Consumer Perceptions Toward Eco-Friendly Packaging Design Approaches

In today’s competitive market environment, packaging, labeling, and branding have emerged as decisive factors influencing consumer perception and behaviour. This study examines the interconnected role of these elements in shaping purchasing decisions, trust, and long-term loyalty. Using a structured survey of 250 respondents across diverse demographic and cultural backgrounds, the research employed descriptive statistics, correlation, and regression analysis to evaluate the extent to which packaging aesthetics, label transparency, and brand consistency affect consumer attitudes. Findings reveal that packaging design, particularly colour, shape, and eco-friendly materials, significantly drives initial consumer attention and purchase intentions. Labels serve as a crucial bridge of trust, with clarity, nutritional information, and third-party certifications strongly influencing credibility. Notably, misleading or ambiguous labeling was found to reduce consumer trust by 68%. Branding emerged as the most influential long-term factor, with consistent visual identity, value alignment, and reputation strongly correlating with loyalty (r = 0.65). Cross-cultural and demographic differences were also observed: urban and younger consumers favoured innovative packaging and branding, while rural and older consumers prioritized simplicity, transparency, and product authenticity. The study highlights three key drivers of consumer perception: visual attractiveness, quality of information, and brand trust. Together, they account for over 70% of the variance in consumer behaviour. The findings suggest that businesses adopting integrated strategies—combining creative packaging, transparent labeling, and consistent branding—can build stronger consumer relationships and gain competitive advantage. Beyond managerial implications, the study underscores the importance of sustainability and ethical communication in shaping modern consumer expectations. Recommendations include investment in eco-friendly packaging, adoption of transparent labeling practices, and segmentation-based branding strategies tailored to demographic preferences. This research contributes to the literature by offering a holistic analysis of product presentation, bridging marketing practice with consumer psychology, and providing actionable insights for both firms and policymakers. Keywords: Packaging Design, Labeling Transparency, Branding, Consumer Behaviour

This research analyses the impact of the quality, reliable, benefit, service, risk, price and consumer perception against the consumer loyalty at the Mc Donald franchise restaurant in Balikpapan. This research used multiple regression linear analyzes with the primary data obtained through a sample questioner over one hundred (100) respondents by taking a purposive sampling technique. The data analyzes using the Statistical Package for Social Science (SPSS). The result of this research shows that simultaneously the quality is reliable, benefit , service, risk, price and the consumer perceptions have a strong relationship against the loyalty of the consumer at the Mc Donald franchise restaurant in Balikpapan with the determination coefficient of 87,2%. Partially the quality has a dominant relation against the loyalty of the consumer at the Mc Donald Franchise Restaurant in Balikpapan with the partial correlation coefficient as well as the biggest calculation value. Key word : Quality, reliable, benefit, service, risk, price, consumer perception and the consumer loyalty.

The chapter identifies gaps in current research, particularly in developing countries, and calls for further studies on consumer perceptions, economic feasibility, and innovations in packaging materials and technologies. Future research directions are proposed, focusing on consumer trust in sustainability claims, cost-benefit analyses of eco-friendly packaging, and the development of new biodegradable alternatives. Overall, the chapter serves as a critical resource for understanding the challenges and opportunities in advancing sustainable packaging practices in the fashion and retail sectors, emphasizing the necessity of collaborative efforts to foster environmental stewardship and encourage environmentally friendly consumption habits.

