Package Design - November 2013 - 34

2013 PackagINg Survey

Green Packaging and the
Generational Divide
Eco and natural product and package design can delight consumers-
if you understand your brand's target market.
By Lena Lam and Reggie Ogoe

T

he drive for package innovation has collided
with Americans' desire to be eco-friendly. To
further understand the nature of this interplay, Package Design magazine reached out to us,
Vision Critical, to collaborate on an analysis of ecofriendly package design and what it means to
consumers.
We used our proprietary online panel, Springboard America, and its fully integrated suite of
research and technology solutions to study consumer attitudes, trade-off behavior and purchase
intent concerning various types of eco-friendly packaging. By asking consumers a series of upfront questions-developed in collaboration with Package

32

NOVEMBER 2013

Design magazine-a baseline level of understanding
for consumer perception concerning eco-friendly
package design across these categories was established. To help remove biases based on brand equity,
we included brands of varying popularity and preconception-Coca-Cola and Pepsi for soda, and
Bear River Valley and General Mills for cereal.
"Knowing Rich Rizzo's [vice-president of Consumer Insights for Vision Critical] strong background in research and retail, I wanted to work
together to deliver research for our readers that
would specifically address their concerns as
designers and brand managers," says Linda Casey,
editor-in-chief of Package Design magazine.



Package Design - November 2013

Table of Contents for the Digital Edition of Package Design - November 2013

Package Design - November 2013
Contents
Editor’s Letter
Front Panel
Snapshots
The Look of NOW
Hope in Haiti
For the Win
Design Tech Products: Eco Materials and Software
Green Packaging and the Generational Divide
Product Focus: Package Components
Index of Advertisers
Datebook
Field Notes
Package Design - November 2013 - Intro
Package Design - November 2013 - BB1
Package Design - November 2013 - BB2
Package Design - November 2013 - Package Design - November 2013
Package Design - November 2013 - Cover2
Package Design - November 2013 - 1
Package Design - November 2013 - Contents
Package Design - November 2013 - 3
Package Design - November 2013 - Editor’s Letter
Package Design - November 2013 - 5
Package Design - November 2013 - 6
Package Design - November 2013 - 7
Package Design - November 2013 - Front Panel
Package Design - November 2013 - I1
Package Design - November 2013 - I2
Package Design - November 2013 - 9
Package Design - November 2013 - 10
Package Design - November 2013 - 11
Package Design - November 2013 - Snapshots
Package Design - November 2013 - 13
Package Design - November 2013 - 14
Package Design - November 2013 - 15
Package Design - November 2013 - The Look of NOW
Package Design - November 2013 - 17
Package Design - November 2013 - 18
Package Design - November 2013 - 19
Package Design - November 2013 - Hope in Haiti
Package Design - November 2013 - 21
Package Design - November 2013 - 22
Package Design - November 2013 - 23
Package Design - November 2013 - For the Win
Package Design - November 2013 - 27
Package Design - November 2013 - Design Tech Products: Eco Materials and Software
Package Design - November 2013 - 29
Package Design - November 2013 - 30
Package Design - November 2013 - 31
Package Design - November 2013 - Green Packaging and the Generational Divide
Package Design - November 2013 - 33
Package Design - November 2013 - 34
Package Design - November 2013 - 35
Package Design - November 2013 - 36
Package Design - November 2013 - Product Focus: Package Components
Package Design - November 2013 - 38
Package Design - November 2013 - Datebook
Package Design - November 2013 - Field Notes
Package Design - November 2013 - 41
Package Design - November 2013 - 42
Package Design - November 2013 - Cover3
Package Design - November 2013 - Cover4
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