DESIGN AND COMMUNICATION OF ECOLOGICAL CONTENT ON SUSTAINABLE PACKAGING IN THE YOUNG CONSUMERS’ OPINIONS

Many companies today have noticed the growing sensitivity of consumers to social problems, reflected by their interest in environmental concerns, e.g. the usage of sustainable packaging materials that are eco-friendly and safe for consumers and the environment. Producers seek, often based on intuition rather than knowledge, eco-arguments for their packaging in order to affect the perceptions of buyers and influence their behaviour. Creating an effective design and content for environmental messaging on sustainable packaging may be a significant element in building a competitive advantage for both product and brand. Therefore, the main objective of this paper will be to answer the following questions: What content do consumers expect for ecological messages on packaging? Which attributes of sustainable packaging have a positive impact on consumer behaviour? In what ways are consumers’ purchasing intentions based on sustainable packaging? To answer these questions the results of research conducted among Polish and French students will be presente