PurposeThis study aims to shed new light on the effect of gift packaging shape, specifically the distinction between horizontal and vertical orientations, on the face consciousness of both gift givers and recipients. The underlying mechanism of the main effect is examined, focusing on the perception of social status symbols. In addition, downstream outcome variables were included in the study to explore the effects of gift package shape on willingness to buy (WTB) and word-of-mouth (WOM) in the giver and receiver contexts, respectively. Furthermore, these effects were repeatedly verified in both China and the USA, revealing the significance of cultural differences. The study also investigated the moderating effects of an individual’s power state (low or high power) on the giver’s face consciousness.Design/methodology/approachSix studies were conducted to address the research objectives. Study 1 compared the gift givers’ face consciousness of a gift when presented with vertical package shapes versus horizontal. Subsequently, Study 2 investigated whether consumers’ perception of social status symbols mediates the effect of gift package shape on gift givers’ face consciousness. Study 3a expanded the conceptual model to include the downstream outcome variable of WTB in the context of gift-giving. Study 3b was validated with American participants, revealing the influence of cultural background differences on face consciousness. Study 4 introduced a gift-receiving context to investigate the chain-mediated effects of gift package shapes on consumer WOM. Lastly, Study 5 critically examined the boundary effect of personal power states on the interaction between the gift givers’ face consciousness and WTB.FindingsThe results indicate that gift givers and recipients attribute higher face consciousness to gifts with vertical package shapes compared to horizontal ones. In addition, consumers’ perception of gifts as status symbols was the underlying mechanism driving the impact of gift packaging shape on face consciousness. Furthermore, the face consciousness for gift packages of vertical shape was enhanced when people were in lower-power states as opposed to higher-power states, subsequently leading to an increase in the WTB.Research limitations/implicationsThe research is limited to an online virtual brand study; future field studies could be conducted to enhance the authenticity of the participants’ gift-giving experience and the overall external validity of the studies. In addition, gender-based stereotypes and the relationship between the giver and the receiver (transactional or intimate) may also influence the relationship between gift package shapes and face consciousness.Practical implicationsThe practical implications of this research focus on three points. First, gift brand managers should strategically employ vertical package shapes to signal high-end attributes and evoke face consciousness among consumers, aligning with the psychology of both givers and recipients. Second, managers must consider consumers’ power states in gift-giving scenarios, tailoring packaging recommendations to the dynamics between givers and recipients to maximize market share. Last, cultural differences in face consciousness, particularly between Asian and Western cultures, necessitate that managers adapt packaging designs to respect and enhance the social status of both givers and recipients in culturally sensitive ways. These findings underscore the importance of understanding and integrating consumer psychology, power dynamics, and cultural nuances into gift packaging strategies to boost market share.Originality/valueThe research contributes to understanding the impact of gift packaging shape on the perception of face consciousness among both gift givers and recipients. It highlights the mediating role of social status symbols and extends its scope by examining downstream effects such as WTB and WOM. It explores individual power states as a moderating factor, revealing how personal dynamics influence perceptions of face-saving consciousness. Also, the cross-cultural validation of these effects in China and the USA underscores the importance of considering cultural differences.

This study investigates how the packaging image of agricultural products in livestreaming commerce influences consumers’ repurchase intentions and, on this basis, formulates effective packaging improvement strategies to enhance repurchase intention. Focusing on agricultural product packaging, we conducted an online survey of 392 consumers with livestream shopping experience and employed a combined approach of structural equation modeling (SEM) and artificial neural networks (ANNs) to analyze the effects of packaging image on repurchase intention. Starting from elements of packaging design—such as external appearance, cultural cues, imagery, and materials—we examined color schemes, typography, and illustration styles and further explored how these factors shape repurchase intention by elevating consumers’ perceived value. The findings indicate that the information-conveying functions of packaging—namely the communication of product culture, quality, and distinctive attributes—have a significant impact on repurchase intention. SEM results reveal that perceived value plays a pivotal mediating role between packaging image and repurchase intention. Complementarily, ANN analysis identifies visual appearance as the strongest predictor of repurchase intention among all packaging elements. Building on these insights, the study proposes concrete packaging design strategies, including optimizing visual appearance to highlight brand distinctiveness; distilling design symbols to narrate brand stories; and mining cultural connotations to strengthen cultural expression. This research not only verifies the importance of packaging design in boosting consumers’ repurchase intentions but also offers a practical strategic framework that can be extended to packaging design practices for other agricultural products. It provides new theoretical support and practical guidance for the field, offering a valuable reference for future research and practice.

