Investigating Food Packaging Elements from a Consumer’s Perspective

This study aims to identify and evaluate packaging elements in the food industry, taking into account various business areas/disciplines. The research was conducted with a sample of 1219 customers. An initial pool of 43 packaging items was developed, aiming to examine the elements that have a relationship with consumer behavior in buying food products. Exploratory factor analysis (EFA) was conducted on a random split-half sample of the data to examine the factor structure of these elements in the general population. Confirmatory factor analysis (CFA) was conducted in the holdout sample. The EFA of the packaging items resulted in seven factors: (1) Informational content, (2) Content protection and recognition, (3) Smart functioning, (4) Geometry, (5) Environmental friendliness (6) Endurance, and (7) Coloration. The CFA in the holdout sample supported this factor structure. The findings are informed by the consumer attitudes and predispositions towards packaging, thus having useful managerial applications.