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Packaging waste makes up more than 10% of the landfilled waste in the United States. While consumers often want to make environmentally friendly product choices, we find that their perceptions of the environmental friendliness of product packaging may systematically deviate from its objective environmental friendliness. Eight studies (N = 4,103) document the perceived environmental friendliness (PEF) bias whereby consumers judge plastic packaging with additional paper to be more environmentally friendly than identical plastic packaging without the paper. The PEF bias is driven by consumers' "paper = good, plastic = bad" beliefs and by proportional reasoning, wherein packaging with a greater paper-to-plastic proportion is judged as more environmentally friendly. We further show that the PEF bias impacts consumers' willingness to pay and product choice. Importantly, this bias can be mitigated by a "minimal packaging sticker" intervention, which increases the environmental friendliness perceptions of plastic-only packaging, rendering plastic-packaged products to be preferable to their plastic-plus-paper-packaged counterparts. This research contributes to the packaging literature in marketing and to research on sustainability while offering practical implications for managers and public policy officials. [ABSTRACT FROM AUTHOR]

[Display omitted] • Novel dimer acid-based waterborne polyurethanes (DWPUs) were designed and prepared. • DWPUs were first used as multifunctional coatings for paper substrates. • Papers coated by DWPUs exhibited excellent water- and oil-resistances. • Alkyl and uniform membrane of DWPUs are critical to improve papers' properties. Paper derived from lignocellulose has great advantages over plastics as packaging material, nevertheless, the poor water- and oil-resistances of paper-derived products limited their application in high-end field. Herein, novel dimer acid-based waterborne polyurethanes (DWPUs) with different content of dimer acid-based polyester polyol (DG) were prepared and used as water- and oil-resistant coating for paper substrate. The effects of DG contents on water- and oil-resistances, mechanical properties and thermal stability of DWPUs coated papers were systematically investigated. When the content of DG reached up to 7 wt% (based on polyester glycol), the paper coated by DWPU exhibited 88.06% decrease in Cobb 60 value, 8.7 times increase in kit rating compared with uncoated paper. Meanwhile, DWPUs coated papers showed good mechanical properties and thermal stability. These improvements are attributed to the flexible long-alkyl chain, and six-ring structure of DWPUs as well as the continuous and homogeneous DWPU-derived membrane on the surface of paper. This study provides a new framework for the preparation of high quality, multifunctional, environmentally friendly water- and oil-resistant coatings for paper substrates. [ABSTRACT FROM AUTHOR]