Research on the Design Strategy of Green Packaging from the Perspective of Chinese Young Consumers

摘要

Facing the fact that the focus of green packaging design in China is not clear and current green packaging design can't attract young consumers, this paper attempts to propose some design strategies that meet young consumer preferences by Decision-Making Trial and Evaluation Laboratory (DEMATEL) method. By analyzing the data of 25 valid questionnaires, the scores of the prominence and influence of each factor are been calculated. Finally, a causal diagram is developed to illustrate the relationships between 9 main factors. The diagram shows that (1) the two most critical factors for green packaging design are packaging structure and the expanding use of packaging, (2) packaging's extended is greatly influenced by other factors, which should be considered in all aspects of green packaging design, (3) pattern, convenience and green message's presentation are the edge factors to be considered.