The Influence of Packaging Design Features on Consumers' Purchasing & Recycling Behaviour

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This paper describes an empirical study to determine the influence of specific design elements of sustainable packaging on consumer behaviour during purchase and recycling. Existing studies show that the visual appearance of packaging design influences the behaviour of consumers. The results of this study show that decisions made by consumers regarding the packaging are mostly based on graphics and to a lesser extent on information and form. Furthermore, a sustainable form and information regarding sustainability also have the highest utility, which indicates that these cues are able to trigger a higher buying intention. According the results on recycling behaviour, it is unclear if recycling logos and a stimulating text have an impact on recycling intention of consumers.
Original languageEnglish
Number of pages284
Publication statusPublished - Jun 2018
Event21st IAPRI World Conference on Packaging 2018: Packaging: Driving a Sustainable Future - Zhuhai International Convention and Exhibition Center, Zhuhai, China
Duration: 19 Jun 201822 Jun 2018
Conference number: 21


Conference21st IAPRI World Conference on Packaging 2018
Internet address


  • Packaging design
  • Packaging development
  • Sustainability
  • Purchase behaviour
  • Recycling behaviour
  • Marketing


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