Citation Number
6
Views
57
Downloands
26
Ambalaj, ürünü koruma fonksiyonu yanında tüketiciye etki etmesi ve ürünü diğer ürünlere göre daha tercih edilir kılmasında önemli bir araçtır. Bu nedenle, ambalaj tasarımlarında müşteri için bir değer ifade edecek şekilde ve müşteriye fayda sağlaması amaçlanarak yapılan yenilikler, pazarlama çabalarına destek olma yanında işletmelerin rekabet avantajı sağlamasında da önemli bir araç olarak karşımıza çıkmaktadır. Önemli yenilik alanlarından biri de ileri dönüşümdür. İleri dönüşüm, ömrü biten ambalaja yeni bir işlev ekleyerek adeta ölümden sonra yaşam veren yeni bir yaklaşımdır. Bu çalışmada yenilik ve ambalaj tasarımında yenilik çerçevesinde ileri dönüşüm kavramı açıklanmış ve tüketicilerin ileri dönüşümlü ambalajlara yönelik tutumu ve satın alma niyeti ilişkisi analiz edilmiştir. 253 kişi üzerinde yapılan tanımlayıcı araştırma sonuçlarına göre; katılımcıların ileri dönüşümlü ambalajlara yönelik olumlu bir tutum gösterdiği ve çevreye ilişkin bilgi ve çevreye ilişkin kişisel değerlerin ileri dönüşümlü ambalaja sahip ürün satın alma niyeti arasında pozitif yönlü bir ilişki bulunduğu belirlenmiştir.
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 appears to be an important tool in providing competitive advantage for the 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.
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.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
Article Detail 
Citation Owners
Similar Articles
Download PDF
Journal Information
Listen Paper
Print This Page
Share
Mendeley
