The perception of users regarding ecolabelling in packaging design.

The perception of users regarding ecolabelling in packaging design.

Castillo, Leonardo; Gómez, Carla Regina Pasa

Full Article:

This paper investigates the perception of users regarding environmental labeling. Data collection was carried out through questionnaires applied to students of Management and Design courses at the Federal University of Pernambuco for which were presented images of ecolabelling used in packaging. Subjects were selected though not stratified random sampling. Results suggest that users recognize the labels, however they did not know the meaning. Further, they have seen those labels at some point but they cannot explain what are they communicating. The study also shows that users do not value eco-labels for their purchase decision, despite acknowledging that eco-labels can convey useful environmental information. In this way, information communicated through ecolabelling seems not being able to promote effective changes in user’s behavior since the quality of the information is not enough, or sometimes it is confusing regarding the information they wish to convey.

This paper investigates the perception of users regarding environmental labeling. Data collection was carried out through questionnaires applied to students of Management and Design courses at the Federal University of Pernambuco for which were presented images of ecolabelling used in packaging. Subjects were selected though not stratified random sampling. Results suggest that users recognize the labels, however they did not know the meaning. Further, they have seen those labels at some point but they cannot explain what are they communicating. The study also shows that users do not value eco-labels for their purchase decision, despite acknowledging that eco-labels can convey useful environmental information. In this way, information communicated through ecolabelling seems not being able to promote effective changes in user’s behavior since the quality of the information is not enough, or sometimes it is confusing regarding the information they wish to convey.

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DOI: 10.5151/designpro-CIDI-28

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Como citar:

Castillo, Leonardo; Gómez, Carla Regina Pasa; "The perception of users regarding ecolabelling in packaging design.", p-313-325. In: In Coutinho, Solange G.; Moura, Monica; Campello, Silvio Barreto; Cadena, Renata A.; Almeida, Swanne (orgs.). Proceedings of the 6th Information Design International Conference, 5th InfoDesign, 6th CONGIC [= Blucher Design Proceedings, num.2, vol.1]. São Paulo: Blucher, 2014.
ISSN 23186968, DOI 10.5151/designpro-CIDI-28