The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness
Abstract
:1. Introduction
2. Literature Review
2.1. Pandemic-Induced Changes in Consumption
2.2. Visual Communication
2.3. Environmental Awareness through Packaging
2.4. Logo Simplification
2.5. Visual Perception of the Eye-Tracking System
3. Methodology
3.1. Participants
3.2. Material
3.3. Procedure
3.4. Measurement
4. Result
4.1. Physiological Response (Eye-Tracking)
4.1.1. Attraction and Attention on Reusable Package vs. Original Package
4.1.2. Attraction and Attention on Monotone Logo vs. Original Logo
4.1.3. Proportion of Adequate Attention
4.2. Psychological Response (Questionnaire)
4.2.1. The Package Impact of the Consumption Attitude on Psychological Aspects
4.2.2. The Logo Impact of the Consumption Attitude on the Psychological Aspects
5. Discussion and Conclusions
5.1. Physiological Visual Perspective Impact
5.2. Psychological Influence on Consumption
5.3. Conclusions
5.4. Limitations and Future Research Suggestions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Original Packaging | Reusable Package + Monotone Logo | Reusable Package + Multi-Color Logo |
---|---|---|
Schematic diagram of observation groups | ||
n. | M | SD | df | t | p | |
---|---|---|---|---|---|---|
Original packages | 72 | 11.222 | 1.895 | 142 | −0.009 | 0.993 |
Reusable packages | 72 | 11.225 | 2.222 | |||
note: n. represents the number of product instead of participants. |
n. | M | SD | df | t | p | |
---|---|---|---|---|---|---|
Original logo | 72 | 4.036 | 2.391 | 142 | 0.28 | 0.774 |
Monotone logo | 72 | 3.927 | 2.181 |
Factor | Object | n. | Mean | SD | df | t | p |
---|---|---|---|---|---|---|---|
Brand Image | Original Package | 72 | 4.25 | 1.554 | 142 | −3.088 | 0.002 |
Reusable package | 72 | 4.99 | 1.295 | ||||
Environmental | Original Package | 72 | 3.76 | 1.827 | 142 | −2.359 | 0.020 |
Reusable package | 72 | 4.49 | 1.846 | ||||
Preference | Original Package | 72 | 3.83 | 1.463 | 142 | −3.440 | 0.001 |
Reusable package | 72 | 4.74 | 1.678 | ||||
Willing to Use | Original Package | 72 | 3.90 | 1.680 | 142 | −2.686 | 0.008 |
Reusable package | 72 | 4.65 | 1.671 |
Factor | Object | n. | Mean | SD | df | t | p |
---|---|---|---|---|---|---|---|
Brand Image | original logo | 72 | 4.99 | 1.295 | 142 | 1.024 | 0.308 |
monotone logo | 72 | 5.21 | 1.310 | ||||
Environmental | original logo | 72 | 4.49 | 1.846 | 142 | 0.148 | 0.882 |
monotone logo | 72 | 4.53 | 1.510 | ||||
Preference | original logo | 72 | 4.74 | 1.678 | 142 | 0.876 | 0.774 |
monotone logo | 72 | 4.96 | 1.347 | ||||
Willing to Use | original logo | 72 | 4.65 | 1.671 | 142 | 0.752 | 0.453 |
monotone logo | 72 | 4.85 | 1.421 |
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Chiu, T.-P.; Yang, D.J.; Ma, M.-Y. The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness. Sustainability 2023, 15, 13115. https://doi.org/10.3390/su151713115
Chiu T-P, Yang DJ, Ma M-Y. The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness. Sustainability. 2023; 15(17):13115. https://doi.org/10.3390/su151713115
Chicago/Turabian StyleChiu, Tseng-Ping, Derrick Jessey Yang, and Min-Yuan Ma. 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness" Sustainability 15, no. 17: 13115. https://doi.org/10.3390/su151713115