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Article
Publication date: 1 October 2005

Aziz Ahmed, Naser Ahmed and Ahmed Salman

This paper aims to examine salient issues in the packaged food business with special focus on packaging and its crucial role covering food marketing, best practices in the…

11867

Abstract

Purpose

This paper aims to examine salient issues in the packaged food business with special focus on packaging and its crucial role covering food marketing, best practices in the food and drinks industry, product innovation, food safety and quality, food supply chain management and emerging trends.

Design/methodology/approach

Phenomenological research has raised awareness and increased insight into critical issues in the packaged food business. The approach is based on observation of the business environment, online research, a close watch on British food industry, analysis of papers in journals, and brainstorming with co‐researchers for four years.

Findings

The research has found that the key trends fostering growth in developed packaged food markets are convenience, functionality and indulgence. The real value of packaging is that the package is an integral part of the product today. Besides, food products frequently require the general marketing approaches and techniques applied to the marketing of other kinds of products and services. In addition, for the food industry to improve further, it needs to adopt the best practices shown in this research paper. Moreover, while going for product innovation, some critical success factors must be taken into account. Furthermore, the objective of all quality assurance systems exercised by food manufacturers and processors, is to produce safe products that comply with manufacturers' specifications, including the requirements established by governments. On top of that, the companies that are the most progressive in the management of the supply chain are expected to be the most successful and profitable. Last, but not least, companies should look forward to emerging trends for business success. All these critical issues must be observed in a packaged food business for superior performance.

Research limitations/implications

Company surveys have not been performed due to the limited access of the research to well‐developed Western food markets. Hence, company surveys may be the next step to further identify critical issues in the packaged food business from the perspective of existing corporations.

Originality/value

This paper offers a holistic view that would guide a reader to identify critical issues in packaged food in existing or new businesses.

Details

British Food Journal, vol. 107 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 28 June 2019

Guowei Zhu, George Chryssochoidis and Li Zhou

This paper aims to address how adding food ingredients to a packaged base food affects consumers’ calorie estimation of the new augmented product.

Abstract

Purpose

This paper aims to address how adding food ingredients to a packaged base food affects consumers’ calorie estimation of the new augmented product.

Design/methodology/approach

The four performed experiments and analyses of variance demonstrate an underlying psychological mechanism, explained below.

Findings

Results show that the healthiness of the added food ingredient (AFI) does not matter if the base food is healthy, and consumers’ calorie estimates of the augmented packaged food product are accurate. When, however, the food base is unhealthy, and the AFI is healthy, consumers underestimate the new product calories. This underestimation effect increases further when the healthy ingredients multiply. This underestimation effect endures when these ingredients are presented in a visual form, but it becomes smaller when these ingredients are presented in a verbal form. A justification mechanism is relevant.

Research limitations/implications

Further research should test across the broader range of the food product matrix. There is a great diversity of AFI presentations, and further research may deal with the impact of AFIs of these different forms on consumers’ calorie estimation and healthiness perceptions. Research may also test sensory-arousing mechanisms that can help understand how consumers perceive the calories of the augmented food.

Practical implications

The findings suggest that consumers should be cautious of the judgment bias caused by the presence of an AFI on food packages and raise their awareness regarding nutrition implications and dietary effects. From the perspective of food manufacturers, although adding healthy AFIs to unhealthy base foods may increase consumers’ purchase intention and bring higher profits, it may not be sustainable as a marketing strategy in the long term and has immediate ethical implications.

Social implications

Policymakers should introduce voluntary schemes to monitor and restrict the improper presentation of AFIs, aiming to rule out the abuse of healthy AFIs on unhealthy packaged food.

Originality/value

This work offers three major original and valuable contributions. It explains the effects of AFIs on calorie estimation and consumer healthiness perceptions in a context not studied before, namely, packaged food products. Next, it advances the literature on consumer judgment error and heuristics concerning product package attributes. As adding ingredients is integral to product line extension decisions, the results also clarify how marketing can safeguard firm social responsibility in combating obesity.

Details

European Journal of Marketing, vol. 53 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 25 May 2021

Carmela Donato, Ada Maria Barone and Simona Romani

This research investigates the influence of package sustainability on food satiation perception.

1976

Abstract

Purpose

This research investigates the influence of package sustainability on food satiation perception.

Design/methodology/approach

Research hypotheses were tested through three experimental studies.

Findings

Three experimental studies show that food quality is associated to higher perceived food satiation (preliminary study); that a food packaged in a sustainable package is perceived as more satiating than the same food packaged in a non-sustainable package and that this effect is explained by the higher perceived quality triggered by the presence of a sustainable package (Study 1); and that the positive relationship between higher perceived quality and perceived satiation is verified only for healthy but not for unhealthy foods (Study 2).

