식품포장 독성 저감 디자인이 브랜드 태도에 미치는 영향

Abstract

Recently, the consumption patterns of food products are diverse and companies are trying to differentiate their brands by developing products to meet diverse consumer needs. In this study, we examined that it could change the brand attitude of design consumers that increased the safety of food packaging and thus become a methodology for the brand differentiation strategy. This study suggested design that reduce residual toxicity of gravier printing as a stimulus to children and suggested design that can reduce residual toxicity of gravier printing based on product that is consumed by mouth among packaged products of food. The survey investigated changes in brand preference before and after the survey revealed the intent to produce toxic reduction stimuli for the stimuli presented. Step 3 examined the preference for each indication by presenting a stimulus to the preferred brand derived in Step 2 with a marking of toxicological reduction. Step 4 presented preferred brands and double-package stimuli in steps 2 and 3, and investigated the intent to purchase and switch brands. The results of the survey are as follows. First, the preference for toxicological design of food packaging increased after it was recognized for the hazards of the existing packaging. Second, the toxicological reduction indication of food packaging was marked and the brand preference of recognizable indicators was highly investigated. Third, all respondents replied yes after investigating the intention of purchasing food packaging toxicity reduction design.