Impact of Sustainable Packaging Design on Consumer Perception, Purchase Intentions & Customer Experience
Belozertseva, Aleksandra (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120432888
https://urn.fi/URN:NBN:fi:amk-2024120432888
Tiivistelmä
Nowadays, sustainability plays a significant role in shaping consumer preferences, especially in the cosmetics sector. Product appeal, consumer trust, and brand perception are all influenced by packaging design. Understanding the importance of environmentally friendly packaging, this study looks into how consumers view environmentally friendly package design and analyses practical ways for cosmetic companies to match their packaging to customer demands. This research specifically discusses how packaging design features appeal to the target demographic of 18–30-year-olds and how sustainability affects purchasing decisions.
Both quantitative and qualitative methodologies were used in the study. 77 individuals, mostly in the 18–30 age range, participated in a survey to learn more about their preferences for sustainable packaging design, functionality, and aesthetics. Additionally, Joona, the Growth and Innovation Manager at Sulapac, was interviewed to gain qualitative insights about the company's strategy for achieving a balance between design, functionality, and environmental responsibility as well as industry viewpoints on sustainable packaging techniques.
According to the survey's findings, customer preferences are greatly influenced by eco- friendly materials, minimalist designs, and transparent disclosure of sustainability initiatives. Furthermore, given that younger customers are becoming more conscious of greenwashing, the results highlight the significance of transparency in building trust. Sustainable packaging is now a must for companies looking to bring in and keep eco- aware customers. To improve brand reputation and customer trust, organisations are advised to prioritise innovative and minimalist designs, communicate sustainability practices clearly, and use eco-friendly materials.
To obtain a more comprehensive understanding of consumer behaviour, future studies should increase the sample size and demographic diversity. Further qualitative techniques, such focus groups or observational research, might offer a more thorough understanding of how packaging affects real-world purchasing decisions. In addition to adding to the growing body of research on sustainable packaging, this study offers practical advice for cosmetic companies looking to comply to consumer values.
Both quantitative and qualitative methodologies were used in the study. 77 individuals, mostly in the 18–30 age range, participated in a survey to learn more about their preferences for sustainable packaging design, functionality, and aesthetics. Additionally, Joona, the Growth and Innovation Manager at Sulapac, was interviewed to gain qualitative insights about the company's strategy for achieving a balance between design, functionality, and environmental responsibility as well as industry viewpoints on sustainable packaging techniques.
According to the survey's findings, customer preferences are greatly influenced by eco- friendly materials, minimalist designs, and transparent disclosure of sustainability initiatives. Furthermore, given that younger customers are becoming more conscious of greenwashing, the results highlight the significance of transparency in building trust. Sustainable packaging is now a must for companies looking to bring in and keep eco- aware customers. To improve brand reputation and customer trust, organisations are advised to prioritise innovative and minimalist designs, communicate sustainability practices clearly, and use eco-friendly materials.
To obtain a more comprehensive understanding of consumer behaviour, future studies should increase the sample size and demographic diversity. Further qualitative techniques, such focus groups or observational research, might offer a more thorough understanding of how packaging affects real-world purchasing decisions. In addition to adding to the growing body of research on sustainable packaging, this study offers practical advice for cosmetic companies looking to comply to consumer values.