Originality/value

The present research advances knowledge on the highly debated issue of sustainable food packages. By proposing that consumers might perceive a healthy food presented in a sustainable package as more satiating, the authors show another extrinsic packaging cue modifying consumers' perception, namely package sustainability.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 August 2004

Pinya Silayoi and Mark Speece

The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus…

35872

Abstract

The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding of consumer response to packaging elements.

Details

British Food Journal, vol. 106 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 30 October 2020

Sofia Almeida Costa, Sofia Vilela, Daniela Correia, Milton Severo, Carla Lopes and Duarte Torres

This study aims to evaluate in the Portuguese population the consumption of packaged food (PF) vs non-packaged food, the associated factors and to estimate the…

Abstract

Purpose

This study aims to evaluate in the Portuguese population the consumption of packaged food (PF) vs non-packaged food, the associated factors and to estimate the contribution of specific food groups to the use of packaging materials.

Design/methodology/approach

A representative sample of the population was evaluated within the National Food, Nutrition and Physical Activity Survey 2015–2016 (n = 5,811, 3 months-84y). Dietary data were collected by two non-consecutive food diaries (children) or 24-h recalls, using a software program which integrates FoodEx2—Food classification system. Food packaging materials were measured according to the amount of PF by linear regression. The results were analyzed considering the distribution of the Portuguese population.

Findings

The reported amount of PF was 1,530 g/person/day (57%), in which PF in plastic was the most reported (69%), mainly associated with “Non-alcoholic beverages” (38%). “Fruit and vegetables” food group is most frequently reported without a package (35%). Men consumed significantly more quantity of PF for all materials, excepted for “paperboard/paper”, but also significantly more quantity of food without a package (β = 135.3 [95%IC: 63.7; 207.0]). Children and adolescents consumed more quantity of PF in multilayer materials (β = 177.8 [95%IC: 154.8; 200.9]) and significantly less quantity of food without a package (β = −343.8 [95%IC: −408.9; −278.6]). Also, more educated people consume more food without a package (β = 106.9 [95%IC: 33.2; 180.7]).

Originality/value

The Portuguese population presents a large consumption of PF. Male population and adults were identified as groups with higher consumption of PF.

Details

British Food Journal, vol. 123 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 16 March 2021

Francesca De Canio, Elisa Martinelli and Emiro Endrighi

Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option…

4318

Abstract

Purpose

Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental concern moderates the role played by external factors – preference towards sustainable retailers and trust in sustainable producers – in determining consumer purchase intentions for sustainable packaged foods. Consumer involvement in eco-friendly labels, increasingly present in food packages, is investigated as indirectly impacting pro-environmental purchase intentions.

Design/methodology/approach

An online survey administered to a sample of Italian food shoppers is used for the empirical analysis. A total of 278 structured questionnaires were modelled using a structural equation modelling approach.

Findings

Findings show that producers and retailers' policies in favour of sustainability are key in determining consumers' sustainable purchase intentions. Further, coherent uses of labels and logos in light of sustainability can support consumer purchase decisions. Relevant is the influence played by the environmental concern in both supporting pro-environmental purchase intentions and in amplifying the trust in sustainable producers-purchase intentions path.

Originality/value

This study contributes to the literature on sustainability showing how producers and retailers may together influence consumers' pro-environmental purchase intentions. Findings extend the retail literature on the impact of producers and retailers' policies on consumers' sustainable purchases. Further, environmental concern is investigated in its moderating role on the impact of external factors on consumers' pro-environmental purchase intentions.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 18 May 2010

M.F.F. Poças, J.C. Oliveira, H.J. Pinto, M.E. Zacarias and T. Hogg

The purpose of this paper is to describe a pilot study characterizing the domestic usage of food packaging (amount and type) at the household level.

1214

Abstract

Purpose

The purpose of this paper is to describe a pilot study characterizing the domestic usage of food packaging (amount and type) at the household level.

Design/methodology/approach

Collection and detailed characterization is carried out, from a sample of Portuguese consumers, of packages used at home during a seven‐day period.

Findings

The daily intake of domestically consumed, packaged food ranged from 5 to 50 g/kgbw. The average intake value for children below 12 years old was 26 g/kgbw. Considering all packaging materials, package usage ranged from 0.1dm2/day.kgbw to 0.6dm2/day.kgbw. Packaging usage factors and food‐type distribution factors for each packaging material were estimated.

Research limitations/implications

The period of packaging collection and the size of the sample limit the degree of generalized conclusions that can be drawn.

Practical implications

The data collected are the base for the development of a framework and could make an important contribution to the assessment of consumer exposure to substances migrating from packages into food, in this case of the Portuguese consumer.

Originality/value

The results achieved are analysed in relation to the current assumptions made for the safety assessment of materials in the relevant European legislation. Furthermore, the results achieved can be used in a probabilistic approach to these assessments as the distributions of values, and not only the per capita values, are known.

