بررسی ادراک مصرف کنندگان از بسته بندی پایدار و تأثیر آن بر پایداری اجتماعی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناس ارشد گرافیک، عضو هیئت علمی آموزشکده فنی دختران الزهرا شهرکرد

2 کارشناسی ارشد گرافیک، دانشکده هنر و معماری، دانشگاه تربیت مدرس، تهران، ایران

3 کارشناس ارشد پژوهش هنر، مدرس گروه گرافیک آموزشکده فنی دختران شهرکرد، ایران

چکیده

بهبود عملکرد تجاری محصولات تولیدی تنها با پیوستن به اصول پایداری در ارائه محصول نهایی امکان­پذیر خواهد بود که این جنبه از طریق بسته­بندی تجسّم می­یابد. توسعه و ملاحظات اجتماعی از مهم­ترین جنبه ­های بسته ­بندی پایدار است که اغلب نادیده گرفته می­ شوند و این امر، موجب ضعف در بسته ­بندی محصولات عرضه شده در بازار مصرف می ­شود. دستیابی به این هدف، ارتباط مستقیمی با میزان آگاهی و دانش زیس ت­محیطی مصرف­کنندگان دارد. از این­رو، شناخت و بینش مصرف­کنندگان به عنوان داور نهایی در پایداری در اولویت و اهمیت قرار می­ گیرد؛ اما با وجود اینکه در میان سازمان­ ها و شرکت­ ها، پایداری یک مفهوم شناخته شده­است، بسیاری از شرکت ­ها تنها اقدامات و ابتکارات نسبتاً کمی در مورد بینش مصرف­کنندگان از پایداری بسته­ بندی و حفظ آن به عنوان یک هدف اصلی انجام داده­ اند. از این­رو، پژوهش حاضر با توجّه به اهمیت موضوع به منظور شناسایی میزان آشنایی و توجّه مصرف­کنندگان به بسته ­بندی پایدار به بررسی ادبیات موجود درباره ادراک مصرف­کنندگان در مورد بسته­ بندی پایدار و ادراکات آنها از تأثیر بسته ­بندی بر محیط­زیست نیز می ­پردازد. هدف از بررسی، شناسایی نقش درک مصرف­کنندگان از بسته ­بندی پایدار و تأثیر آن بر رفتار زیست­ محیطی افراد و عوامل بازدارنده در این زمینه است. پژوهش به روش پیمایشی و با توزیع پرسشنامه مشتمل بر شناسایی میزان آگاهی مصرف­کننده درباره بسته ­بندی پایدار محصولات در میان 250 نفر از مصرف­کنندگان شهر اصفهان انجام شده است.

کلیدواژه‌ها


عنوان مقاله [English]

A Survey of Consumer Perceptions of Sustainable Packaging and Its Impact on Social Sustainability

نویسندگان [English]

  • Ali reza Rezaei 1
  • Sousan Samanifar 2
  • Soudabeh Samanifar 3
1 Master of Graphic Design, Faculty Member of Alzahra Girls' School of Shahrekord, Iran
2 Master of Graphic Arts, Faculty of Arts and Architecture, Tarbiat Modares University, Tehran, Iran
3 Master of Arts in Science, Member of Graphic Group of Shahrekord Girls' School, Iran
چکیده [English]

Improving the commercial performance of the products will only be possible by integrating into the sustainability principles in the presentation of the finished product, which is embodied in packaging. Development and social considerations are the most important aspects of sustainable packaging that are often overlooked, which weakens the packaging of products. Achieving this goal is directly related to the level of awareness and environmental knowledge of consumers. Therefore, the recognition and insight of consumers as the final referee in the field of sustainability is of paramount importance. But despite the fact that amongst organizations and companies , sustainability is a well-known concept, many companies have only made relatively few initiatives about consumer insights on packaging sustainability and preservation as a major goal. Therefore, the present study, considering the importance of the issue in order to identify the level of familiarity and attention of consumers to the sustainable packaging, examines the literature on consumer perceptions of sustainable packaging and their perceptions of the impact of packaging on the environment. The purpose of this survey is to identify the role of consumers' perception of sustainable packaging and its impact on the environmental behavior and deterrent factors in this area. The research was conducted by survey method and by distributing a questionnaire including identification of consumer awareness about the sustainable packaging of products among 250 consumers in Isfahan. After analyzing the results, it was pointed out that although individuals tend to be environmentally friendly, they were not able to identify and use them as a factor in their decision making for purchase due to lack of knowledge and lack of familiarity with sustainable packaging. This implies understanding the importance of the social dimension of sustainable packaging and its role in supporting efforts to improve sustainability in packaging.

