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The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

Author

Listed:
  • Tseng-Ping Chiu

    (Department of Industrial Design, National Cheng Kung University, Tainan City 701, Taiwan)

  • Derrick Jessey Yang

    (Department of Industrial Design, National Cheng Kung University, Tainan City 701, Taiwan)

  • Min-Yuan Ma

    (Department of Industrial Design, National Cheng Kung University, Tainan City 701, Taiwan)

Abstract

The COVID-19 pandemic started toward the end of 2019 and social distancing requirements imposed worldwide led to the rapid growth of online shopping, adversely impacted the global efforts for environmental protection. This study examines packaging and logos as stimuli to explore visual attention and attraction, arousal, and environmental awareness using eye tracking and a survey questionnaire. The results suggest that reusable packaging can enhance both attention and attraction. As a result, through the comprehensive data of the eye tracker, it was found that the reusable packaging and monotone logo can attract consumers’ attention faster than the original packaging. Post-event independent sample t -tests should prove that reusable packaging can positively impact consumers.

Suggested Citation

  • Tseng-Ping Chiu & Derrick Jessey Yang & Min-Yuan Ma, 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:17:p:13115-:d:1229892
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    References listed on IDEAS

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