondary Packaging for Luxury Goods

Honer, Gretchen M.
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1682440599500036

Abstract Details

2023, Bachelor of Business Administration (BBA), Ohio University, Business Administration.
This research explores the value of secondary packaging of luxury items and its impact on consumers’ post-purchase experience. Using a mixed methods approach, this research employed three studies to better understand this topic. First, qualitative in-depth interviews were completed with Gen Z luxury consumers who had kept their packaging after acquiring a luxury brand item. From these interviews, three overarching themes of secondary packaging emerged: packaging is considered to be an extension of self and an art form, packaging tells a long-lasting story, and five types of actions (i.e., keep, display, store, reuse, and throw away) are taken by consumers when it comes to their luxury brand packaging. Next, several luxury and non-luxury brands were pre-tested to confirm that respondents viewed Dior and Prada as equally luxurious, and Old Navy as distinct (i.e., non-luxury). An online experiment with a hypothetical gifting scenario and a between-subjects design was employed (1) to measure price assessment of three layers of secondary packaging associated with luxury vs. non-luxury brands, (2) to determine the type of post-purchase actions with packaging, and (3) to discover the respondents’ social media sharing behavior as pertaining to the different levels of secondary packaging. Moderating effects of luxury sensitivity, need for status, and product status consumption were also tested. Though the experiment found there was not a significant difference in dollar valuation among the three levels of secondary packaging, luxury secondary packaging did hold value for consumers. Consumers are more likely to post images of secondary packaging on social media for luxury brands than non-luxury brands. None of the moderating effects were found to have a significant effect between packaging layer and price. This research represents a start to understanding an important and understudied area of post purchase consumption of secondary packaging for luxury brands and how Gen Z luxury consumers interact with packaging.
Dr. Moumita Gyomlai (Advisor)
Dr. Jessica Weeks (Advisor)
88 p.
Business Administration; Marketing
Luxury; Luxury Fashion; Luxury Goods; Luxury Packaging; Luxury Secondary Packaging; Perceived Value; Social Media; Perceptions; Packaging; Aesthetics; Need for Status; Luxury Sensitivity; Product Status Consumption

Recommended Citations

Citations

  • Honer, G. M. (2023). Luxury Product Packaging: Investigating the Perceived Value of Secondary Packaging for Luxury Goods [Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1682440599500036

    APA Style (7th edition)

  • Honer, Gretchen. Luxury Product Packaging: Investigating the Perceived Value of Secondary Packaging for Luxury Goods. 2023. Ohio University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1682440599500036.

    MLA Style (8th edition)

  • Honer, Gretchen. "Luxury Product Packaging: Investigating the Perceived Value of Secondary Packaging for Luxury Goods." Undergraduate thesis, Ohio University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1682440599500036

    Chicago Manual of Style (17th edition)

ouhonors1682440599500036
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This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.