Articlegold2020

Investigating Food Packaging Elements from a Consumer’s Perspective

Ageliki Konstantoglou · Dimitris K. Folinas · Thomas A. Fotiadis

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Consumer Packaging Perceptions and Trends Consumer Behavior and Marketing Influence Consumer Attitudes and Food Labeling

Abstract

This study aims to identify and evaluate packaging elements in the food industry, taking into account various business areas/disciplines. The research was conducted with a sample of 1219 customers. An initial pool of 43 packaging items was developed, aiming to examine the elements that have a relationship with consumer behavior in buying food products. Exploratory factor analysis (EFA) was conducted on a random split-half sample of the data to examine the factor structure of these elements in the general population. Confirmatory factor analysis (CFA) was conducted in the holdout sample. The EFA of the packaging items resulted in seven factors: (1) Informational content, (2) Content protection and recognition, (3) Smart functioning, (4) Geometry, (5) Environmental friendliness (6) Endurance, and (7) Coloration. The CFA in the holdout sample supported this factor structure. The findings are informed by the consumer attitudes and predispositions towards packaging, thus having useful managerial applications.

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References

2012lavaan : An R Package for Structural Equation Modeling 2007The importance of packaging attributes: a conjoint analysis approach 2014A Comparison of Diagonal Weighted Least Squares Robust Estimation Techniques for Ordinal Data 2004Packaging and purchase decisions 2010Maximum Likelihood (ML) and Diagonally Weighted Least Squares (DWLS) Estimation Procedures: A Comparison of Estimation Bias with Ordinal and Multivariate Non-Normal Data 2006Dimensions of environmentally sustainable innovation: the structure of eco‐innovation concepts 2009Packaging design: creating competitive advantage with product packaging 1996Packaging, marketing, logistics and the environment: are there trade‐offs?

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