After the human society has turned into a consumer society, people purchase products to pursue fantasies, not to meet the requirements of daily life. Consumer sociesty has been incising consumption of more virgin material; therefore, more disposal has been occured. Back into original human society, there was no concept of disposal. When people quitted using a product, they used it for another uses. If consumer society re-adopts this recycling concept, it turns into sustanable society which meets the requirements of human's high quality of life
The study focused on the package design which engages in consumers' point of purchases. More than 30% of daily waste is come from package and it directly controls consumers' buying behavior so the importance of sustainable package design has been reared up. This study only focused on PCR(post-consumer recycled) materialed packages as PCR material is fundamental solution for the basic meaning of sustainable design. It is necessary to establish guidelines to design PCR package that frequently get changed according to various kinds of product. To establish design guidelines, case studies was conducted, 18 major sustainability guidelines and design solution guideline draft were clarified. After case study, a survey for the four representative products was conducted to the consumers with purchase intention model. This tool contains design valuation tool which is 'Look different', 'Aesthetics', 'Indentity', 'Easy to use', 'Symbolic'. After the survey, It turned out purchase intention model was totally different from each product. With this result the design solution guideline could be clarified.
Design solution guideline has 2 axis which is 5 design valuation tools and 6 package design elements. Then thirteen design methods to meet sustanability were derived and modified to encourage consumer to purchase PCR packaged product. Detailed design guideline was suggested to 4 representative products. Based on the result of survey, design valuation tools which affect to the consumer's purchase intention were selected and detailed design guideline was clarified. Finally, effective value of the guidelines was evaluated by design expert to an actual process of PCR package design for representative products.
This research and the guidelines can be summarized as a strategy to promote more purchase of PCR packaged product than virgin materialed packaged product. It would be able to reduce repetitive waste by discouraging additional use of material for the package design. Furthermore, the guidelines of this strategy can be more useful and practical by increasing cases. Then, finally, it would have a potential to be generally applied to PCR package design under diverse circumstances.
본 연구는 지속가능한 재료, 특히 PCR 재료를 적용한 패키지 디자인의 구매 의도를 더욱 높이기 위한 가이드라인 제안을 목적으로 하고 있으며, 구매 의도에 영향을 미치는 디자인 요소를 제품별로 파악하여 상세 가이드라인 제안을 위해 사례 연구와 실증 분석의 접목을 시도하고 있다. 기업별 PCR 경영 사례 조사를 통해 지속가능성의 사회적, 환경적, 경제적 관점의 18가지 가이드라인을 도출하였고, 제품별 사례 조사를 통해 PCR 재료의 한계점을 뛰어넘기 위한 형태, 색상, 로고, 일러스트레이션, 레이아웃, 재질 관점의 가이드라인을 도출하였다. 또한 사례 조사를 통해 실증적 분석을 위한 4가지 대표 제품 이미지인 비누박스, 주스병, 조미료 포장, 노트를 선벌하였다. 구매 의도 실증 분석을 위해 구매 의도 모형을 완성하였으며, 개성, 심미성, 식별성, 사용성, 함축성을 주축으로 하는 디자인 평가 요인을 구매 의도 모형에 연결하여 각 제품군마다 어떠한 디자인 요인이 구매 의도에 영향을 미치는지를 객관적인 자료로 분석하고자 하였다. 분석 결과, 소비자의 나이, 성별, 직업 등의 개인적 요인과 재활용 친숙도, 환경오염 지각도 등과 같은 Green index 요인은 디자인 평가 요인에 부분적으로 영향을 미쳤으며, 개성, 심미성, 식별성은 지각된 품질에 영향을 미치며 사용성, 함축성은 지각된 가치에 영향을 미치는 형태로 구매 의도를 나타내었다. EH한 제품군별로 상당히 다른 양상으로 구매 의도 모형이 구상되었으며, 이를 통해 지속가능한 재질을 사용한 제품이라 할지라도 제품 별로 소비자에게 다른 형태의 경험을 제공하는 것을 알 수 있었다.
