Abstract
The purpose of this research was to understand Chinese consumer perceptions towards active and intelligent packaging technologies and to determine consumer willingness to accept novel packaging technologies. A multitude of data sources were used to understand the cultural and contextual landscape in China. The methodological approach utilised initial qualitative exploration before later quantitative analysis. Interviews of packaging experts (n = 16), five focus groups of Chinese consumers (n = 32), and two surveys, one focused on active packaging (n = 241) and the other on intelligent packaging (n = 371), were conducted.
Interview findings elucidated vital packaging elements, including product integrity, experience, communication, and environment. Intelligent packaging was identified and predicted to be an attractive novel solution. Packaging experts predicted consumers would view novel packaging favourably, granted consumers were presented with the benefits of the packaging.
Focus group findings determined Chinese consumer perceptions towards existing and novel packaging technologies and further identified ideal packaging attributes for food products. Consumer purchasing behaviours were determined to be heavily influenced by food freshness, consumer health, food brands, and food distribution channels. The exploration into perceptions of smart packaging indicated that active packaging was not well received. However, successful placement of smart packaging technologies could be achieved through the implementation of intelligent packaging, especially designs concentrating on traceability and anti-counterfeiting.
Survey findings investigated and quantified consumer acceptance of smart packaging technologies, and determined associations with demographic, behavioural and attitudinal consumer traits. Participants who were married with children were more likely to reject active packaging, while consumers who were employed full time were more likely to accept active packaging. Low levels of institutional trust impacted the acceptance of active and intelligent packaging.
Chinese consumers have been shown to have high food safety concerns and low satisfaction with current food packaging. The risk-averse purchasing behaviour of consumers indicates active and intelligent packaging could be very successful. Consumer understanding regarding smart packaging is vital, as consumer misunderstanding of the novel technologies may cause reluctance to purchase, hindering the success of novel packaging. With the correct presentation, active and intelligent packaging solutions are forecasted to be highly acceptable to consumers.