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Informative Value of Packaging as a Determinant of Food Purchase

Author

Listed:
  • Ankiel Magdalena

    (Poznań University of Economics and Business, Institute of Marketing, Poland, Al. Niepodległości 10, 61-875Poznań)

  • Grzybowska-Brzezińska Mariola

    (University of Warmia and Mazury in Olsztyn, Institute of Economics and Finances, Poland)

Abstract

The purpose of the article is to present the concept of information value of food packaging, characterize determinants of information value and present the results of own research on the identification of key information on packaging affecting purchasing decisions of food consumers. Unit packaging constituting an inherent element of food products equipment should fulfill numerous, overlapping functions, which include: protection, transport andinformation — functional, as well as ecological and promotional. One of the priority functions of product packaging (not just food) is the informative function. It is assumed that the proper selection of information encoded on the packaging should inform the consumer exhaustively, reliably and comprehensively about the packed product, its composition, nutritional values or storage conditions. Analyzing the information included on food packaging, it can be stated that entities introducing these products onto the market still show a tendency to “excessively” label the packaging (as part of optional labeling). It is therefore reasonable to specify what information is analyzed by consumers in the purchasing process and what information constitutes the information value of unit packets from the point of view of individual consumers. The above will allow identifying key determinants of the information value of packaging and may constitute valuable information for entities introducing products to trade in the field of proper selection of characters and codes of unit packets on the food market.

Suggested Citation

  • 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.
    • Handle: RePEc:vrs:mosaro:v:36:y:2020:i:2:p:31-44:n:3
    DOI: 10.2478/minib-2020-0015
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    References listed on IDEAS

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    1. Arnaud Bigoin-Gagnan & Sophie Lacoste-Badie, 2018. "Symmetry influences packaging aesthetic evaluation and purchase intention," Post-Print halshs-01940835, HAL.
    2. Lise Magnier & Dominique Crié, 2015. "Communicating packaging eco-friendliness," Post-Print hal-01563044, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    packaging informative value; food; purchasing decisions;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • J14 - Labor and Demographic Economics - - Demographic Economics - - - Economics of the Elderly; Economics of the Handicapped; Non-Labor Market Discrimination
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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