IMPACT OF SMART PACKAGING AND EVALUATING ITS UNDERSTANDING EFFECT UPON CONSUMER MOTIVATION IN THE FRESH FOOD ITEMS

Fouzia Shafiq

Journal of Marketing and Logistics (JML), 2019, vol. 2 (Special Issue), 16-30

Abstract: The purpose of this research is to develop the importance and value of packaging with the innovation of new techniques and ideas that show some positive aspects of packaging in the environment and focusing on consumer motivation and consumer buying behaviour towards the smart packaging that will increases sales in the markets. The two variable of packaging that develop the concept behind smart packaging is active packaging and intelligent packaging, both are relevant in the protection of packaging, as active packaging is for fresh products which increases the time limit and showing temperature that makes products fresh for several days this mainly indicates the attraction towards the consumer motivation and consumer buying behaviour and intelligent packaging is for showing the content information on the package or RFID device is innovative technology that trace and locate the products. Basically smart packaging purpose is for reusability in packaging which decline the waste packaging concept the consumer reuse packaging for several things. On the basis of hypothesis and conceptual work of the researcher and co relational researchers then the questionnaire is developed by research. The collection of data is from primary sources in a quantitative manner by distributing about 500 questionnaires in well know super markets. For questionnaire the software used SPSS, SMART PLS, & AMOS. It is expected that the result will show the positive impact of smart packaging and having an indirect relation with the motivation. Moreover, this study will provide a road map for the producers involve in the fresh food items, to understand and gauge the smart packing for making their name and understand the consumer motivation towards their products.

Keywords: Innovation; active packaging; intelligent packaging; consumer motivation; consumer buying behaviour. (search for similar items in EconPapers)
Date: 2019
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