Consumer desires and perceptions of lactose-free milk

The contemporary discourse on sustainable packaging has spurred a paradigm shift in the materials employed for this crucial facet of modern living. This article delves into the realm of bio-based materials, positioning them as the vanguard in the realm of green chemistry for sustainable packaging. It navigates through the principles of green chemistry, providing an insightful overview of bio-based materials and their applications in the packaging industry. The exploration extends to the forefront of genetic engineering advancements, showcasing how it contributes to the development of bio-based materials with enhanced properties. From examining the challenges and solutions to assessing the environmental impact and consumer perceptions, this article comprehensively analyzes the current landscape. Market trends, innovations, and future directions are scrutinized, encapsulating a holistic understanding of the pivotal role bio-based materials play in the sustainable packaging narrative. As society gravitates towards eco-conscious choices, this article serves as a guide to comprehend, appreciate, and contribute to the transformative journey towards greener, more sustainable packaging solutions.

The visibility of brand logos on packaging plays a crucial role in shaping consumer perception, directly influencing the product’s success. Analyzing eye-tracking data across large groups of individuals is both costly and time-intensive. Therefore, there is a growing need to develop models that capture human visual attention behavior effectively. This paper introduces a framework that models attention in the human visual system to brand logos on packaging designs, to measure brand logo visibility and its impact on consumer perception. The proposed method consists of three main steps. The first step leverages YOLOv8 for logo detection across well-known datasets. The second step involves introducing a novel saliency prediction model tailored for the packaging context to model human visual attention. In the third step, by integrating logo detection with a saliency map generation, the framework provides a brand attention score. The effectiveness of the proposed method is assessed module by module, ensuring a thorough evaluation of each component. Comparing logo detection and saliency map prediction with SOTA models shows the superiority of the proposed methods. To investigate the robustness of the proposed brand attention score, we collected a dataset to examine previous psychophysical hypotheses related to brand visibility. The results show that the brand attention score is in line with all previous studies. Also, we introduced seven new hypotheses to check the impact of position, orientation, and other visual elements on brand attention. This research marks a stride in the intersection of cognitive psychology, computer vision, and marketing.

: This research aims to analyze (1) Effect of product brands on consumer perceptions of HNI-HPAI herbal toothpaste products in Padang City, (2) Effect of product quality on consumer perceptions of HNI-HPAI herbal toothpaste products in Padang City, (3) Effect of product packaging on consumer perceptions of HNI-HPAI herbal toothpaste products in Padang City. This type of research is descriptive associative. The sampling technique is convenience sampling with a total sample of 100 people in the city of Padang who use Herbal HNI-HPAI toothpaste in the city of Padang. Data analysis techniques used descriptive analysis and multiple regression analysis using the Statistical Product and Service Solution (SPSS) program. The results showed that (1) the product brand had a positive and significant effect on consumers 'perceptions of HNI-HPAI herbal toothpaste products in Padang City, (2) product quality had a positive and significant effect on consumers' perceptions of HNI-HPAI herbal toothpaste products in the City Padang, (3) product packaging has a positive and significant effect on consumers' perceptions of HNI-HPAI herbal toothpaste products in Padang City. Keywords: consumer perception, product attributes, brand, quality, packaging

