Print Email Facebook Twitter Designing for Packaging Sustainability Title Designing for Packaging Sustainability: The Effects of Appearance and a Better Eco-Label on Consumers Evaluations and Choice Author Krah, S.C. (Student TU Delft) Todorovic, T. (TU Delft Servicedesk Library / SID) Magnier, L.B.M. (TU Delft Marketing and Consumer Research) Contributor Badke Schaub, Petra (editor) Kleinsmann, Maaike (editor) Date 2019 Abstract The environmental burden of packaging is huge. However, redesigning packaging to make it more sustainable without damaging its other functions is not always easy and can have a negative impact on consumers’ choice. In this paper, we adopt a user-perspective and test the effects of packaging appearance and a better eco-label on consumers’ responses. Based on the literature, we designed an eco- label using a traffic light system with an objective sustainability score enabling to compare the sustainability of different packages. The results of our experimental study (N=120) show that while a sustainable (vs. typical) appearance in packaging has a positive effect on perceived sustainability, it has a negative effect on perceived usability. However, we demonstrate that the presence of a high score on the eco-label positively impacts the perceived sustainability of both the sustainable and the typical packages and the choice intentions. This eco-label also enabled to mitigate the negative effects of the sustainable appearance on perceived usability. Designers and policy-makers can use the results of this paper to positively influence evaluations of and choice for sustainable packaging. Subject CommunicationEco-labelEcodesignPackagingSustainability To reference this document use: http://resolver.tudelft.nl/uuid:b826ffed-d3e4-4a1a-823e-d255b63c57fc DOI https://doi.org/10.1017/dsi.2019.332 Publisher Cambridge University Press Source Proceedings of the 22nd InternationalConference on Engineering Design (ICED19), 2019-August Event ICED19 : 22nd International Conference on Engineering Design, 2019-08-05 → 2019-08-08, Delft, Netherlands Series Proceedings of the International Conference on Engineering Design, ICED, 2220-4334 Part of collection Institutional Repository Document type conference paper Rights © 2019 S.C. Krah, T. Todorovic, L.B.M. Magnier Files PDF designing_for_packaging_s ... choice.pdf 592.74 KB Close viewer /islandora/object/uuid:b826ffed-d3e4-4a1a-823e-d255b63c57fc/datastream/OBJ/view