The users’ tendency to different packaging materials regarding to the type of product

Abstract

The most important role of packaging is protecting a product, but also stimulating purchasing decision. Products on store shelfs can often be found packaged in different materials, even when they are of the same net weight. This study investigated how different packaging materials affect purchasing decision. The aim was to evaluate the user’s tendency towards a particular packaging material in relation to its functionality and environmental protection. Test samples were three common powder products: instant coffee, cocoa and sugar. Respondents’ task was to select one of the following packaging materials: glass, tin and composite material for coffee; rigid and flexible plastics for cocoa and sugar. The results showed that the user’s tendency towards packaging material is influenced by packaging functionality. In addition, technical (protection, recyclability) and ergonomic (presence of the lid, easy to dose and reusability) attributes have found to be essential criteria for the choice of packaging. Furthermore, this study showed that customers are ecologically aware since they tend to re-use the packaging, thus enhancing environmental care.