Can FMCG Producers Get Away with Deceptive Packaging and Slack Filling? An investigation of Consumer Attitudes and Behaviours

Although the practice of deceptive packaging is neither new nor unknown, the literature on this issue is very scare. The aims of this research are to discover the extent to which consumers are aware of air filling in food packaging (i.e., where there is a discrepancy between packaging size and actual content), the extent to which slack filling leads to cognitive dissonance, and the extent to which feelings of cognitive dissonance and being deceived lead to negative post purchase behaviours for producers. The sample consisted of 219 customers of fMCG products in Germany. Our findings suggest that the practices of deceptive packaging and slack filling risk creating consumer dissatisfaction, brand boycotting and negative word of mouth. We argue therefore that fMCG producers cannot assume they will get away with deceptive packaging and slack filling.