綠色包裝視覺設計對環保意識及消費行為意向之影響-以市售包裝水為例

The Impact of Green Packaging Visual Design on Environmental Awareness and Consumer Behavior Intention - Packaged Water as an Example

陳洧琳(Wei-Lin Chen)

指導教授 ： 林育如 ； 黃國珍

國立臺北商業大學/創新設計與經營學院/創意設計與經營研究所/碩士(2022年)

摘要

隨著溫室效應的日益惡化，在國際高漲的環保法規要求下，綠潮流已成為全球趨勢，在綠色經濟中，綠色設計是整個綠色產業鏈的源頭，企業興起綠色創新，將經營策略納入環保思維，這股風潮已經成為提升商品競爭力之主要關鍵，面臨與日俱增的競爭市場，中小企業若能創造自身的綠色價值，將是永續發展的趨勢。
本研究之目的為探討綠色包裝視覺設計要素，經由環保意識的認知程度，對消費行為意向產生之影響，以期從環保包裝之角度精進，讓綠色包裝能更貼近消費者的認知與需求。本研究以問卷調查法進行分析，以市售之三款包裝水為實驗樣本，進行實驗數據調查。研究結論如下：1.消費者對市場上之包裝水進行消費決策時，會留意商品本身的「材質」是否具有環保元素的特質而選擇購買；2.消費者對市場上之包裝水進行推薦決策時，以商品包裝之「環保標章」與「品牌」涉入程度最高，其餘綠色包裝視覺設計要素與推薦決策及消費決策無關。3.建議企業在進行綠色行銷時，在瓶身標籤上提高「材質」的辨識度，讓綠色包裝之商品與一般包裝商品做出差異化，以提高市場銷售率。
基於以上之結論，提供所有包裝視覺設計師及相關產業界，作為產品設計或綠色行銷之相關參考依據，未來，這些原則融入實務上之運用，以提升綠色理念之價值。

關鍵字

綠色包裝視覺設計要素 ； 消費行為意向 ； 環保意識

並列摘要

With the worsening of the greenhouse effect, the green trend has become an important global issue in the face of increasing international environmental regulations. In a green economy, green design is the source of the entire green industry chain. Businesses are embracing green innovation and incorporating environmental thinking into their business strategies. This trend has become a major key to enhancing the competitiveness of our products. In the face of an increasingly competitive market, the trend is towards sustainable development if SMEs can create their own green value.
The purpose of this study is to examine the impact of visual design elements of green packaging on consumer behavioral intentions through environmental awareness. The aim is to refine green packaging from the perspective of environmental protection and to bring green packaging closer to consumer awareness and demand. In this study, three commercially available packaged waters were used as the experimental samples for the analysis by questionnaire. The study concluded the following: 1. When making consumer decisions about packaged water in the market, consumers look at the "material" of the product to determine whether it has environmental attributes. 2. When consumers decide on the recommendation of packaged water in the market, the "green label" and "brand" of the product packaging are the most involved, while other elements of green packaging visual design are not relevant to the recommendation and consumption decision. 3. It is recommended that companies increase the recognition of "material" on the bottle label when conducting green marketing, to differentiate green packaged products from ordinary packaged products and increase the sales rate in the market.
Based on the above conclusions, this study provides all packaging visual designers and related industries with the relevant reference for product design or green marketing. In the future, these principles will be integrated into practical applications to enhance the value of green concepts.

並列關鍵字

Visual Design Elements of Green Packaging ； Consumer Behavioral Intention ； Environmental Awareness

參考文獻

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