Besides
the product protection function, packaging is an important tool for the
consumer to influence and make the product more preferable than other products.
For this reason, innovations in packaging designs aimed at expressing value for
the customer and aiming to provide benefit to the customer appear to be an
important tool in providing competitive advantage for business as well as
supporting marketing efforts. One of the important areas of innovation is
upcycling (advanced transformation in packaging). Upcycling is a new approach
that gives life after death by adding a new function to the end-of-life
package. In this study, the concept of upcycling in innovation and innovation
in packaging design are explained and the relationship between consumer
attitude and purchase intention on upcycled packaging are analyzed. According
to the descriptive research results of 253 respondents; It was determined that
the participants showed positive attitudes towards the upcycle packaging and
there was a positive relationship between the environmental information and the
environmental values and the intention of purchasing the product with the
upcycled packaging.
Birincil Dil | Türkçe |
---|---|
Konular | İşletme |
Bölüm | Araştırma Makalesi |
Yazarlar | |
Yayımlanma Tarihi | 31 Aralık 2019 |
Yayımlandığı Sayı | Yıl 2019 Cilt: 6 Sayı: 2 |
Pamukkale Avrasya Sosyoekonomik Çalışmalar Dergisi, yılda iki kez yayınlanan süreli ve elektronik basımı yapılan, uluslararası indeksli hakemli bir dergidir.
Pamukkale Avrasya Sosyoekonomik Çalışmalar Dergisinde yayınlanmış makalenin telif hakları Creative Commons Atıf-Gayri ticari 4.0 Uluslararası Lisansı (CC BY-NC-ND 4.0) kapsamındadır.