Packaging as a tool for influencing consumers in the food products market

Abstract

PURPOSE: Consumer behavior is of interest to many scientific disciplines, resulting in a wide variety of research areas. However, the topic of the impact of packaging on consumers’ purchasing decisions requires further research. This study attempts to supplement the current state of research in this area. Additionally, the aim was to formulate key recommendations for companies regarding the use of packaging in their marketing policies.

DESIGN/METHODOLOGY/APPROACH: Empirical research using the survey method was conducted among residents of the Lubuskie Voivodeship. The selection of respondents was random. In the research process, 541 questionnaires were collected, 500 of which were subjected to further analysis due to correct completion.

FINDINGS: The conducted research shows that consumers attach the greatest importance to the material from which the packaging is made when choosing packaging. As for the information on the packaging, consumers pay attention to the following: price first, followed by the list of ingredients with their nutritional value, and thirdly, the expiration date. The study also showed that if respondents have the option, more than half of the respondents choose products in eco-friendly packaging.

PRACTICAL IMPLICATIONS: The presented research is of great importance for practice. The article presents the impact of packaging on consumers’ purchasing decisions. Additionally, it addresses attitudes towards current environmental pollution issues, showing consumers’ attitudes towards eco-friendly packaging and, thus, towards environmental issues. The conclusions from the research may be significant for food producers and suppliers.

ORIGINALITY/VALUE: The article presents the impact of packaging on consumers’ food purchasing choices, which translates into the state of the natural environment. Additionally, recommendations for companies regarding the use of packaging in their marketing policies are formulated.