Sensory marketing plays a significant role in providing consumers with experiential marketing experiences. It involves engaging consumers through their senses of sight, hearing, smell, touch, and taste. By appealing to these senses, marketers can effectively reach out to consumers and create memorable experiences. The stimuli generated by marketing efforts are first received by the sense organs, leading to the interpretation of sensations. This perception process ultimately determines whether a person will be satisfied or dissatisfied with the experience. Perception refers to the act of comprehending one's environment through the use of the five senses. Sense organs can be described as tools that gather information from our surroundings. In fact, consumers have a desire to visually inspect, touch, hear, smell, or taste a product before making a purchase. This desire stems from the need to minimize perceived risk and find the best solution to fulfill their needs. Once a person is exposed to stimuli, they begin the process of perception, taking into account their expectations, past experiences, and motives. These stimuli can include images, sounds, tastes, smells, and tactile sensations, as well as personal factors like expectations, motives, and past experiences. Products, brands, packaging, advertisements, and store designs are all examples of stimuli. When consumers physically interact with these stimuli, they are exposed to them. Sense organs play a vital role in mediating this exposure and creating sensations. As a result of this process, consumers focus their attention on the stimuli created by their surroundings, taking into consideration individual factors and the nature of the stimuli. They then interpret and respond to these stimuli accordingly. Personal factors such as past experiences and motives shape the perception process, while the nature of the stimuli influences the level of attention given to them, indirectly affecting the consumer's perception. Sensory marketing is a powerful tool utilized by sellers to impact consumption habits through sensory and emotional appeals to customers. In today's competitive retail landscape, where retailers are vying for the same customers and selling similar products at similar prices, the concept of retail convergence has intensified competition. This has led retailers to differentiate themselves by incorporating sensory marketing strategies. Factors influencing sensory marketing can be categorized as external and internal, shedding light on the rationale behind its implementation. While senses can pose challenges for marketing, they also serve as drivers of the purchasing process in sensory marketing. One key external factor driving the adoption of sensory marketing is the evolving consumer behavior, which is increasingly influenced by emotions, fantasies, and entertainment. With the rise of online shopping due to technological advancements, retailers are compelled to leverage sensory marketing to attract customers to physical stores. Additionally, sales tactics like contests and games are commonly employed to enhance customer experiences and promote sensory marketing practices in the competitive retail environment. On the other hand, the primary internal factor impacting sensory marketing practices is the positive effect on consumer perceptions of product quality and value. For instance, consumers may perceive a product in a glass bottle to be of higher quality compared to the same product in a plastic bottle, leading them to be willing to pay a premium. As a result, sensory marketing plays a crucial role in shaping consumer perceptions and influencing their purchasing decisions. The scope of the study will be restricted to rural and urban areas of Odisha. In the context approximately 400 responses will be collected in the study areas. A casual research approach will be utilized in this study to analyze the influence of factors on the five senses of consumers when selecting a high-end restaurant. The primary data was collected through a survey method. The survey will consist of two sections, with the first focusing on demographic aspects and the second on variables related to the five senses and their impact on restaurant selection. Participants were asked to identify factors affecting their decision-making process when choosing a restaurant and to indicate their agreement with the findings. The impact of sight will be assessed through the atmosphere, smell through the food served, hearing through the music genre and volume, taste through the flavor of food and drinks, and touch through the comfort, softness, and size of seats. A 5-point Likert scale was used for measurement (Strongly Agree = 5, Strongly Disagree = 1).

