Search results

This paper aims to investigate the impact of consumers’ perception of usability of product packaging on impulse buying in terms of its shape, color, material, label and size.

A structural equation model was used for testing the conceptual model. The present research is an applied research and a descriptive survey. By using non-probability sampling, 388 customers of different malls in Shiraz City (Iran) were selected and surveyed by using questionnaires.

Results showed that appropriate material, shape and labeling of packaging have a significant positive influence on consumers’ perception of usability of product packaging, while color and size of packaging do not have an impact on consumers’ perception of a product usability. Moreover, results showed that consumers’ perception of the usability of packaging has a significant positive influence on impulse buying. Consumers’ mood and time pressure had also positive influence on impulse buying, but their moderating role in their influence of consumers’ perception on impulse buying decision was not supported.

Although this research contributes to the product management literature, it has some limitations. For instance, the research model was tested in only one city in Iran (Shiraz). Besides, it is specific to only two product categories and concentrates mainly on consumers’ mood and time pressure as moderating factors.

To the best of authors’ knowledge, this study is the first research which examines the structural relationship of packaging elements on consumers’ perception of reusability of packaging and impulse buying while considering consumers’ moods and time pressure as moderator variables.

The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging.

The study uses qualitative diary research (QDR). Ten seniors recorded all their experiences with packaging over a two-week period. Using a frame narrative that views ageing as multidimensional, diary entries uncover rich data that goes beyond physical age-related issues.

In addition to physical problems with packaging, older adults experience psychological frustration and feelings of alienation. Social implications of dependence on others are also discovered, despite many being purchasers of up-market luxury products.

The study is exploratory and due to its qualitative methodology findings cannot be generalised to the wider population. Nevertheless it provides a starting point for future research into packaging and senior consumers.

The study has implications for all managers who participate in planning and designing brand packaging and calls for them to work more closely with ergonomics and design professionals in order to better plan for the needs of a large and growing sector of the population.

Findings suggest that the basic need to feed oneself is hampered by some packaging, which of course is detrimental to the quality of life of older adults.

Few studies consider packaging and older consumers and this is particularly true in the marketing literature. This is the first study to use QDR in this context, and as such has several advantages over recall studies. The study also makes a contribution to knowledge pertaining to vulnerable consumers.

The purpose of this study is to explore the awareness, perception and attitude of consumers from Georgia toward smart, active and intelligent packaging of food products.

This study is based on a quantitative research method using a survey questionnaire tool to gather data from consumers in Georgia.

The scope of the sample is restricted to only one developing country. Yet, the research results are still significant in creating knowledge about innovative food packaging from different country contexts and to understanding the acceptance of intelligent active packaging by consumers.

Intelligent packaging facilitates companies with their sustainability efforts by reducing waste and environmental impact. It increases the desirability of products as responds to customer demands and leads to consumer satisfaction. Intelligent packaging can increase trust in bioproducts; for example, it is possible to track and check or monitor the origin of a product and prove that the product producer has really manufactured a bioproduct.

The study contributes to the discussion of the applicability and use of packaging with enhanced features in the food industry. In this respect, the performed pilot study fills the gap in the packaging literature by investigating consumers’ perspectives on intelligent packaging in Georgia – a non-EU, post-soviet, developing country.

This explorative paper aims to identify the dimensions of recalled consumption experiences involving packaging by means of interpretive analysis. Scholarly interest towards experiential aspects of consumption started in the beginning of 1980s.

The memory-based research materials were collected from 97 Finnish consumers within a two-day weblog session. The consumers were asked to describe personally meaningful packaging-related experiences and to submit a photograph of the relevant packages. The analysis focused on common dimensions associated with the described meaningful experiences.

The authors built a conceptual framework incorporating “nostalgic” and “accessible” experiences. The dimensions of nostalgic experience, which although anchored in the present can be re-lived only in the memory, include the involvement of key persons; the places and physical spaces in which the experience happened; and actions or practices involving packaging during an experience. Accessible experiences include the following dimensions: lasting product and packaging encounters; individual personal experiences; culturally meaningful celebrations and rituals; and packaging that appeals to the senses. It is proposed that meaningful consumption experiences involving packaging may reflect both nostalgic and accessible dimensions.

Although there is a growing interest towards consumers’ role in the packaging value chain, their packaging experiences are addressed rarely. It is proposed that the consumption experiences involving packaging are a mix of nostalgic and accessible dimensions.

This study aims to illuminate the contribution of neurophysiological techniques in the field of marketing and consumer decision-making and to highlight avenues and research questions that marketing researchers can take advantage of from neuroscience and psychology to inform marketing phenomena.

The authors first reviewed the roots and definition of consumer neuroscience. Then, the authors outlined the main characteristics of the most commonly used neurophysiological tools (namely, skin conductance, facial electromyography, electrocardiogram, eye-tracking, electroencephalography, functional magnetic resonance imaging, functional near-infrared spectroscopy, magnetoencephalography and transcranial magnetic stimulation) with a special emphasis on their advantages and weaknesses. Finally, the authors propose the development of research lines that could be implemented by marketing researchers with an appropriate application and understanding of tools and theories of neuroscience and psychology.

