Abstract
This research explains the specific relationship between consumer buying behavior and the package visual design. This research involves a questionnaire survey of consumers through the package visual design of green products with the Eco-label in Taiwan. The laundry detergent product category has been selected for the sample. The related research issues, such as functions of product package, green package design, definitions of green products, and green consumption, are also discussed. This research has explained the influential factors, including both categories of aesthetic and environmental appeal factors, to the green package visual design of the laundry detergent, which may help designers to design the greener package for green laundry detergent and may apply to other green products. It has also reinforced green package design principles which may need to be revised with the consideration of consumers’ demographic backgrounds and buying attitudes, Eco-label and Green regulations, the portfolio of green products, and green package visual design characteristics.
Keywords
green product, green consumption, eco-design, package visual design, consumer behavior
Citation
(Daniel) Chen, C., and Ling, Y. (2004) The Relationship Between Package Visual Design of Green Products and Consumer Behavior - An Example of Green Laundry Detergent Package., in Redmond, J., Durling, D. and de Bono, A (eds.), Futureground - DRS International Conference 2004, 17-21 November, Melbourne, Australia. https://dl.designresearchsociety.org/drs-conference-papers/drs2004/researchpapers/35
The Relationship Between Package Visual Design of Green Products and Consumer Behavior - An Example of Green Laundry Detergent Package.
This research explains the specific relationship between consumer buying behavior and the package visual design. This research involves a questionnaire survey of consumers through the package visual design of green products with the Eco-label in Taiwan. The laundry detergent product category has been selected for the sample. The related research issues, such as functions of product package, green package design, definitions of green products, and green consumption, are also discussed. This research has explained the influential factors, including both categories of aesthetic and environmental appeal factors, to the green package visual design of the laundry detergent, which may help designers to design the greener package for green laundry detergent and may apply to other green products. It has also reinforced green package design principles which may need to be revised with the consideration of consumers’ demographic backgrounds and buying attitudes, Eco-label and Green regulations, the portfolio of green products, and green package visual design characteristics.