In a recent study published in Food Quality and Preference, researchers found that consumers believe the foods they purchase are of higher quality when packaging appears to be eco-friendly. The study had those who participated look at common, everyday foods in regards to whether the packing appeared to be sustainable or non-sustainable.
Ultimately, those products packaged in a way that appeared to be eco-friendly were perceived to be of higher quality than those packaged in conventional packaging. Ironically, the findings weren’t really connected to the healthiness of the foods inside the packing in terms of quality, just the packaging attributes themselves.
Two sub-studies were performed in order to reach a conclusion. The first study included more than 130 French consumers who studied chocolate or raisins packaged in materials that were either non-sustainable or sustainable. In both instances, product description, images, brand, and other elements were left the same – the only difference was that a recycled cardboard appearance was used in sustainable packaging, while other products were packaged in white plastic wrapping. Regardless of whether the raisins or chocolate were healthier, those involved in the study were of the impression that sustainable packaging meant better product quality.
In the second half of the study, more than 120 who participated reviewed coffee packaging. In this case, the product either included the AB (Agriculture Biologique) green and white logo (which is considered a EU symbol of compliance in France regarding organic food regulations) or was packaged in a recycled pack/conventional aluminum. With coffee, it was found that those products packaged using recycled packaging, either with or without the AB logo, were considered higher quality versus those packaged in conventional wrapping.
In the end, it seems that packaging that appears sustainable boosts how consumers perceive the quality of the product inside, more than the actual product. It seems that unlike the old adage “you can’t judge a book by its cover,” people are judging the quality and sustainability of a product by its packaging!
At REA JET we realize that the way consumer goods are packaged plays an incredible role in how shoppers perceive quality, while also playing a crucial role in brand recognition and awareness. We provide a variety of packaging coding and marking solutions for the consumer packaged goods industry whether your product incorporates bags, cardboard cases, cartons, paper bags, glass bottles, or other substrates. For reliable marking under the harshest conditions and easy integration into your existing production lines, count on REA JET to deliver beyond your expectations.