The effect of traditional, visual and written communication in eco-design packaging on consumer attitude and purchase intention: A reception study

In this study, it is aimed to reveal how traditional, visual and written communication in eco-design packages affect consumers' attitudes and purchasing behaviors, and to determine the level of awareness of consumers towards eco-design packages in the market. For this reason, water bottles packages, one of the most consumed product groups, were designed in three different categories which is included traditional, visual and written communication elements with a brand name that does not exist in the market and data were collected by survey technique. For this purpose, survey technique was applied on 425 people residing in Giresun province and the obtained data were analyzed through SPSS 26.0 statistical program. In this context, it was observed that the participants did not have eco-design packaging awareness and that eco-design packaging awareness did not have a significant positive effect on the purchase intention of consumers in three different categories where traditional, visual and written communication elements were used. While the demographic characteristics of the participants did not have a significant effect on the purchase intention in all three categories, the income status of the participants in the traditional communication category created a significant difference on the purchase intention. However, the most important criteria in the packaging for the participants were determined as price and product quality.