The authors propose research questions to be addressed within four thematic areas: opportunities in product decisions (predicting product purchasing decisions, consumer responses to branding efforts and packaging), pricing, communication and retailing scenarios. The authors also incorporate insights into the complementarity of neurophysiological tools to traditional ones and situations in which these tools are useful for enhancing marketing theory. The authors finally shed light on the moral–ethical criticisms of this new branch of marketing.

To the best of the authors’ knowledge, this research constitutes the first study in identifying the research opportunities that marketing researchers could take advantage from neuroimaging and physiological tools to inform marketing theory and practice.

Esta investigación tiene como objetivo esclarecer la contribución de las técnicas neurofisiológicas en el campo del marketing y la toma de decisiones de los consumidores y destacar las vías y preguntas de investigación que los investigadores de marketing pueden aprovechar de la neurociencia y la psicología para informar sobre los fenómenos del marketing.

En primer lugar, revisamos el origen y la definición de la neurociencia del consumidor. A continuación, esbozamos las principales características de las herramientas neurofisiológicas más utilizadas (a saber, la conductancia, la electromiografía facial, el electrocardiograma, el seguimiento ocular, la electroencefalografía, la resonancia magnética funcional, la espectroscopia funcional en el infrarrojo cercano, la magnetoencefalografía y la estimulación magnética transcraneal), haciendo especial hincapié en sus ventajas y debilidades. Finalmente, se propone el desarrollo de líneas de investigación que podrían ser implementadas por los investigadores de marketing con una adecuada aplicación y comprensión de las herramientas y teorías de la neurociencia y la psicología.

Proponemos preguntas de investigación para ser abordadas dentro de cuatro áreas temáticas: oportunidades en las decisiones de producto (predicción de las decisiones de compra de productos, respuestas de los consumidores a los esfuerzos de marca y envasado), precios, comunicación y distribución. También incorporamos ideas sobre la complementariedad de las herramientas neurofisiológicas con las tradicionales y las situaciones en las que estas herramientas son útiles para mejorar la teoría del marketing. Por último, arrojamos luz sobre las críticas ético-morales a esta nueva rama del marketing.

本研究旨在阐明神经生理学技术在营销和消费者决策领域的贡献, 并强调营销研究人员可以从神经科学和心理学中利用的途径和研究问题, 以告知营销现象。

我们首先回顾了消费者神经科学的根基和定义。然后, 我们概述了最常用的神经生理学工具（即皮肤电导率、面部肌电图、心电图、眼球追踪、脑电图、功能性磁共振成像、功能性近红外光谱、脑磁图和经颅磁刺激）的主要特点, 特别强调了它们的优势和劣势。最后, 我们提出了研究路线的发展, 这些路线可以由营销研究人员通过适当的应用和理解神经科学和心理学的工具和理论来实施。

我们提出了四个主题领域的研究问题：产品决策中的机会（预测产品购买决策、消费者对品牌推广工作的反应和包装）、定价、沟通和零售场景。我们还纳入了对神经生理学工具与传统工具的互补性的见解, 以及这些工具对加强营销理论有用的情况。最后, 我们对这个新的营销分支的道德伦理批评进行了说明。

纸张类型 – 研究论文

This study aims to investigate the antecedents and consequences of green packaging behavior (GPB). A conceptual model has been developed wherein green packaging awareness (GPA) and green packaging initiatives (GPI) are precursors of GPB, and environmental concern and availability of various green packaging alternatives are moderators. The outcomes of GPB in terms of environmental and personal benefits are examined.

Unlike most papers focusing on green packaging from a marketing perspective, this study explores the behavior of rural households from 47 villages in southern India. A carefully crafted survey instrument was developed, and data were collected from 395 respondents. After checking the instrument’s psychometric properties, the results were analyzed using Hayes’s PROCESS macros.

The results indicate that GPA and GPI are positively associated with GPB, GPA predicts GPI, and GPI mediates the relationship between GPA and GPB. Furthermore, findings suggest that environmental concern moderates the relationship between GPI and GPB, and the three-way interaction between the availability of green packaging (second moderator), environmental concern (first moderator), and GPI influences the GPB. Moreover, the outcomes of GPB in terms of environmental and personal benefits are established.

This research has several theoretical implications. It documents that individual awareness of green packaging is a precursor to GPB. This study focused on the rural population from a developing country (India) and hence may suffer from a lack of generalizability across developed nations. However, the results could be generalizable across other developing nations worldwide.

This study motivates individuals to engage in proenvironmental behavior. Moreover, it highlights the importance of GPB in deriving environmental and personal benefits. It is also equally crucial for individuals to engage in proper waste management practices so that the environment is not polluted.

The findings from this research are helpful to society as it focuses on the proenvironmental behavior of individuals. Particularly concerning packaging, this study points out that buying products with green packaging and reusing and recycling such packages is essential to protect the environment.

This study fills the gaps in the literature by focusing on the GPB of the rural population. To the best of the authors’ knowledge, the moderated-mediation model developed and tested in this research is the first of its kind and thus makes a significant contribution to the literature on green packaging and waste management.

