An Analysis of Determinants of Consumer Dissatisfaction towards Plastic Packaging Containing Ready-to-Eat and Serve Meal

Packaging is an essential aspect of product and its protection, serving as the first point of interaction for consumers. It encompasses a diverse range of materials and designs, tailored to meet the specific needs of different industries and products. For this study, a total sample of 500 respondents was collected. Data were analyzed by using structural equation modeling technique (SEM). Our analysis suggests that functional value is not found to have significant impact on consumer attitude towards plastic packaging while sensory appeal, food safety concern and social value has significant impact on consumer attitude towards plastic packaging. Results show that consumers are worried about safety of food. Primary purpose of packaging is to keep food protected from spoilage and contamination by elements such as air, light, moisture and pests. Research shows that consumers tend to associate food packaged in non-plastic materials with higher status as compared to food packed in plastic packaging, evoking a premium perception linked to elevated societal class. Consumer perceptions of food packed in plastic packaging are significantly shaped by the social value attributed to packaging materials, influenced by environmental awareness and social status. Sensory appeal plays a crucial role in influencing consumer attitudes towards packaging, especially when it comes to ready-to-eat or ready-to-serve food products. The packaging of a product can have a substantial impact on a consumer's perception of the food's quality, freshness, and overall desirability. The results of our study further show that consumer attitude towards food in plastic packaging has a significant impact on consumer dissatisfaction. The study underscores three key implications: first, marketers should prioritize health-friendly packaging materials for safety, second innovation in packaging should enhance both product protection and sensory appeal, and third, Government intervention is essential to address food safety concern and protect consumers and the food supply chain.