효과적인 패키징 순환 디자인 방법 연구 -커피 브랜드의 ESG 경영을 중심으로-

초록

This study focuses on sustainable packaging design in coffee brands guided by ESG principles, aiming to explore how circular design strategies can achieve both environmental protection and user co-creation throughout the product lifecycle. Taking Saturn bird Coffee, Starbucks, and Nespresso as case studies, key design elements were extracted across three dimensions: product, service, and communication. A user survey was then conducted to evaluate the alignment between these design elements and user needs. The findings indicate that convenience, visualization, and incentive mechanisms are crucial in enhancing user participation, while system transparency and effective communication play vital roles in building user trust. Based on these insights, the study proposes a user-centered ESG packaging design framework that emphasizes experiential sustainability, offering empirical support and design implications for future sustainable strategies in the coffee industry.

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