政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/142182

政大典藏 > College of Communication > International Master`s Program in International Communication Studies > Theses > Item 140.119/142182

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/142182

Title:	永續包裝的顏色與標籤對品牌形象的影響:綠色自我認同的調節效果 Effect of colors and labels in sustainable packaging on brand image: The moderation effect of green self-identity
Authors:	何儀 Hjartardóttir, Saga Ýrr
Contributors:	柯玉佳 Ko, Yu-Chia 何儀 Saga Ýrr Hjartardóttir
Keywords:	永續永續包裝綠色品牌顏色色彩內涵生態標籤 Sustainability Sustainable packaging Green branding Colors Color connotations Ecolabels
Date:	2022
Issue Date:	2022-10-05 09:29:23 (UTC+8)
Abstract:	過去已有許多研究聚焦探討顏色的內涵、以及色彩在廣告的使用和意義，同時也有許多研究針對色彩使用在行銷上漸增的疑慮進行調查。近年，消費者的焦點大幅度轉向永續生活，因此，越來越多公司試圖透過行銷提高大眾認識其對永續發展的努力。而有什麼比在產品包裝更能展示一家公司對永續發展努力呢?近年研究越來越著重於分析綠色品牌塑造與消費者認知間的關係。其中，有些屬性被認為比其他屬性更具永續性，如顏色-綠色便是其中之一。過去研究已發現綠色與永續性和環境保護有很強的關聯，然而，近年來由於對「漂綠」的疑慮與關切，綠色也面臨強烈的反對聲浪。本研究著眼於探討包裝特徵，包含顏色(棕色和白色)與標籤的使用，以及公司的綠色品牌形象之間的關係。本研究進一步以「消費者綠色自我認同」為調節變項，包含個人對永續發展的努力和認同如何影響包裝特徵與綠色品牌形象間的關係。本研究著重在顏色的使用 - 在本研究中為白色和棕色，並進一步探討包裝上具有環保標籤和不具有環保標籤兩種模型的影響。本研究共提出了四個假設，研究結果顯示只有兩個研究假設成立:標籤(有 /無)與綠色品牌形象間具有顯著關係;顏色(白色/棕色)則不會對綠色品牌形象造成影響;此外，綠色自我認同對於標籤(有/無)與綠色品牌形象的關係上具有顯著的調節效果。 A multitude of studies have been conducted on the connotations of colors, their use and meanings in advertisements, and on the growing skepticism regarding the use of color in marketing. In recent years, consumer focus has been shifting drastically towards sustainability and sustainable lifestyle, and as a result, companies have been increasingly trying to raise awareness of their sustainability efforts through marketing. But what better way to express your companies’ sustainability efforts, than to showcase this on the product packaging? Recent studies have increasingly focused on analyzing the relationship between green branding and consumer perception. Certain attributes are considered more ‘sustainable’ than others, one of which is the color green. The color green has been found to have a strong association with sustainability and the environment, however, in recent years the color has also faced a backlash due to skepticism and concerns of greenwashing. This study looked at the relationship between packaging characteristics, the colors brown and white, and the use of labels, and a company’s green brand image. The study further introduced a moderator effect: consumers’ green self-identity. Including the moderator allowed for the opportunity to see how individuals own sustainability efforts and identity affect the relationship between packaging characteristics and green brand image. The focus of the study lies in the use of colors – in this case white and brown – which is further supplemented by looking at the two models with and without labels. The study presented four hypotheses, out of which only two were confirmed. The findings suggested there was a nonsignificant relationship between the colors (white/brown) and green brand image, however, there was a significant relationship between labelling (with/without) and green brand image. The moderator effect was found to have a significant effect on the relationship between products with/without labels and green brand image.
Reference:	Bibliography Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In J. Kuhl, & J. Beckmann, Action Control: From Cognition to Behavior (pp. 11-39). Berlin: Springer. Amsteus, M., Al-Shaaban, S., Wallin, E., & Sjöqvist, S. (2015). Colors in Marketing: A Study of Color Associations and Context (in) Dependence. International Journal of Business and Social Science. Bashir, S., Khwaja, M., Rashid, Y., Turi, J., & Waheed, T. (2020). Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image. Sage Open,1-11. Bech-Larsen, T. (1996). Danish Consumers` Attitudes to the Functional and Environmental Characteristics of Food Packaging. Journal of Consumer Policy, 339-363. Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 21-45. Bjørner, T., Hansen, L., & Russell, C. (2004). Environmental labeling and consumers’ choice—an empirical analysis of the effect of the Nordic Swan. Journal of Environmental Economics and Management, 411-434. Boesen, S., Bey, N., & Niero, M. (2019). Environmental sustainability of liquid food packaging: Is there a gap between Danish consumers` perception and learnings from life cycle assessment? Journal of Cleaner Production, 1193-1206. Bower, G. H. (1981). Mood and memory. American Psychologist, 129-148. Boz, Z., Korhonen, V., & Sand, C. (2020). Consumer Considerations for the Implementation of Sustainable Packaging: A Review. MDPI. Burck, J., Uhlich, T., Christoph, B., Höhne, N., & Nascimento, L. (2021). Climate Change Performance Index. Bohn: GermanWatch, NewClimate Institute & Climate Action Network. Carfora, V., Cavallo, C., Caso, D., Del Giudice, T., De Devitiis, B., Viscecchia, R., . . . Cicia, G. (2019). Explaining consumer purchase behavior for organic milk: Including trust and green self- identity within the theory of planned behavior. Food Quality and Preference, 76, 1-9. Center for International Environmental Law. (2019). Plastic & Climate: The Hidden Costs of a Plastic Planet. Center for International Environmental Law. Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 307-319. Chen, Y.-S., Chang, T.-W., Li, H.-X., & Chen, Y.-R. (2020). The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude. International Journal of Environmental Research and Public Health. Chu, A., & Rahman, O. (2010). What Color is Sustainable? Examining the Eco-Friendliness of Color. International Foundation of Fashion Technology Institutes. Taipei. Dakofa. (2022). Waste Regulation in Denmark. Retrieved May 2022, from Dakofa: https://dakofa.com/element/test-article-today/ Darnall, N., Ponting, C., & Vasquez-Brust, D. (2012). Why Consumers Buy Green. In Green Growth: Managing the Transition to a Sustainable Economy (pp. 1-25). Springer. Duan, W., & Sheng, J. (2018). How can environmental knowledge transfer into pro- environmental behavior among Chinese individuals? Environmental pollution perception matters. Journal of Public Health, 289-300. Elliot, A. J., & Niesta, D. (2008). Romantic red: red enhances men’s attraction to women. Journal of Personality & Social Psychology, 1150-1164. Elliot, A. J., Maier, M. A., Moller, A. C., Friedman, R., & Meinhardt, J. (2007). Color and psychological functioning: the effect of red on performance attainment. Journal of Experimental Psychology: General, 154-161. Environment: Ecolabel. (2022). Retrieved May 2022, from European Commission: https://ec.europa.eu/environment/ecolabel/ Fantino, E., & Stolarz-Fantino, S. (2012). Associative Learning. Encyclopedia of Human Behavior. Feber, D., Granskog, A., Lingqvist, O., & Nordigården, D. (2020, October 21). Sustainability in Packaging: Inside the minds of US consumers. Retrieved from McKinsey: https://www.mckinsey.com/industries/paper-forest-products-and-packaging/our- insights/sustainability-in-packaging-inside-the-minds-of-us-consumers Forest Stewardship Council. (2022). What It Means When You See the FSC Labels on a Product. Retrieved May 2022, from Forest Stewardship Council: https://fsc.org/en/fsc- labels#:~:text=What%20does%20the%20label%20mean,the%20finished%20and%20labe led%20product. Friestad, M., & Wright, P. (1994). The persuasion knowledge model: how people cope with persuasion attempta. Journal of Consumer Research, 1-31. Grady, C. (2022). 10 Things to Know About Survey Experiments. Retrieved May 2022, from Egap: https://egap.org/resource/10-things-to-know-about-survey- experiments/#:~:text=A%20survey%20experiment%20is%20an,then%20treats%20each %20condition%20differently. Grubor, A., & Milovanov, O. (2016). Sustinable Branding. ENTRENOVA. Ha, H., & Janda, S. (2012). Predicting consumer intentions to purchase energy-efficient products. Journal of Consumer Marketing, 461-469. Ha, M. T. (2020). Investigating green brand equity and its driving forces. Management Science Letters, 2385-2394. ISEAL Alliance. (2015). Sustainability Claims: Good Practice Guide. London: ISEAL Alliance. Labrecque, L. I., & Milne, G. R. (2012). Exciting Red and Competent Blue: the Importance of Color in Marketing. Journal of the Academy of Marketing Science, 711-727. Labrecque, L., Patrick, V., & Milne, G. (2013). The Marketers` prismatic palette: A review of color research and future directions. Psychology & Marketing, 187-202. Lim, D., Baek, T., Yoon, S., & Kim, Y. (2020). Colour Effects in Green Advertising. Internation Journal of Consumer Studies. Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of Environmental Psychology. Magnier, L., & Schoormans, J. (2017). How Do Packaging Material, Colour and Environmental Claim Influence Package, Brand and Product Evaluations? Packaging Technology and Science. Mize, T. D. (2019). Survey Experiments: Testing Causality in Diverse Samples. Retrieved from Scholarworks: https://scholarworks.iu.edu/dspace/bitstream/handle/2022/22671/2019-01- 18_wim_mize_survey-experiments_slides.pdf?sequence=2&isAllowed=y Mohebbi, B. (2014). The art of packaging: An investigation into the role of color in packaging, marketing, and branding . International Journal of Organizational Leadership, 92-102. National Geographic. (2022). Sustainable Shoppin - Which Bag is Best? . Retrieved from National Geographic: https://www.nationalgeographic.org/media/sustainable-shoppingwhich-bag- best/#:~:text=However%2C%20paper%20is%20very%20resource,additional%20harm%2 0to%20the%20environment. Neves, J., & Oliveira, T. (2021). Understanding energy-efficient heating appliance behavior change: The moderating impact of the green self-identity. Energy. Nordic Ecolabelling. (2022). The Official Ecolabel of the Nordic Countries. Retrieved May 2022, from Nordic Ecolabelling: https://www.nordic-ecolabel.org/nordic-swan-ecolabel/ Obermiller, C., & Spangenberg, E. (1998). Development of a Scale to Measure Consumer Skepticism toward Advertising. Journal of Consumer Psychology, 159-182. Olesen, S., & Ciacalone, D. (2018). The Influence of Packaging on Consumers` Quality Perception of Carrots. Journal of Sensory Studies. Otto, S., Strenger, M., Maier-Nöth, A., & Schmid, M. (2021). Food packaging and sustainability. Consumer perception vs. correlated scientific facts: A review. Journal of Cleaner Production. Pancer, E., McShane, L., & Noseworthy, T. (2017). Isolated Environmental Cues and Product Efficacy Penalties: The Color Green and Eco-labels . Journal of Business Ethics, 159-177. Petljak, K., Naletina, D., & Bilogrević, K. (2019). CONSIDERING ECOLOGICALLY SUSTAINABLE PACKAGING DURING DECISION-MAKING WHILE BUYING FOOD PRODUCTS. Economics of Agriculture, 107-126. Rettie, R., & Brewer, C. (2000). The verbal and cisual components of package design. Journal of Product and Brand Management, 56-71. Rusko, M., & Korauš, A. (2013). Types I, II and III of Ecolabels. Journal of Environmental Protection, Safety, Education and Management. Samaraweera, M., Sims, J., & Homsey, D. (2021). Will a green color and nature images make consumers pay more for a green product? Journal of Consumer Marketing, 305-312. Schlack, A., & Albright, T. D. (2007). Remembering visual motion: neural correlates of associative plasticity and motion recall in cortical area MT. Neuron, 881-890. Shamsuyeva, M., & Endres, H.-J. (2021). Plastics in the context of the circular economy and sustainable plastics recycling: Comprehensive review on research development, standardization and market. Composites Part C: Open Access. Singh, S. (2006). Current Research Development: Impact of color on Marketing. Management Decisions, 783-789. Southey, F. (2022, April 19). Denmark `First Country in the World` to Develop its Own Climate Label for Food. Retrieved from FOODnavigator: https://www.foodnavigator.com/Article/2022/04/19/denmark-first-country-in-the- world-to- develop-its-own-climate-label-for- food?fbclid=IwAR3wzrTCeyiYJ010O_RqbjmZyezyMURVZ_xicofomgGYypYa6IezFhU7VPA Sparks, P., & Shepherd, R. (1992). Self-Identity and the Theory of Planned Behavior: Assesing the Role of Identification with "Green Consumerism". Social Psychology Quarterly, 388- 399. Statista Research Department. (2021, July 5). Recycling rate of municipal waste in Denmark from 2009 to 2017. Retrieved from Statista: https://www.statista.com/statistics/632879/municipal-waste-recycling- denmark/#:~:text=The%20recycling%20rate%20of%20municipal%20waste%20in%20De nmark%20decreased%20from,to%2046.9%20percent%20in%202016. Su, D., Duong, T., Dinh, M., & Nguyen-Phuoc, D. (2020). Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of intra-personal and retailer-based contextual factors. Journal of Cleaner Production. Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2013). Why Eco-labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers. Business Strategy and the Environment, 252-265. United Nations. (2022, April 4). UN climate report: It’s ‘now or never’ to limit global warming to 1.5 degrees. Retrieved from United Nations: https://news.un.org/en/story/2022/04/1115452 Zeltner, P. M. (1975). John Dewey`s Aestheetic Philosophy. John Benjamins Publishing Company.
Description:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 109461012
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109461012
Data Type:	thesis
DOI:	10.6814/NCCU202201590
Appears in Collections:	[International Master`s Program in International Communication Studies] Theses

Files in This Item:

File	Description	Size	Format
101201.pdf		1578Kb	Adobe PDF2	10	View/Open

社群 sharing

Loading...