PONE-D-21-29061The impact of Reusable Tableware packaging design combined with environmental propaganda on consumer Brand Loyalty, Purchase Intention and Continuance Intention in online retail -- Take ceramic chopsticks for examplePLOS ONE

Dear Dr. Jiang,

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Academic Editor

PLOS ONE

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Reviewers' comments:

Reviewer's Responses to Questions

Comments to the Author

1. Is the manuscript technically sound, and do the data support the conclusions?

The manuscript must describe a technically sound piece of scientific research with data that supports the conclusions. Experiments must have been conducted rigorously, with appropriate controls, replication, and sample sizes. The conclusions must be drawn appropriately based on the data presented.

Reviewer #1: Yes

Reviewer #2: Partly

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2. Has the statistical analysis been performed appropriately and rigorously?

Reviewer #1: Yes

Reviewer #2: Yes

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3. Have the authors made all data underlying the findings in their manuscript fully available?

The PLOS Data policy requires authors to make all data underlying the findings described in their manuscript fully available without restriction, with rare exception (please refer to the Data Availability Statement in the manuscript PDF file). The data should be provided as part of the manuscript or its supporting information, or deposited to a public repository. For example, in addition to summary statistics, the data points behind means, medians and variance measures should be available. If there are restrictions on publicly sharing data—e.g. participant privacy or use of data from a third party—those must be specified.

Reviewer #1: Yes

Reviewer #2: No

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4. Is the manuscript presented in an intelligible fashion and written in standard English?

PLOS ONE does not copyedit accepted manuscripts, so the language in submitted articles must be clear, correct, and unambiguous. Any typographical or grammatical errors should be corrected at revision, so please note any specific errors here.

Reviewer #1: No

Reviewer #2: No

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5. Review Comments to the Author

Please use the space provided to explain your answers to the questions above. You may also include additional comments for the author, including concerns about dual publication, research ethics, or publication ethics. (Please upload your review as an attachment if it exceeds 20,000 characters)

Reviewer #1: Title is too long and I would suggest to amend to shorter and precise title.

There is limited explanation on underpinning theory being used in this study. Perhaps, authors include what is the underpinning theory, as Purchase Intention, Environmental Propaganda Satisfaction variables, Brand Loyalty being used.

The study also do not include proposed conceptual framework where it should come out after hypotheses development.

The literature review is too short and general.

Overall, this paper need a major revision specifically in theories, variables, hypotheses development and methodologies.

Reviewer #2: FORMATTING AND OVERALL APPEARANCE:

- The title of the manuscript is too lengthy - consider making it concise. Perhaps may remove "Take ceramic chopsticks for example".

- The manuscript is poorly written with rampant grammatical errors. Some of the sentences are not clear and do not flow well. I suggest the authors to send for professional proofreading and copy editing services.

- Avoid using is "isn't", "can't" etc. as this is a formal academic writing.

- Some in-text citations are not done according to the right format (i.e. surname of authors).

- Citations need to be updated with recent literature of within 5 years - i.e. Hamilton (1974); Stevels, Agema, & Hoedemaker, 2001; Gardner & Levy (1955) are too old.

LITERATURE REVIEW:

- Why section 3.2.2 Brand Image (BI) is suddenly being discussed together in Method section. Where are the rest of the Literature Review of the other focal constructs?

- "The marketing benefits of incorporating environmental propaganda into the Reusable Tableware packaging can be influenced by the brand." -- sentence not clear at all of what the author actually meant here.

- Need to add a section on Packaging literature review.

METHODOLOGY:

- Sampling and clustering method of ceramic chopsticks are quite confusing.

- Why focus group meetings is included rather than experimental design alone should be further justified, and results of the focus group meetings should be reported.

- Should explain the development of propaganda poster in promoting environmental protection - is this poster for experiment being guided by specific marketing model/theory on advertising? What is the process involved when you come up with the propaganda poster?

- Measurement Item for Brand Image - 2.This brand of ceramic chopsticks has a clean image -- not clear what you meant by "clean image"? This is a really confusing phrase from the marketing perspective when you are trying to describe a brand image.

- Measurement Item for Brand Image - 3. This brand of ceramic chopsticks has a differentiated image in comparison with the other brand -- not clear what is "differentiated image"? You are using an important construct from marketing, yet you have wrongly defined them. Please use proper literature on branding to help you in operationalizing brand image.

- Sampling and experiment design is being discussed in several separated sections of the manuscript (i.e. 3.1 Sample collection and clustering, 3.3 Preparation of experimental samples, 3.2.3 Experimental design, 3.4.4 Experimental design). Please consider re-arranging the experiment design description and making the paragraphs more concise.

