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

Share

COinS
 
Nov 17th, 12:00 AM

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.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.