Influence of packaging design on consumer behaviour

On 30 August 2018 Iris Borgman held a speech entitled ‘The influence of packaging design features on consumers' purchasing & recycling behaviour’ as part of her master assignment. Her thesis aims to bridge the gap between packaging design and consumer behaviour during purchase and recycling of sustainable packaging by focusing more on the design. A theoretical analysis provides an overview of current literature combining behavioural sciences with design research. Based on (the gaps in) the literature, combinations of design elements are analysed. The most effective elements are integrated into packaging designs which are tested by consumers in a realistic setting (Website University of Twente).
Click here for more information about the Master Assignment of Iris Borgman.
Click here for more information about the NVC Chair Packaging Design and Management at the University of Twente.
Click here for more information about the NVC Project PUMA: the end of packaging as an environmental issue. You are welcome to join us for the next project meeting on 27 March 2019.

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