Politehnika i dizajn, Vol. 6 No. 3, 2018.
Stručni rad
https://doi.org/10.19279/TVZ.PD.2018-6-3-08
ECOLOGICAL SYMBOLS IN GREEN COMMUNICATION FUNCTION ON PACKAGING
Diana Bratić
orcid.org/0000-0003-0631-2905
; Sveučilište u Zagrebu, Grafički fakultet, Zagreb, Hrvatska
Petar Miljković
; Sveučilište Sjever, Medijski dizajn, Koprivnica, Hrvatska
Dea Gajdek
; Sveučilište u Zagrebu, Grafički fakultet, Zagreb, Hrvatska
Sažetak
Packaging is the first to attract and retain
the consumer's attention, so non-verbal
communication through ecological symbols is
of utmost importance. Green communication,
therefore, is aimed at the promotion of ecological
products as well as ecologically acceptable
packaging that does not adversely affect the
environment at all stages of their life, and
promotes ecological behavior of consumers.
In order to establish the correlation between
the knowledge of environmental symbols on
packaging, their impact on purchasing and
consumer behavior in terms of packaging
recycling, we conducted a scientific research.
Respondents' responses we were collected
through an on-line questionnaire consisting of
two parts, the first part being general data on
respondents, and in the second part their views
on the investigated issue. After statistical analysis
of the obtained results, we have concluded that
the majority of respondents know the ecological
labels on the packaging and that they pay attention
to the purchasing process, which indicates the
success of green communication.
Respondents prefer environmentally friendly
packaging they do not consider less attractive than
non-toxic packaging, and they have been recycled
for the last 5 years.
The results of this research open good guidelines
in the visual design of packaging and the creation
of non-verbal green communication messages.
Ključne riječi
ecological symbols; green communication; packaging; recycling
Hrčak ID:
209302
URI
Datum izdavanja:
18.9.2018.
Posjeta: 2.493 *