Bettels, Jannick; Haase, Janina; Wiedmann, Klaus-Peter - In: Journal of Consumer Marketing 37 (2020) 4, pp. 423-431
Purpose: Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of logistical advantages, rectangular packaging is frequently used for organic food products. However, the...