کلیدواژه‌ها [English]

  • Sustainable Packaging
  • Social Aspect
  • Consumer
  • Environmental
1.Pachari, D., )2015(,“WIT Transactions on Ecology and the Environment”,Environmental Impact III. 47-58.

2.Rokka, J., and Uusitalo, L., )2008(,“Preference for green packaging in consumer product choices –do consumers care? ”, International Journal of Consumer Studies,Vol. 32, 516–525.

3.Brooks, Nancy. and Sethi, Rajiv., )1997(.“The distribution of pollution: Community characteristics and exposure to air toxics”, Journal of Environmental Economics and Management, Vol. 32, 233-250.

4.Gilg, A., and Barr, S., and Ford, N.,)2004(,“Green consumption or sustainable lifestyles? Identifying the sustainable consumer”,Journal of Future, Vol. 37, 481-506.

5.Wondimu, J., and Mekbib, O., and Mokhothe, T., )2011(,“Machobane Framing System and its relevance to climate change policy in Lesotho”, African Technology policy Studies Network, Vol.1, 23-24.

6.Murphy, K., )2012(,“Executive Compensation:Where We Are, and How We Got There”, Forthcoming in Handbook of the Economics of Finance.

7.Vifell, A.C., and Soneryd, Michael., )2010(,“Organizing matters: how the social dimension gets lost in sustainability projects”,Sustainable Development, Vol.10,18-27.

8.Sonnevald, K., and James, K., and Fitzpatrick, L., and Lewis, H., (March 2009), “Sustainable packaging: how do we defi ne and measure it?”, The 22nd IAPRI Symposium Proceedings. http://www.sustainablepack.org/database/fi les/SPA%20paper%2022nd%20IAPRI%20 Symposium%202005.pdf.

9.Efficient Consumer Response (ECR) Europe and European Organization for Packaging and the Environment (EUROPEN)., )2009(,“Packaging in the sustainability agenda: a guide for corporate decision makers”,http://www.ecrnet.org/05projects/packaging/Packaging%20in%20the%20Sustainability%20AgendaA%20Guide%20for%20Corporate%20Decision%20 Makers.pdf.

10.Sustainable Packaging Coalition (SPC), (February 2009), “Definition of sustainable packaging”,http://www.sustainablepackaging.org/content/?type=5&id=definition-of-sustainable-packaging.

11.Mininni, T., )2007(,“ackaging that works for the planet", Brandweek, Vol. 48(17), 20.

12.Vrolijk, K., (March 2009), “Toward sustainable distribution: performance of INCPEN members”,,http://www.incpen.org/pages/data/ TowardsSustainableDistribution2006.pdf

13.Sustainable Packaging Alliance (SPA), (March 2009),“Defining sustainable packaging”, http://www.sustainablepack.org/research/

14.Silayoi, P., )2004(, “Speece M. Packaging and purchasing decisions: an exploratory study on the impact of involvement level and time pressure”, BritishFoodJournal,Vol.106(8), 607–628. The consumer side of packaging power. In Doyle M (ed.).

15.Prendergast, G., and Pitt, L.,)1996(, “Packaging, marketing, logistics and the environment: are there trade-offs?”, International Journal of Physical Distribution and Logistics Management, Vol. 26(6), 60–72.

16.Young, S., )2008(,“Packaging and the environment: a cross-cultural perspective”, Design Management Review, Vol. 19(4), 42–48.

17.Deloitte Consulting LLP and Grocery Manufacturers/Food Products Association (GMA/FPA)., )2007(.“Sustainability: balancing opportunity and risk in the consumer products industry”,http://www.deloitte.com/assets/Dcom-UnitedStates/

18.Wever, R., )2008(,“Social sustainability: defining terms, focusing interest. Global Packaging Research”, The International PackagingResearch and Education Newsletter, Vol.10, 4–5.

19.JedlickaW., )2009(,“PackagingSustainability:Tools,SystemsandStrategiesforInnovativePackageDesignJohnWiley&Sons, Inc”, Hoboken, NJ.

20.Bickerstaffe, J., )2000(.“Communicating with consumers about packaging. In Packaging Policy and the Environment”, Levy GM (ed.), Aspen Publisher, Inc, Gaithersburg, MD, 102–113.

21.Carroll J., (March 2009).“The ‘S’ wordandpackaging. Pulp&PaperInternational (PPI)”,Vol. 49(4): 40. ABI/INFORM Global (Document ID: 1267756621)

22.Packaging Strategy., )1996(, “Winning the Consumer, Technomic Publishing Company Inc”, Lancaster, PA, 153–175.