Markkinoinnin ja viestinnän yksikkö, 2019
Markkinoinnin johtamisen maisteriohjelma
Environmental responsibility is a trend that is reflected in the activities of many stakeholders. At the same time, the role of packaging, and in particular the evaluation of packaging materials, has become a key issue. The purpose of this study is to understand how eco-packaging design can be used to embody the brand image the company seeks. The study looks at both, the company and the consumer perspective, as it is essential to find similarities and differences within and between the target groups concerned. The study also seeks to see whether ecological packaging is a more permanent element than a passing megatrend. Research uses a qualitative phenomenologic-hermeseutic method that seeks specifically to find subjective views on the subject. The method used in the research is interviews to obtain in-depth responses that are analyzed by content analysis.
The first objective of this study is to understand how ecological packaging design can be defined. Based on literature, the elements of ecological packaging can be divided into two groups according to different criteria or they can be seen as a multisensorial entity. In the case of brands, it is important to take into account, in the focus on packaging, that there is no one-size-fits-all definition, but the elements that are suitable for the packaging should be defined case by case.
The second objective is to investigate how companies can communicate about ecological activities as part of their brand identity. In the theory chapters, the issue has been approached in the form of creating a brand story, which, e.g. can be used to embody the company's branding for consumers through physical elements. Theoretically, communication tools have been identified that can be used to effectively communicate brand responsibility to the consumer. Empirical findings show that consumers' attitudes towards supporting responsible brands are constantly on the rise and that it is important for them that brands show that they are genuinely responsible actors.
The third objective is to illlustrate a framework, which presents the connections between ecological appearance and branding in the concept of packaging design. As the study approaches two target groups, as well as the "owner" of the brand identity and the "recipient", consumer, it was considered necessary to create a framework that presents the different message formats that can be communicated through packaging design to the recipient. The developed model aims to provide tools for brands to enhance their own responsible brand image, and to find packaging elements that can be used to create effective packages as brand-supporting elements.
Packaging design, environmentally friendly packaging, brand image