DISCUSSION

- The overall discussion section is quite shallow and only offering a surface justification. Consider writing in a more critical manner by considering the logical connections of the constructs.

- The writing of these particular statements is very confusing with no continuity among one sentence and the next. "The accumulation of time is a necessary factor for re-establishing Brand Loyalty (Schultz & Bailey, 2000). The

strangeness of the new packaging will persist for some time, but it is inevitable when redesigning the product packaging. It should be noted that the package with low EPS significantly reduced Brand Loyalty compared with the original

package." -- not sure what you meant to express here?

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Reviewer #1: No

Reviewer #2: No

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The impact of reusable tableware packaging combined with environmental propaganda on consumer behaviour in online retail

PONE-D-21-29061R1

Dear Dr. Jiang,

We’re pleased to inform you that your manuscript has been judged scientifically suitable for publication and will be formally accepted for publication once it meets all outstanding technical requirements.

Within one week, you’ll receive an e-mail detailing the required amendments. When these have been addressed, you’ll receive a formal acceptance letter and your manuscript will be scheduled for publication.

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If your institution or institutions have a press office, please notify them about your upcoming paper to help maximize its impact. If they’ll be preparing press materials, please inform our press team as soon as possible -- no later than 48 hours after receiving the formal acceptance. Your manuscript will remain under strict press embargo until 2 pm Eastern Time on the date of publication. For more information, please contact onepress@plos.org.

Kind regards,

Suhairul Hashim, PhD

Academic Editor

PLOS ONE

Additional Editor Comments (optional):

Reviewers' comments:

Reviewer's Responses to Questions

Comments to the Author

1. If the authors have adequately addressed your comments raised in a previous round of review and you feel that this manuscript is now acceptable for publication, you may indicate that here to bypass the “Comments to the Author” section, enter your conflict of interest statement in the “Confidential to Editor” section, and submit your "Accept" recommendation.

Reviewer #1: All comments have been addressed

Reviewer #2: All comments have been addressed

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2. Is the manuscript technically sound, and do the data support the conclusions?

The manuscript must describe a technically sound piece of scientific research with data that supports the conclusions. Experiments must have been conducted rigorously, with appropriate controls, replication, and sample sizes. The conclusions must be drawn appropriately based on the data presented.

Reviewer #1: Yes

Reviewer #2: Yes

**********

3. Has the statistical analysis been performed appropriately and rigorously?

Reviewer #1: Yes

Reviewer #2: Yes

**********

4. Have the authors made all data underlying the findings in their manuscript fully available?

The PLOS Data policy requires authors to make all data underlying the findings described in their manuscript fully available without restriction, with rare exception (please refer to the Data Availability Statement in the manuscript PDF file). The data should be provided as part of the manuscript or its supporting information, or deposited to a public repository. For example, in addition to summary statistics, the data points behind means, medians and variance measures should be available. If there are restrictions on publicly sharing data—e.g. participant privacy or use of data from a third party—those must be specified.

Reviewer #1: Yes

Reviewer #2: Yes

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5. Is the manuscript presented in an intelligible fashion and written in standard English?

PLOS ONE does not copyedit accepted manuscripts, so the language in submitted articles must be clear, correct, and unambiguous. Any typographical or grammatical errors should be corrected at revision, so please note any specific errors here.

Reviewer #1: Yes

Reviewer #2: Yes

**********

6. Review Comments to the Author

Please use the space provided to explain your answers to the questions above. You may also include additional comments for the author, including concerns about dual publication, research ethics, or publication ethics. (Please upload your review as an attachment if it exceeds 20,000 characters)

Reviewer #1: (No Response)

Reviewer #2: - The authors have made great efforts in revising the manuscript. Proper English usage is used throughout the manuscript signifying that a professional proofreading service has been engaged.

- The paragraphs especially for literature review, methods and findings are now in good shape that they are being laid out in a more structured manner that may encourage ease of reading.

- A lot of confused statements/claims in the previous version have been removed and flow of ideas seem improved.

- References have been updated with the recent ones.

- Overall, I am quite satisfied with all the revisions made and would recommend this manuscript to be accepted for publication.

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7. PLOS authors have the option to publish the peer review history of their article (what does this mean?). If published, this will include your full peer review and any attached files.

If you choose “no”, your identity will remain anonymous but your review may still be made public.

Do you want your identity to be public for this peer review? For information about this choice, including consent withdrawal, please see our Privacy Policy.

Reviewer #1: No

Reviewer #2: Yes: Zuraidah Sulaiman