Abstract
The consumer's role in the packaging value chain thinking
has increased. This paper identifies the basic functions
of packaging as well as the importance of the visual and
structural elements from the consumer's view. However, it
is unclear what packaging experts associate with
consumers' packaging interactions. Professionals working
in the field are still in the key position of defining
directions in the packaging industry. The paper
investigates how professionals perceive consumer
interactions with packaging, and identifies challenges in
consumer-centred packaging development. The research
materials were collected from 14 theme interviews with
representatives of higher education, packaging research
and packaging design agencies. As a result, five
narratives and five challenges for consumer-centred
packaging development were constructed. The narratives
describe the following: (a) the symbiotic
product-packaging relationship; (b) the everyday context
highlighted in purchase and use situations; (c) how
consumers become aware of packages; (d) a fashion system
of packaging; and (e) everyday routines and rituals
involving packaging. The aims of the paper are to raise
the awareness of how professionals perceive consumer
interaction with packaging, to provide insight into
factors relevant for consumer-centred packaging
development in industry and to identify the potential
challenges, from the professionals' view, for adopting a
consumer-centred model.
Original language | English |
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Pages (from-to) | 341-355 |
Journal | Packaging Technology and Science |
Volume | 28 |
Issue number | 4 |
DOIs | |
Publication status | Published - 2014 |
MoE publication type | A1 Journal article-refereed |
Keywords
- packaging
- consumer
- narrative analysis
- qualitative research