Details

British Food Journal, vol. 112 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 November 2017

Nazlida Muhamad, Vai Shiem Leong and Normalisa Md Isa

This paper aims to model consumers’ decision to use halal logo on packaged food products. The model primarily tests the importance of country of origin (COO) of a halal…

1442

Abstract

Purpose

This paper aims to model consumers’ decision to use halal logo on packaged food products. The model primarily tests the importance of country of origin (COO) of a halal logo as an indicator for assessing credibility of a halal logo, and its relevance in consumers’ decision to use the logo in packaged food purchase.

Design/methodology/approach

A data set from a survey of 559 respondents from two countries was used to test eight hypotheses that were developed based on a modified theory of planned behaviour framework, using partial least squares procedures.

Findings

Halal certification logo was found to have COO effect on consumers’ evaluation during purchase decision of food items. Consumer uses information on the COO of a halal logo to assess the logo’s credibility in delivering the halal food standard. The construct, along with the constructs of religiosity and its interaction terms, subjective norms and attitude, explains consumers’ intention to consider the halal logo during packaged food purchase.

Research limitations/implications

Generalization of the findings is limited to the packaged food industry and to the consumer groups surveyed in the two countries.

Practical implications

There is a need for marketers to recognize Muslim consumers’ sensitivity towards the origin of a halal logo in choosing the right logo for their products. Logo certifiers may want to consider adopting marketing strategies to market their certification as a credible marker of a halal food standard.

Originality/value

The effect of COO of halal logo and its influence on consumers’ decision to use the logo in purchase decision are new to the literature.

Details

Review of International Business and Strategy, vol. 27 no. 4
Type: Research Article
ISSN: 2059-6014

Keywords

Article
Publication date: 11 November 2019

Samuel Ayofemi Olalekan Adeyeye

Nanotechnology as an emerging area if adequately harnessed could revolutionise food packaging and food processing industry worldwide. Although several benefits of…

1104

Abstract

Purpose

Nanotechnology as an emerging area if adequately harnessed could revolutionise food packaging and food processing industry worldwide. Although several benefits of nano-materials or particles in food packaging have been suggested, potential risks and health hazards of nano-materials or particles are possible as a result of migration of their particles into food materials. The purpose of this review therefore assessed nanotechnology and its applications in food packaging, consumer acceptability of nano-packaged foods and potential hazards and safety issues in nano-packaged foods.

Design/methodology/approach

This review takes a critical assessment of previous literature on nanotechnology and its impact on food packaging, consumer health and safety.

Findings

Applications of nanotechnology in food packaging could be divided into three main divisions: improved packaging, which involves mixing nano-materials into polymers matrix to improve temperature, humidity and gas barrier resistance of the packaging materials. Active packaging deals with direct interaction between nano-materials used for packaging and the food to protect it as anti-microbial or oxygen or ultra violet scavengers. Smart packaging could be used to sense biochemical or microbial changes in foods, as well as a tracker for food safety, to prevent food counterfeit and adulteration. The review also discussed bio-based food packaging which is biodegradable. Bio-based packaging could serve as veritable alternative to conventional packaging which is non-degradable plastic polymers which are not environmental friendly and could pose a threat to the environment. However, bio-based packaging could reduce material waste, elongate shelf life and enhance food quality. However, several challenges are envisaged in the use of nano-materials in food packaging due to knowledge gaps, possible interaction with food products and possible health risks that could result from the nano-materials used for food packaging.

Originality/value

The increase in growth and utilisation of nanotechnology signifies wide use of nano-materials especially in the food sector with arrays of potential benefits in the areas of food safety and quality, micronutrients and bioactive ingredients delivery, food processing and in packaging Active studies are being carried out to develop innovative packages such as smart, intelligent and active food packaging to enhance effective and efficient packaging, as well as balanced environmental issues. This review looks at the future of nano-packaged foods vis-à-vis the roles played by stakeholders such as governments, regulatory agencies and manufacturers in looking into consumer health and safety issues related to the application of nano-materials in food packaging.

Details

Nutrition & Food Science , vol. 49 no. 6
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 20 November 2007

Pinya Silayoi and Mark Speece

The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals…

32517

Abstract

Purpose

The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response to their packages. this paper aims to investigate this issue.

Design/methodology/approach

The paper examines these issues using a conjoint study among consumers for packaged food products in Thailand, which is a very competitive packaged food products market.

Findings

The conjoint results indicate that perceptions about packaging technology (portraying convenience) play the most important role overall in consumer likelihood to buy.

Research limitations/implications

There is strong segmentation in which packaging elements consumers consider most important. Some consumers are mostly oriented toward the visual aesthetics, while a small segment focuses on product detail on the label.

Originality/value

Segmentation variables based on packaging response can provide very useful information to help marketers maximize the package's impact.

Details

European Journal of Marketing, vol. 41 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 24000