Purpose

Research has largely disregarded consumer–packaging interaction in contexts other than retail. Focusing on the powerful cue of colour and consumers’ pleas for sustainability and drawing on the customer journey and moments of consumption, this study investigates how packaging colour meanings are redefined from retail to home and how the meaning of sustainability for colour transforms.

Design/methodology/approach

A qualitative methodology was employed with 27 informants, who were interviewed in pairs or in small groups of three.

Findings

First, colour meanings emerge outside the retail context, confirming the idea of the packaging journey. Colours are dynamic, as meanings are redefined throughout the voyage. In retail, colour conveys brand, product, environmental and origin-related meanings, while at home it conveys product, food- and health-related meanings. At the end of the journey, colour communicates disposal, environmental, health and origin-related meanings. Second, the meaning of sustainability for colour transforms during the voyage from being conveyed by a colour hue to being perceived as a material and, therefore, as a waste and recycling concern.

Originality/value

The study adds insight into the role of colour in the packaging life cycle, wherein colour transforms from a visual packaging cue to an issue of materiality. The recyclability of colours is a prevailing sustainability issue that deserves attention within the packaging industry. The study argues that although the consumer–packaging interaction in the retail context is essential, managers should recognise that the interaction continues with colours from in-store purchase decisions to consumers’ homes (use and recycling).

目的

研究在很大程度上忽视了零售以外环境中消费者与包装的相互作用。本研究着眼于色彩的强大暗示和消费者对可持续性的诉求，并借鉴顾客旅程和消费时刻，研究了包装色彩含义如何从零售到家庭重新定义，以及色彩可持续性的含义如何转变。

设计/方法论/途径

对 27 名知情人采用了定性方法，他们以两人一组或三人一组的形式接受采访。

发现

首先，颜色含义出现在零售环境之外，证实了包装之旅的理念。颜色是动态的，因为含义在整个航程中被重新定义。在零售业，颜色传达品牌、产品、环境和原产地相关的含义，而在家居中，颜色传达产品、食品和健康相关的含义。在旅程的最后，颜色传达了处置、环境、健康和原产地相关的含义。其次，色彩可持续性的含义在航行过程中从通过色调传达转变为被视为一种材料，因此被视为废物和回收问题。

原创性/价值

该研究深入了解了颜色在包装生命周期中的作用，其中颜色从视觉包装提示转变为实质性问题。颜色的可回收性是包装行业中普遍存在的可持续发展问题，值得关注。该研究认为，尽管零售环境中消费者与包装的互动至关重要，但管理者应该认识到，从店内购买决策到消费者家庭（使用和回收），颜色的互动仍在继续。

目的

研究在很大程度上忽视了零售以外环境中消费者与包装的相互作用。本研究着眼于色彩的强大暗示和消费者对可持续性的诉求，并借鉴顾客旅程和消费时刻，研究了包装色彩含义如何从零售到家庭重新定义，以及色彩可持续性的含义如何转变。

设计/方法论/途径

对 27 名知情人采用了定性方法，他们以两人一组或三人一组的形式接受采访。

发现

首先，颜色含义出现在零售环境之外，证实了包装之旅的理念。颜色是动态的，因为含义在整个航程中被重新定义。在零售业，颜色传达品牌、产品、环境和原产地相关的含义，而在家居中，颜色传达产品、食品和健康相关的含义。在旅程的最后，颜色传达了处置、环境、健康和原产地相关的含义。其次，色彩可持续性的含义在航行过程中从通过色调传达转变为被视为一种材料，因此被视为废物和回收问题。

原创性/价值

该研究深入了解了颜色在包装生命周期中的作用，其中颜色从视觉包装提示转变为实质性问题。颜色的可回收性是包装行业中普遍存在的可持续发展问题，值得关注。该研究认为，尽管零售环境中消费者与包装的互动至关重要，但管理者应该认识到，从店内购买决策到消费者家庭（使用和回收），颜色的互动仍在继续。