과실 유통 안전성을 위한 일체형 난좌 및 포장디자인에 대한 연구-포장디자인이 구매의도에 미치는 영향을 중심으로-

Today is the time that agricultural products need a brand strategy based on the quality. At the stage of the product selection, consumers make a decision of purchase by the design of packaging that contains products, rather than products themselves. At the interface with consumers, the packaging design affects the consumers’ purchasing power positively and raise the level of the satisfaction of products, thereby playing a role of determining the price of products. In this study, the integrated setter tray packaging box has been developed in consideration of the safety and aesthetics of fruit packaging, and whether the developed packaging box would affect consumers’ attitude and purchasing intention was analyzed. In order to investigate the reaction of consumers, the research models were built based on pattern language and visual language, respectively, and the cross analysis for the consumers’ preference for the aforementioned packaging design was performed. The analysis indicated that both the developed box design and the consumers’ attitude had a positive impact on consumers' purchasing intention. This study suggested that the improvement in the setter tray type structural packaging could empower the fruit brand strategy by the packaging improvement for the premium class specialized products. Moreover, it was suggested that such design improvement could achieve the competitiveness of products and the resolution of the problem of excessive packaging of fruits as well as the safety on distribution, thereby eventually resulting in contribution to tackling the problems of social processing costs and environmental issues.