The purpose of this paper is to assess the impact of the packaging design on consumers’ perception of the food quality, safety, healthiness and preference to buy.

A cross-sectional study recruited a convenience sample of 547 Lebanese adults with a median age of 30 years old and 54% being females, between November and December 2016, using an interviewer-based questionnaire.

As identified by the participants, packaging should “protect the food” (54.9%) and be safe (52%). Most participants especially those who reported that protecting the food is the most important packaging functionality tended to select the vacuum package [OR (95% CI) = 2.19 (1.32; 3.66); p = 0.002] for having the highest quality, being the healthiest and the more frequently bought (24.3, 30.2 and 29.1% respectively). Regarding the juice, most of the participants thought that the glass bottles have the highest quality, were the safest, the healthiest and the most frequently bought (64.9, 37.4, 68.4 and 52.9%, respectively). Those who reported that safety is the most important characteristic for food packaging, have selected transparent as the most attractive color to use [OR (95% CI) = 2.10 (1.25; 3.55); p-value = 0.005]. Among the consumers, 87% considered that nutrition and health claims were among the most important informative cues. Around 73.1% (n = 399) were willing to pay more for a better packaging with 59.4% willing to pay 3% more.

This market research identifies the packaging characteristics and features which have positive effects on consumer attitudes. Therefore, it will help manufacturers track consumers’ trends and interests, and accordingly impact their business decisions in responding adequately in their package design. The social behavior will increase the product sale and its market success leading to direct economic implications.

The research on consumerism has been dramatically rising in recent decades. However, in the food industry, little research has been empirically conducted in the beverage industry. This research empirically tests the consequences of consumer perceptions: perceived price (PPR), perceived quality (PQ), perceived packaging (PPG) and perceived taste (PT) on repurchase intention (RI) particularly; it unveils the consumer attributes, e.g. gender, age and ethnicity between consumer perceptions and RI of the consumers.

The data were collected from 403 consumers of the beverage industry (e.g. Nestle, Mitchell's Fruit Farms, Murree Brewery and OMORE) in Pakistan. The researchers used online survey questionnaires followed by a cross-sectional approach because data collection physically was not possible due to COVID-19.

Data were analyzed by Smart partial least square structural equation modeling (PLS-SEM) 3.3.3, and the results supported the significant influence of consumer perceptions separately, e.g. PPR, PQ, PPG and PT on RI. Additionally, gender, age and ethnicity were found to have a moderating role between consumer perceptions and RI, so, the truth of having consumer attributes has been revealed.

The managers of beverage industries should provide ethical and operational strategies to tackle consumer's problems based on cultural norms. Furthermore, they should make sensible measures for the quality branding of the beverage products. In this way, the consumers will have a better experience of quality, price, taste and packaging, in turn, to RI.

This research targeted the beverage industry that needs facts and figures based on consumer attributes, e.g. age, gender and ethnicity. This research also disclosed the behaviors of consumers according to their gender, age and area of residence.

The purpose of this paper is to describe the construction of the prototype of Europeana.eu, the cross‐domain cultural heritage portal funded by the European Commission, to look at the political vision behind the project, and examine the user scenarios that informed the build, to detail Europeana's metadata schema and object model, and to give an overview of the new projects that will bring the prototype to full operational service.

As the project to build the prototype ends, this is a narrative of Europeana's genesis, development, launch, and an overview of the scope of future plans.

A cross‐domain, cross‐border cultural heritage site has been successfully created. A total of 4.5 million items across the range of image, video, text and sound formats have been integrated and user interest has proved higher than anticipated.

Key issues have been found to be metadata standards and quality. Usability/searchability of Europeana.eu is only as good as the metadata provided by content owners.

Greater standardisation of metadata across the cultural heritage domain will increase in importance so providers can deliver content to portals and aggregators. Metadata enhancement, both by content providers and by using automated processes, will likewise become a priority.

This is the on‐the‐record account of the building of Europe's digital library, archive and museum.

The purpose of this paper is to identify consumer segments based on the importance of food quality and prestige benefits when buying food for a special occasion; dinner party with friends.

Using cluster analysis, the importance of food quality benefits (quality, taste and health) and prestige benefits (prestige quality, hedonic, uniqueness, price and social) were investigated. The consumer segments were profiled using individual consumer characteristics (involvement in luxury, willingness to pay and socio-demographics).

Food quality benefits are the most important benefits when buying food for a party with friends and the authors identified four distinct consumer segments based on 20 different food quality and prestige benefits: perfectionists, premium, luxury seeking and value focussed. Three of the four consumer segments (perfectionists, premium and luxury seeking) find conventional food quality benefits important but differ in the importance they attribute to the different prestige benefits. The value focussed segment is not driven by prestige consumption but wants high quality at an affordable price.

This study demonstrates that consumers are driven by different food and prestige benefits when buying food for a special occasion.

This study suggest some important differences between premium consumers, looking for food quality and hedonic benefits, and luxury seeking, with a relatively higher focus on prestige quality, uniqueness and social benefits. This study also identifies a significant distinction between perfectionists and value focussed consumers. Both segments are focussed on food quality benefits but differ in their focus on value and prestige benefits.