Traditional vs. smart packaging

: exploring the influence of packaging on purchase intention

Abstract

Packaging is an essential tool in the field of marketing and over the years, technological developments have led to modern trends such as smart packaging which make it possible to enhance the benefits of traditional packaging by improving the quality and safety of a product. The study investigates how the use of different types of packaging affects consumers9 purchase intention while simultaneously taking into account other factors, such as perceived product quality and consumers9 technology affinity. In order to explore the relationship between these individual variables, quantitative data was collected by conducting two online surveys. Analyzing the data, a significant effect of both traditional and smart packaging on purchase intention was identified, which turned out to be more positive for smart packaging approaches. Additionally, the results show that consumers perceive food in smart packaging as being of higher quality compared to traditional packaging. After exploring that there is a significant mediating effect of perceived product quality, the interaction effect of technology affinity and packaging was identified as not statistically significant. However, there is a significant effect that smart packaging is more effective in increasing purchase intention among consumers with an average or a high level of technology affinity. These findings contribute to the literature by offering a foundation for future research and leading to managerial implications for approaching future marketing strategies.

Date of Award	27 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)