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

Tseng-Ping Chiu, Derrick Jessey Yang () and Min-Yuan Ma
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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

Sustainability, 2023, vol. 15, issue 17, 1-15

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.

Keywords: visual attention and attraction; environmental protection; eye-tracking; reusable packaging; monotone logo; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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