| Summary: | 碩士 === 銘傳大學 === 設計管理研究所 === 92 === Both of the environmental protection and the green consumption are emphasized by the government and the corporation for sustainable development. Some environmental protection regulations and green procurement may encourage the consumer to buy green products. On the other hand, the green product is usually focusing on the technology and manufacturing, which has caused less attractiveness to the consumer and the market. Thus there is a need to probe the consumer recognition and buying behavior to the green product.
Based on the literature review about the green consumption, the package visual design is the most effective approach to make the green product more commercialized and meet the consumer needs. So far, there is not much research related to this issue in Taiwan. The questionnaire was carried out in this study, which has focused on the consumer preference, recognition and behaviors about washing powder with the Eco- label. These factors have shown the influence to the package visual design, such as concepts of green consumption, demographic variables and purchase evaluation. The conclusion of the research is described in the following:
1.There are two main categories for package visual design. One is voluptuous factor which is significantly influent to consumer preference and buying the goods, the other one is the green demonstration factor.
2.There have significant differences between the group of high recognition of green consumption, and group of low recognition of package visual design in preference and consumer needs.
3.There is also a significant difference on age, marriage, level of education, and career for package visual design in preference and consumer needs.
4.If subjects are in low recognition of preference for this package visual design, it will reduce the desire of buying decision.
5.Eco-label of green product is a particular term for every consumer in green consumption, but most of the consumer still doesn’t know what purpose and the system for Eco-label in Taiwan.
6.Although the package visual design is an important factor for consumers who want to buy the green washing powder, but consumers still emphasize five other factors, such as cleaning effectiveness, protecting the skin, convenient, price, and the word-of-mouth.
7.This research has provided the influential factors to the package visual deign of washing powder, which may help visual communication designers to design package for green products.
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