This paper describes an empirical study to determine the influence of specific design elements of sustainable packaging on consumer behaviour during purchase and recycling. Existing studies show that the visual appearance of packaging design influences the behaviour of consumers. The results of this study show that decisions made by consumers regarding the packaging are mostly based on graphics and to a lesser extent on information and form. Furthermore, a sustainable form and information regarding sustainability also have the highest utility, which indicates that these cues are able to trigger a higher buying intention. According the results on recycling behaviour, it is unclear if recycling logos and a stimulating text have an impact on recycling intention of consumers.

Innovation, branding, and design are known to affect corporate success, but their interplay is not yet well understood. Companies need to take risks in developing new product innovations, whereas an established brand can serve as a familiar base to create recognition. However, designers are facing a serious challenge. Researchers in both fields study the existing world through abstract theories and "rules", instead of showing how to use these theories in practice. This study focuses on the relation between brands and innovations from a design perspective to create successful brand extensions. Gaining knowledge about the level of newness (novelty), level of familiarity (typicality), fit with the parent brand (brand fit), and expected market success (EM success), will support designers to create successful brand extensions. The study discusses 81 designs of snow scooters designed by students and evaluated by 47 experts by means of a quantitative and qualitative analysis. A multiple linear regression analysis is performed to show if brand fit, typicality, novelty, and (typicality × novelty) has an impact on the expected market success. The analyses demonstrate a significantly positive effect of brand fit on the expected market success (p < .01). While the single effects of typicality and novelty were non-significant, the interaction between typicality and novelty showed a significant linear relationship on the expected market success (p < .05). The results show the importance of the muchinvestigated balance between typicality and novelty, where brand fit seems to act as the suppressor for novelty and may be called brand typicality.

This study addresses the synthesis of sustainability-related considerations in packaging design curricula by means of educational interventions. The core of the research revolves around an educational module for students in packaging design and development. This research targets the current late-stage integration of sustainability considerations in product-packaging development processes. The combination of the front-end involvement of sustainability considerations with the focus on educational interventions in product-packaging development is lacking in currently available research. The educational interventions which are tested in representative educational environments-as presented in this article-address the required focus on the balance in decisions and criteria, trade-offs, and team dynamics within multidisciplinary product-packaging development teams. The educational framework targets five perspectives of packaging sustainability:(1) managerial decision making, (2) life cycle assessment (LCA), (3) consumer purchase behavior, (4) recycling efficiency and effectiveness, and (5) plastic recycling chain redesign. This research's main contribution is bridging the gap between implementing new scientific insights in the field of sustainable packaging from various perspectives, and practicing by applying the relevant knowledge in this field, by means of a design synthesis approach. This research derives findings from both an extensive introspective analysis and expert analysis of the results of the educational module.Sustainability 2019, 11, 21 2 of 37 by existing packaging. However, if we really want to address this problematic development, we need to tackle the roots of the problem, focusing on developing more sustainable product-packaging combinations. We speak of product-packaging combinations, because the packaging is in the service of the product within the complete supply chain and provides more than just the function of protecting the content, but also informing about and transporting the product [6][7][8][9].In current product-packaging development processes, sustainability considerations are mainly tackled at the end of the design process, implementing minor changes in the product design, that lead to only negligible effects on the environmental burden. This approach is known as eco-efficiency [10]. However, recent years have shown an increased interest in continuous material cycles, in which materials can be recycled without loss of quality, like Cradle to Cradle [11,12] and the concept of the circular economy [10]. These approaches can be explained as eco-effectiveness.Incorporation of sustainability considerations in an early stage of the product development process will be crucial to create more eco-effective product-packaging solutions. Furthermore, when implementing sustainability at an early stage, the early-stage environmental lock-in is key [3]. In other words: the probability of creating more eco-effective sustainable product-packaging combinations will be higher when we start thinking about su...

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