Do we all consider the same packaging elements as critical? Empirical findings from food product packaging

Volume 6, Issue 1, February 2021     |     PP. 1-24      |     PDF (1468 K)    |     Pub. Date: January 26, 2021
DOI: 10.54647/economics79202    198 Downloads     6053 Views  

Author(s)

A. Konstantoglou, Department of Production Engineering and Management, Democritus University of Thrace, Greece
T. Fotiadis, Department of Production Engineering and Management, Democritus University of Thrace, Greece
D. Folinas, Department of Supply Chain Management, International Hellenic University, Greece

Abstract
A cross-sectional survey was conducted from March to June 2019 of identifying and evaluating packaging elements of food products. A sample of 1,219 customers (657 women – 562 men) participated in the study. Based on a review of existing research, a pool of 43 packaging elements for food products was developed, aiming to examine the most important packaging elements that have a positive relationship on consumer behavior in buying food products. Hierarchical cluster analysis (HCA) and exploratory factor analysis (EFA) were conducted on a random split-half sample of the data to examine the factor structure of the 43 items in the general population. Confirmatory factor analysis (CFA) was conducted in the holdout sample. The HCA and EFA of the packaging items resulted in a seven-factor solution: (1) Informational content, (2) Content protection and recognition, (3) Smart functioning, (4) Geometry, (5) Environmental friendliness, (6) Endurance and (7) Coloration. CFA in the holdout sample supported this factor structure. It was found that sociodemographic factors such as gender, place of residence and age are related to the customer’s evaluation of a food item’s packaging. The findings of the present study are enlightened by the consumers’ attitudes and predispositions towards packaging, thus having possible managerial applications.

Keywords
Marketing, Package, Food Products, Consumer Behavior, Packaging Elements

Cite this paper
A. Konstantoglou, T. Fotiadis, D. Folinas, Do we all consider the same packaging elements as critical? Empirical findings from food product packaging , SCIREA Journal of Economics. Volume 6, Issue 1, February 2021 | PP. 1-24. 10.54647/economics79202

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