Excessive use of single-use plastic packaging presents an imminent threat to the environment. One of the emerging solutions is using edible food packaging. However, there is lack of consumer information toward edible packaging. This study evaluated consumer attitude, acceptability, and purchase intent of three types of edible food packaging: muffin liner, cranberry pomace fruit leather wrap, and powdered drink sachet. One hundred consumers who frequently consumed muffins, strawberry fruit leather, and powdered lemonade were selected from metropolitan area of Portland, Oregon to participate in the study. The panelists were presented with the edible films and the food products with the edible packaging, information card highlighting the environmental-friendly edible package, and were prompted with describing the sensory attributes, purchase intent, and qualities regarding the edible packaging with and without food. Overall, panelists liked the three foods with the edible packaging giving overall liking scores of 7.48, 8.06, and 7.48 for the muffin liners, edible fruit leather wraps, and powdered drink sachets, respectively, based on a 9-point hedonic scale where 1=dislike extremely and 9=like extremely. When asked about hypothetical purchase intent, 64%-68% of panelists positively reacted to purchase intent and would buy all three types of edible packaging products. Based on the positive reaction from panelists, edible packaging maybe a possible solution to reducing single-use plastic packaging in the food industry. This study can be the catalyst for further investigation of the efficacy of different applications of edible food packaging as well as consumer perceptions of eating their packaging. PRACTICAL APPLICATION: Edible food packaging is an emerging solution for reducing single-use plastic waste. This study investigated consumer attitude, acceptability, and purchase intent of edible food packaging for three food packaging applications, including edible muffin liner, fruit leather wrap, and powdered drink sachet. This study demonstrated that consumers strongly agree that edible packaging would serve as an environmentally sustainable solution to single-use plastics, and are willing to spend more to purchase these sustainable alternatives. This study provides new information toward the future development of edible packaging and consumer perceptions of eating their packaging.

This study aims to understand consumer perceptions of Cheesecake Expert Yogyakarta by utilizing Digital Voice of Customer (Digital VoC) through Google reviews. A descriptive qualitative approach was used with thematic analysis according to Braun and Clarke. A total of 100 reviews were selected based on their relevance to aspects of product quality, price, service, packaging, and consumer trust. The analysis process was assisted by ATLAS.ti 25 through the stages of familiarization, initial coding, theme search, theme review, and theme definition. The results showed five main themes that shape consumer perceptions, namely: product quality, price and value, service and consumer experience, packaging and product practicality, and trust and loyalty. Product quality, especially taste, texture, and appearance emerged as the most dominant factors in shaping satisfaction and influencing repeat orders. Other factors such as affordable prices, friendly service, ease of payment, and halal aspects also strengthened positive consumer experiences. These findings confirm that repeat purchase decisions are influenced by holistic consumer experiences, so that Digital VoC can be a strategic data source for culinary MSMEs in improving service and product quality.

The digitalization of consumer behavior has emerged as a pivotal area in understanding the adoption of sustainable practices, particularly in the domain of eco-friendly food packaging. This working paper investigates the impact of digital tools and platforms on consumer perceptions, attitudes, and behaviors toward sustainable food packaging. Using a quantitative approach, we administered a structured questionnaire to gather data on consumer preferences, barriers, and motivators for adopting eco-friendly packaging solutions. The findings reveal key insights into the drivers of consumer decisions, such as digital communication, environmental awareness, and packaging attributes like material composition and recyclability. Furthermore, the study highlights gaps between consumer intentions and actions, emphasizing the role of targeted digital strategies in bridging this divide. These results contribute to advancing theoretical frameworks on sustainable consumer behavior while offering actionable recommendations for practitioners aiming to enhance the adoption of environmentally conscious packaging. The research underscores the critical need for collaboration between stakeholders to optimize digital engagement strategies and promote sustainable consumption.

ABSTRACTSingle cell protein (SCP) refers to dry cells of microorganisms and can be produced through bioprocesses valorizing agricultural by‐products. SCP can be used in the production of edible films which attract growing interest as an environmentally friendly replacement of synthetic packaging materials. However, consumer's perception and acceptability of such alternative packaging require investigation. In this study SCP‐based edible films were developed biotechnologically through valorization of cheese whey and consumer perception was approached holistically including focus groups of the assessment of the edible packaging made from microbes suggesting food applications, packaging information, an online survey, eye‐tracking analysis of yogurt samples with edible films and sensory analysis of biscuits in edible packaging. Texture of SCP‐based edible films scored high; however, lower scores for odor were correlated with “spoiled”/”expired” odor for SCP‐based edible films. This comprehensive study of edible packaging from microorganisms demonstrated positive consumer attitudes and preferences and it could be proposed that the use of edible packaging from microorganisms is enforceable.

Design of experiments and regression modelling in food flavour and sensory analysis: A review