CONSUMERS’ PERCEPTION ON THE SUSTAINABILITY IMAGE OF BOTTLED WATER PACKAGE

• Main Author: Gede Eka Yasa Utama Wibawa, I
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52949
• Institution: Institut Teknologi Bandung

Indonesian bottled water producers are increasingly making sustainable package amid environmental problem in using plastic. Those ‘sustainable’ packages are arguably swaying more on consumers’ perception and interests, despite other available ‘traditional’ and premium bottle packages. It is interesting to investigate actual consumers’ perception and interests when interacting with sustainable package design. Five readily available bottled water packages are selected as objects of research: Le Minerale bottle design (conventional), Aqua Reflection bottle design (premium), Aqua Life, Cleo Eco Green and Ades (Sustainable). A survei study was carried out using semantic differential questionnaire to identify consumers’ perceptual differences. 90 respondents were participated in the survei. Results indicate that there is significant perceptual differences on three types of bottled water package designs: conventional, premium, and sustainable. Those perceptual differences appear on attribute of package’s colors, images, materials, and forms. Overall, respondents are mostly having interests on packaging design of Aqua Reflection. It shows that premium packaging is deemed to carry ‘certain’ quality of being sustainable and therefore attract consumers’ attention. The study was also found that there exists correlation between consumer’s perception and interests. Their interest on packaging materials relates to the perception of design ‘newness’ and found to be influential toward consumer’s perception on sustainability