IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxiiiy2020ispecial1p356-372.html
   My bibliography  Save this article

Packaging as a Source of Information on the Product in Food Purchasing Decisions: The Case of Poland

Author

Listed:
  • Magdalena Ankiel
  • Bogdan Sojkin
  • Mariola Grzybowska-Brzezinska

Abstract

Purpose: The article aims to identify, analyze and determine the key information placed on food packaging, which constitute the informative value of packaging in the context of the impact on the purchasing decisions of food products by housewives in Poland. Design/Methodology/Approach: The conducted analysis assumed that in the food purchasing process the consumer perceives and analyzes selected information encoded on food packaging (both obligatory and optional). Determinants of the informative value of food packaging influencing purchasing decisions were identified during the study - an individual categorized interview, which was carried out among women - housewives in Poland (N = 900) in 2019. Findings: The analysis of the results of the study with the use of basic techniques for assessing the significance of variables and exploratory factor analysis made it possible to identify key information on the packaging of food products that affect the purchasing decisions of housewives in Poland. The identified key information allowed us to develop determinants of the informational value of food packaging in the context of the impact on the purchasing decisions of consumers in Poland. Practical Implications: The identified determinants of the informational value of food packaging are a valuable guide for entities placing food on the market in terms of packaging design, in particular, the appropriate selection of optional information as well as the legibility and reliability of labeling packaging with obligatory information. Originality/Value: The conducted identification and analysis of the key determinants of the informational value of food packaging may be a reference point for packaging of non-food products (cosmetics, household chemicals, dietary supplements, OTC drugs).

Suggested Citation

  • Magdalena Ankiel & Bogdan Sojkin & Mariola Grzybowska-Brzezinska, 2020. "Packaging as a Source of Information on the Product in Food Purchasing Decisions: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 356-372.
    • Handle: RePEc:ers:journl:v:xxiii:y:2020:i:special1:p:356-372
    as

