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An Investigation of the Effects of Infographics and Green Messages on the Environmental Attitudes of Taiwanese Online Shoppers

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  • Jui-Che Tu

    (Graduate School of Design, National Yunlin University of Science and Technology, Douliu City 640, Taiwan)

  • Ya-Wen Tu

    (Graduate School of Design, National Yunlin University of Science and Technology, Douliu City 640, Taiwan
    Department of Commercial Design, Chienkuo Technology University, Changhua City 500, Taiwan)

  • Tai-Ran Wang

    (Graduate School of Design, National Yunlin University of Science and Technology, Douliu City 640, Taiwan)

Abstract

The rapid growth of e-commerce in Taiwan has increased the use of postal packaging; this contributes to the destruction of our environment, because it cannot be re-used, and may contain toxic substances. To address this understudied issue, we examined the effects of attaching green messages about environmental attitudes in the form of infographics on postal packaging. To improve our understanding of consumer preferences with respect to green messages, first, a questionnaire survey of online shoppers was conducted. Based on a statistical analysis of the results, it was found that green messages require excellent infographics in order to deliver environmental knowledge. Graphical information was considered superior to text-only information in the presentation of green messages and the visualization of green information by online shoppers. This result indicates that infographics have emerged as a better visual approach to deliver green messages. We hope that these findings will serve as a reference in the design of environmentally-friendly postal packaging.

Suggested Citation

  • Jui-Che Tu & Ya-Wen Tu & Tai-Ran Wang, 2018. "An Investigation of the Effects of Infographics and Green Messages on the Environmental Attitudes of Taiwanese Online Shoppers," Sustainability, MDPI, vol. 10(11), pages 1-19, November.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:11:p:3993-:d:179750
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    References listed on IDEAS

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    1. Roberts, James A. & Bacon, Donald R., 1997. "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior," Journal of Business Research, Elsevier, vol. 40(1), pages 79-89, September.
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    1. Teen-Hang Meen & Charles Tijus & Jui-Che Tu, 2019. "Selected Papers from the Eurasian Conference on Educational Innovation 2019," Sustainability, MDPI, vol. 11(23), pages 1-12, December.
    2. Guojie Xie & Lijuan Huang & Chrysostomos Apostolidis & Zuqing Huang & Weiwei Cai & Guokai Li, 2021. "Assessing Consumer Preference for Overpackaging Solutions in E-Commerce," IJERPH, MDPI, vol. 18(15), pages 1-21, July.

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