A Study on Design Appeal of Green Packaging in China

Lu Wang; Fauzi Naeim  Mohamed

doi:10.48165/sajssh.2024.5112

Authors

Lu Wang Faculty of Creative Industries, City University Malaysia.
Fauzi Naeim Mohamed Visual Arts & Entertainment Section, Universiti Kuala Lumpur, Malaysia.

DOI:

https://doi.org/10.48165/sajssh.2024.5112

Keywords:

marketing strategy, packaging design, consumer research, sustainable packaging

Abstract

This quantitative study examines the relationship between consumption functionality and green packaging dimensions among 484 consumers in China. The data was analyzed using SPSS and AMOS to test the impact of consumption functionality on product meaningfulness and willingness to purchase, as well as the mediating role of green packaging. As packaging has evolved to add functional, emotional and social value to products, influencing brand image, this study investigates the design appeal of green packaging. The aim is to determine how consumption functionality affects product meaningfulness and willingness to purchase green packaged products, and whether green packaging mediates these relationships. The variables studied include consumption functionality, product meaningfulness, willingness to purchase, and green packaging components such as symbolic, economic and altruistic values. The literature review examined prior research on the impacts of consumption functionality on product meaningfulness and purchase willingness. It also covered studies on the symbolic, economic and altruistic values of green packaging and its potential mediating effects. The results provide insights into Chinese consumer responses to green packaging, specifically the mechanisms by which consumption functionality and green packaging influence product meaningfulness and willingness to purchase. This helps marketing practitioners determine effective positioning and messaging approaches for green packaged goods. It provides guidance on tactical elements like packaging design. The findings can shape creative strategies for brands looking to leverage green packaging appeals among Chinese consumers. Further research can build on this study to deepen knowledge in this emerging area as the popularity of sustainable packaging grows.

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