    Download full text from publisher

    File URL: https://www.ersj.eu/journal/1765/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Elena Reutskaja & Rosemarie Nagel & Colin F. Camerer & Antonio Rangel, 2011. "Search Dynamics in Consumer Choice under Time Pressure: An Eye-Tracking Study," American Economic Review, American Economic Association, vol. 101(2), pages 900-926, April.
    2. Graham, Dan J. & Orquin, Jacob L. & Visschers, Vivianne H.M., 2012. "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement," Food Policy, Elsevier, vol. 37(4), pages 378-382.
    3. Arnaud Bigoin-Gagnan & Sophie Lacoste-Badie, 2018. "Symmetry influences packaging aesthetic evaluation and purchase intention," Post-Print halshs-01940835, HAL.
    4. Olivier Droulers & Jennifer Amar, 2016. "The legibility of food package information in France: an equal challenge for young and elderly consumers?," Post-Print halshs-01242590, HAL.
    5. Pierre Chandon & Brian Wansink, 2007. "The Biasing Health Halos of Fast-Food Restaurant Health Claims: Lower Calorie Estimates and Higher Side-Dish Consumption Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 301-314, June.
    6. Kambiz Heidarzadeh Hanzaee & Sara Sheikhi, 2010. "Package design and consumer memory," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 6(2), pages 165-183.
    7. Mariola Grzybowska-Brzezińska & Dominika Kuberska & Magdalena Ankiel & Agnieszka Brelik, 2020. "Consumer’s Behavior in a Multi-Attribute Concept of a Food Product," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 526-551.
    8. Mead, James A. & Richerson, Rob, 2018. "Package color saturation and food healthfulness perceptions," Journal of Business Research, Elsevier, vol. 82(C), pages 10-18.
    9. Dominika Jakubowska & Monika Radzymiñska, 2019. "Health and environmental attitudes and values in food choices: a comparative study for Poland and Czech Republic," Oeconomia Copernicana, Institute of Economic Research, vol. 10(3), pages 433-452, September.
    10. Dobroslawa Mruk-Tomczak & Ewa Jerzyk & Natalia Wawrzynkiewicz, 2019. "Consumer Engagement And The Perception Of Packaging Information," OLSZTYN ECONOMIC JOURNAL, University of Warmia and Mazury in Olsztyn, Faculty of Economic Sciences, vol. 14(2), pages 195-207, June.
    11. Lise Magnier & Dominique Crié, 2015. "Communicating packaging eco-friendliness," Post-Print hal-01563044, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Iwona M. Batyk, 2021. "Purchasing Behaviors of Consumers from third Countries on European Union Markets: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 1118-1133.
    2. Ilaria Mancuso & Angelo Natalicchio & Umberto Panniello & Paolo Roma, 2021. "Understanding the Purchasing Behavior of Consumers in Response to Sustainable Marketing Practices: An Empirical Analysis in the Food Domain," Sustainability, MDPI, vol. 13(11), pages 1-22, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Orquin, Jacob L. & Bagger, Martin P. & Lahm, Erik S. & Grunert, Klaus G. & Scholderer, Joachim, 2020. "The visual ecology of product packaging and its effects on consumer attention," Journal of Business Research, Elsevier, vol. 111(C), pages 187-195.
    2. Ellen J Van Loo & Carola Grebitus & Rodolfo M Nayga & Wim Verbeke & Jutta Roosen, 2018. "On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 40(4), pages 538-562, December.
    3. Ankiel Magdalena & Grzybowska-Brzezińska Mariola, 2020. "Informative Value of Packaging as a Determinant of Food Purchase," Marketing of Scientific and Research Organizations, Sciendo, vol. 36(2), pages 31-44, June.
    4. Aaron Staples & Bridget K. Behe & Patricia Huddleston & Trey Malone, 2022. "What you see is what you get, and what you don't goes unsold: Choice overload and purchasing heuristics in a horticulture lab experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 38(3), pages 620-635, July.
    5. Zuschke, Nick, 2020. "An analysis of process-tracing research on consumer decision-making," Journal of Business Research, Elsevier, vol. 111(C), pages 305-320.
    6. Pecot, Fabien & Celhay, Franck & Kacha, Mathieu & Lombard, Gautier, 2022. "Expressions of the past: A practice-based approach of brand longevity visual translation in advertising," Journal of Business Research, Elsevier, vol. 150(C), pages 121-133.
    7. Chavez, Daniel E. & Palma, Marco A. & Nayga, Rodolfo M. & Mjelde, James W., 2020. "Product availability in discrete choice experiments with private goods," Journal of choice modelling, Elsevier, vol. 36(C).
    8. Andrew Caplin & Mark Dean & Daniel Martin, 2011. "Search and Satisficing," American Economic Review, American Economic Association, vol. 101(7), pages 2899-2922, December.
    9. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    10. Meißner, Martin & Oppewal, Harmen & Huber, Joel, 2020. "Surprising adaptivity to set size changes in multi-attribute repeated choice tasks," Journal of Business Research, Elsevier, vol. 111(C), pages 163-175.
    11. Jhunjhunwala, Tanushree, 2021. "Searching to avoid regret: An experimental evidence," Journal of Economic Behavior & Organization, Elsevier, vol. 189(C), pages 298-319.
    12. Greenacre, Luke & Martin, James & Patrick, Sarah & Jaeger, Victoria, 2016. "Boundaries of the centrality effect during product choice," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 32-38.
    13. Jennifer Kee & Melinda Knuth & Joanna N Lahey & Marco A Palma, 2021. "Does eye-tracking have an effect on economic behavior?," PLOS ONE, Public Library of Science, vol. 16(8), pages 1-25, August.
    14. Clinton Amos & Anthony Allred & Lixuan Zhang, 2017. "Do Biodegradable Labels Lead to an Eco-safety Halo Effect?," Journal of Consumer Policy, Springer, vol. 40(3), pages 279-298, September.
    15. Karagözoğlu, Emin & Keskin, Kerim, 2024. "Consideration sets and reference points in a dynamic bargaining game," Journal of Economic Behavior & Organization, Elsevier, vol. 219(C), pages 381-403.
    16. Brocas, Isabelle & Carrillo, Juan D., 2021. "Value computation and modulation: A neuroeconomic theory of self-control as constrained optimization," Journal of Economic Theory, Elsevier, vol. 198(C).
    17. Demartini, Eugenio & Ricci, Elena Claire & Mattavelli, Simone & Stranieri, Stefanella & Gaviglio, Anna & Banterle, Alessandro & Richetin, Juliette & Perugini, Marco, 2018. "Exploring Consumer Biased Evaluations: Halos Effects of Local Food and of Related Attributes," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(4), August.
    18. Dolores Gallardo-Vázquez, 2023. "Attributes influencing responsible tourism consumer choices: Sustainable local food and drink, health-related services, and entertainment," Oeconomia Copernicana, Institute of Economic Research, vol. 14(2), pages 645-686, June.
    19. Erlend Dancke Sandorf & Danny Campbell, 2019. "Accommodating satisficing behaviour in stated choice experiments," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 46(1), pages 133-162.
    20. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.

    More about this item

    Keywords

    Informative value; packaging; consumer decision; purchasing process; determinants of information value; factor analysis; food products.;
    All these keywords.

    JEL classification:

    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxiii:y:2020:i:special1:p:356-372. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.