| Abstract |
| This study aims to examine the difference in purchase preference by package design color and graphic image in the dimension of consumer`s general and environment-friendly attitude and purchase intention. To achieve the objective, this study sorted laundry detergents by color and graphic image (presence or non-presence) into 4 types of stimuli of laundry detergent package for empirical study. The key findings of the study are as follows. First, it turned out that green color and the presence of graphic image played an important role for the purchase intention of consumers who think of the package color as important factor. Second, the study showed that that the package without graphic image played an important role, regardless of color, for the purchase intention of consumers who think of the presence of graphic image as important factor. Third, it turned out that color preference to environment-friendly laundry detergent packaged varied by age group. These findings are expected to provide both theoretical and practical insights in industries related to environment-friendly laundry detergent and also to be used as a useful base data to establish a strategy of to environment-friendly laundry detergent in future. |
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| Key Words |
| 패키지 디자인, 소비자 태도, 친환경 세탁세제, Package Design, Eco-friendly Laundry Detergent, Consumer Attitude |
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