Effects of packaging design aspects on consumer sustainable purchases

Document Type : scientific articles

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Master's researcher in the Department of Advertising - Faculty of Applied Arts - Helwan University

Abstract

Packaging design is a potent communication tool that may affect customer behavior and preferences in addition to being a practical and attractive component of a product. Packaging design may be quite effective in marketing green products and encouraging eco-friendly decisions in the context of environmental sustainability. We will look at some of the best practices for developing efficient and appealing green packaging as well as how packaging design may affect customer behavior toward green products.



In order to ascertain the impact of various sustainable package design components on customer purchase and recycling behavior, this article discusses an empirical investigation. According to recent studies, packaging design's aesthetic appeal affects consumer behavior. The findings of this study demonstrate that customer judgments about packaging are mostly focused on visuals, information and appearance which play a minor role. Furthermore, the most useful signals are sustainable form and sustainable information, indicating that these signals are more likely to elicit purchase intent.

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