SUSTAINABLE DESIGN ON PACKAGING: A CASE STUDY IN A CHINESE TOWN

Packaging waste has become a significant problem in China. The paper stems from growing awareness of packaging and environmental protection. To explore the perception of Chinese consumers on packaging and sustainability, the research takes Wuzhen as a case, based on the economic situation, industrial advantages and potential for implementing sustainable measures. It also investigates the current situation of packaging design in the town. By using empirical analysis in the form of questionnaire and semi-structured interview, the survey was carried out from three aspects: tourist attitude towards shopping products in Wuzhen, tourist perceptions of packaging characteristics, tourist perceived importance of sustainable. In the end, the paper discusses the packaging design of Wuzhen from the perspective of materials, function and design. This research is aimed to explore Chinese consumers' views of packaging and environmental sustainability and provide insights to the packaging industry to further enhance the effectiveness of environmentally packaging.