Exploring Design Strategies for Cultivating Sustainability and Enhancing Brand Image in Personal Care Product Brands

Yun-Fei Li () and Fang-Suey Lin ()
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Yun-Fei Li: Graduate School of Design, National Yunlin University of Science & Technology, Yunlin 640301, Taiwan
Fang-Suey Lin: Graduate School of Design, National Yunlin University of Science & Technology, Yunlin 640301, Taiwan

Sustainability, 2024, vol. 16, issue 6, 1-24

Abstract: Through strategically implementing sustainable practices, businesses can enhance their public image and incentivize consumers to purchase environmentally friendly products. In recent years, many enterprises have actively pursued corporate social responsibility, striving to achieve profitability, fairness, and societal benefits simultaneously, thus creating a beneficial cycle for both businesses and the environment. The COVID-19 pandemic has altered brand perceptions and consumer habits, impacting not only packaging materials, product life cycles, and corporate social responsibility but also significantly impacted sustainability. Personal care products are utilized by individuals on a daily basis, emphasizing the need to consider various indicators in designing brand image strategies to ensure sustainable development. This study focuses on indicators for sustainable brand image design strategies within the personal care product indicators, employing a modified Delphi method to establish these indicators. The relative weights of these indicators were determined using the Analytic Hierarchy Process. The research findings underscore that conveying brand ideals to consumers, committing to brand values, enhancing brand visibility, and creating value are considered the most crucial indicators in the design of sustainable branding strategies for personal care products. These results provide essential insights for researchers and brand developers to formulate corresponding strategies, thereby achieving sustainable brand development and enhancing competitiveness.

Keywords: sustainability; brand image; design strategy; modified Delphi method; analytical hierarchy process (AHP) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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