 |
[email protected] |
 |
3275638434 |
 |
 |
| Paper Publishing WeChat |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Suimeng Qin
Albert Young Choi
Full-Text PDF
XML 293 Views
DOI:10.17265/2159-5542/2023.11.003
Hanyang University ERICA, Ansan, South Korea
Hanyang University ERICA, Ansan, South Korea
China, recognized as the world’s largest developing nation, displays considerably lower per capita consumption of dietary supplements in comparison to Asian nations such as Japan and South Korea. However, in recent years, there has been a substantial surge in health consciousness among the Chinese populace. This trend is not confined to the middle-aged and elderly; even younger consumer demographics are exhibiting increased health awareness. Consequently, the target demographic for dietary supplements is transitioning towards a younger demographic. Within the Chinese dietary supplement industry, vitamin C has consistently held the largest market share, commanding a broad consumer base. This underscores the substantial role of vitamin C in the dietary supplement sector. In response to the trend towards a younger target demographic in the dietary supplement industry, adjustments are required to accommodate the preferences of this younger consumer group. This research, guided by Norman’s emotional design framework, executed a survey of over 200 respondents to investigate the preferences of Generation Z consumers in China. The research encompassed packaging, product forms, and brand imagery, corresponding to the emotional design’s visceral, behavioral, and reflective layers, with a primary focus on optimally meeting the emotional needs of Generation Z. The findings indicated that consumers favor products in capsule form, packaged in zip-lock. The predominant color scheme is clean white, accented by vibrant orange elements, while emphasizing the product’s health and scientific attributes. This study offers valuable insights for the continued evolution of the vitamin C dietary supplement market in China.
Generation Z consumers, vitamin C products, emotional design
Psychology Research, November 2023, Vol. 13, No. 11
Adelson, B. (2010). The emotional design of everyday things: The 2006 Benjamin Franklin Medal in computer and cognitive science presented to Donald A. Norman. Journal of the Franklin Institute-Engineering and Applied Mathematics, 347(4), 681-687.
Chapman, J. (2009). Design for (emotional) durability. Design Issues, 25(4), 29-35.
Chaney, D., Touzani, M., & Ben Slimane, K. (2017). Marketing to the (new) generations: Summary and perspectives. Journal of Strategic Marketing, 25(3), 179-189.
Chang, L.-H., & Yen, C.-J. (2023). Discussion on the composition principles of packaging design. Art Vision Journal, 25(4), 95-103.
Chen, M.-L., & Kao, H.-C. (2011). The preliminary study on visual design of domestic dietary supplement. The Journal of Commercial Design, 15(1), 215-234.
Desmet, P. M. A., & Hekkert, P. (2009). Special issue editorial: Design & emotion. International Journal of Design, 3(2), 1-6.
Desmet, P. M. A. (2003). A multilayered model of product emotions. The Design Journal, 6(2), 4-13.
Dong, J. (2017). Interdisciplinary cross cultural research of packaging design. Design, 30(7), 46-47.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1984). Consumer behavior. New York: Dryden Press.
Gollo, S., Silva, A., Rosa, K., & Bottoni, J. (2019). Comportamento de compra e consumo de produtos de moda da geração Z. Brazilian Journal of Development, 5(9), 382-399.
Huang, M. J., & Hong, M. H. (2022). This paper discusses the effect of festival packaging on consumers’ purchasing intention from the perspective of emotional design—Take the packaging of Christmas snacks for example. Journal of Cagst, 2022(5), 383-395.
Liang, H. Y., & Zhuang, Y. B. (2019). Product packaging design based on emotional experience. Design, 32(15), 93-95.
Norman, D. A. (2004). Emotional design: Why we love (or hate) everyday things. New York: Basic Books.
Norman, D. A. (2005). Emotional design: People and things. Retrieved from https://jnd.org/emotional-design-people-and-things/
Ren, Z. Y. (2022). Research on brand experience design based on the consumer behavior of “Generation Z”. Jiangnan University. Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202301&filename=1022729715.nh
Sabir, S. S. (2020). Does product design stimulate customer satisfaction? Mediating role of affect. Asia Pacific Journal of Marketing and Logistics, 32(6), 1255-1268.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior. Hoboken: Prentice-Hall.
Wang, X. (2022). A report on nutritional consumption trends of Generation Z is released. Through the report, we can look at the nutritional consumption concepts of the post-95s generation. Xinhua. Retrieved from https://www.xinhuanet.com/food/20220518/11f1 c9de889e419db4fb40165b0761d0/c.html
Zhou, J., Pu, R. W., Zhang, Y., & Zipser, D. (2022). China’s Gen Z are coming of age: Here’s what marketers need to know. In Mckinsey China consumer report 2021 (pp. 139-147).
Zhao, X. Y., Yang, Y. Q., Wang, X., Chen, Y. X., & Ma, J. S. (2023). Statistical analysis and reflection of health food has been recorded in China from 2017 to 2022. Chinese Journal of Food Hygiene, 35(6), 884-891.