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

Jui-Che Tu, Ya-Wen Tu and Tai-Ran Wang
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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
Tai-Ran Wang: Graduate School of Design, National Yunlin University of Science and Technology, Douliu City 640, Taiwan

Sustainability, 2018, vol. 10, issue 11, 1-19

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.

Keywords: green messages; postal packaging; infographics; environmental protection attitudes; online shoppers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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