지속 가능한 패키지가 브랜드 태도, 호감도 및 소비자의 구매의도에 미치는 영향

Abstract

This study focused on sustainable packaging targeting Chinese consumers using sustainable packaging due to increasingly serious environmental problems, and analyzed the relationship between sustainable package elements, brand attitude, brand preference, and purchase intention. Promote the use of sustainable packaging by more companies through research to achieve the purpose of environmental protection. The survey period was 10 days from November 1, 2022 to November 10, 2022. A total of 267 questionnaires were used in the final analysis. Finally, the collected data were subjected to reliability analysis, exploratory factor analysis, correlation analysis, and regression analysis through the SPSS 27.0 statistical program. The analysis results are as follows. As a result of the research, sustainable package elements (economic, environmental, and social) have a positive effect on brand attitude. Accordingly, it was found that sustainable package factors (economic, environmental, and social) had a positive effect on brand preference. It was found that brand attitude had a positive effect on consumers' purchase intention. Brand preference was found to have a positive effect on consumer purchase intention. According to the results of this study, the implications are as follows. In terms of sustainable package design, it is necessary to pay attention to the cost of the package itself and reduce the environmental load caused by the package. At the same time, the use of sustainable packages can enable businesses to gain a good social reputation, so businesses should use more sustainable packages.