@inproceedings{b826ffedd3e44a1a823ed255b63c57fc,
title = "Designing for Packaging Sustainability: The Effects of Appearance and a Better Eco-Label on Consumers Evaluations and Choice",
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{\textquoteright} choice. In this paper, we adopt a user-perspective and test the effects of packaging appearance and a better eco-label on consumers{\textquoteright} 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.",
keywords = "Communication, Eco-label, Ecodesign, Packaging, Sustainability",
author = "S.C. Krah and Tea Todorovic and Lise Magnier",
year = "2019",
doi = "10.1017/dsi.2019.332",
language = "English",
volume = "2019-August",
series = "Proceedings of the International Conference on Engineering Design, ICED",
publisher = "Cambridge University Press",
pages = "3251--3259",
editor = "{Badke Schaub}, {Petra } and Kleinsmann, {Maaike }",
booktitle = "Proceedings of the 22nd InternationalConference on Engineering Design (ICED19)",
address = "United Kingdom",
note = "ICED19 : 22nd International Conference on Engineering Design ; Conference date: 05-08-2019 Through 08-08-2019",
}