Study On Green Packaging Design For Brand Specialty Hypermarkets

With the rapid growth of industries and economies of scale in an increasingly globalized world, the concepts of environmentally conscious resource management is becoming increasingly popular. One such concept drawing growing attention all over the world is green packaging design. In the case of multinational corporations, green design has been gradually taking a significant role in international trading activity, bringing competitive advantage to those who have taken lead on this issue. In the packaging industry, transition to green packaging design is seen as inevitable. Recognizing such a trend, this paper discusses a research conducted on the topic of Green Packaging Design which was based on theoretical studies, a case study, and analysis of first hand information.This paper first discusses the historical background and characteristics of brand specialty hypermarket. After understanding the design principles of green packaging, and analyzing them with respect to the ideas of global supply chain, a new concept of green packaging is developed which takes into account environmental, economic, and cultural factors of international trade.Next, observations collected from a focus group study are analyzed for the purposes of understanding the consumer demand in the market. The discussion reveals that the requirements of brand specialty hypermarket are derived from the demand of customers. In lights of this, a methodology of design is suggested using the newly developed concept of green packing, and focusing on lowering cost of packaging, improving structure of packaging, utilizing environmentally friendly material, extending functionality of packaging, and adding personality to packaging.Furthermore, based on the author's internship experience at the headquarters of Decathlon Group, the paper also discusses the topics of feasibility of employing green packaging design in brand specialty hypermarket, and its social and economic implications.Lastly, an approach of adapting the green packaging design concept developed in this study is recommended to Chinese designers so that a new level of innovation oriented growth in the design industry is achieved sooner than later.