绿色包装设计对消费者行为的影响

发布时间：2018-09-05 12:11

【摘要】：随着经济的快速发展,商品市场获得了极大的发展空间。但是,随之而来的环境破坏也成比例地快速增长,因此,对于环境的高效治理已成为国家长期健康发展中所必需面对及解决的问题。而包装作为快速消耗品已成为公认的重度污染源之一,如何缓解并控制它是国家"绿色发展"的一大命题。在此大环境之下,无论是国内还是国外都把目光转向了提升设计水平上,优秀地产品包装设计也成为了展示民族特性和国家综合实力的重要参考依据。无论是国家的政策还是企业的宣传,促进绿色包装设计的普及和应用,都是直接或间接的去影响消费者的绿色消费行为和绿色环保意识。如若消费者没有形成正确的绿色行为,那么再好的制度政策和企业宣传都是难以高效实施的。所以,从视觉设计的角度出发,研究如何促进绿色包装设计的发展不仅有利于国家对资源的管控,商家也可以通过更精准地宣传引导,获得消费者的认可和支持。与此同时,为了避免"设计同质化"现象,绿色包装设计要满足更多地视觉需求,突破"拿来主义"的枷锁。当消费者的绿色行为逐渐养成之后,便会愈发地关注环境问题,其消费行为也将会更加重视其所具有的环保价值,这样就会有更多商家投入到环保行为中,这种良性循环对社会的促进有着难以忽视地作用。消费者的态度在整个治理环境问题过程中扮演着极为重要的角色。企业产品的绿色包装设计应该有意识地站在消费者的思考角度去完成产品宣传的定位及设计,促进消费者的绿色消费和提高消费者的环保行为。深入分析消费者的利他行为与利己行为、道德认同与文化认同,以及分析绿色包装设计的适用范围和适用人群,是促进包装设计影响消费者的有效途径,让绿色包装设计更加有效的来影响消费者的绿色意识与行为。
[Abstract]:With the rapid development of economy, the commodity market has gained great development space. However, the environmental damage is increasing proportionally and rapidly. Therefore, the efficient management of the environment has become a problem that must be faced and solved in the long-term healthy development of the country. Packaging as a fast consumable has become one of the serious pollution sources, how to alleviate and control it is a major proposition of national "green development". In this environment, both domestic and foreign focus on improving the level of design, excellent product packaging design has become an important reference to show the national characteristics and national comprehensive strength. Whether it is national policy or enterprise propaganda, promoting the popularization and application of green packaging design is directly or indirectly affecting consumer's green consumption behavior and green environmental protection consciousness. If consumers do not form the right green behavior, then the best institutional policies and corporate propaganda are difficult to implement efficiently. Therefore, from the perspective of visual design, research on how to promote the development of green packaging design is not only conducive to national control of resources, but also through more accurate propaganda and guidance to obtain consumer recognition and support. At the same time, in order to avoid the phenomenon of "design homogeneity", green packaging design should meet more visual needs and break through the shackles of "bring about doctrine". As consumers gradually develop green behavior, they will pay more and more attention to environmental problems, and their consumption behavior will also pay more attention to their environmental protection value, so that more businesses will invest in environmental protection behavior. This virtuous circle plays an important role in promoting the society. Consumer's attitude is playing a very important role in the whole process of managing environmental problems. The green packaging design of enterprise products should consciously stand in the perspective of consumers' thinking to complete the positioning and design of product propaganda, promote consumers' green consumption and improve consumer's environmental protection behavior. Further analysis of consumers' altruistic behavior, moral identity and cultural identity, as well as analysis of the applicable range and population of green packaging design are the effective ways to promote packaging design to affect consumers. Let green packaging design more effective to affect consumer green awareness and behavior.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;TB482

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