Agroeconomia Croatica, Vol. 13 No. 2, 2023.
Original scientific paper
Consumers’ Familiarity and Behavior When Purchasing Food in Sustainable Packaging
Željka Mesić
; Sveučilište u Zagrebu Agronomski fakultet, Zavod za marketing i inovacije u agrobiznisu, Svetošimunska cesta 25, Zagreb, Hrvatska
Ian Alija Salihbegović
; Sveučilište u Zagrebu Agronomski fakultet, diplomski studij Agrobiznis i ruralni razvitak, Svetošimunska cesta 25, Zagreb, Hrvatska
Kristina Petljak
; Sveučilište u Zagrebu Ekonomski fakultet, Trg J. F. Kennedyja 6, 10000 Zagreb, Hrvatska
Marina Tomić Maksan
; Sveučilište u Zagrebu Agronomski fakultet, Zavod za marketing i inovacije u agrobiznisu, Svetošimunska cesta 25, Zagreb, Hrvatska
Abstract
The aim of the study was to determine the level of awareness and consumer behavior when buying food in sustainable packaging. The online survey was conducted on a convenient sample of 163 respondents in the Republic of Croatia. The research revealed that more than a half of the respondents did not exactly know what the term “sustainable packaging” meant. Their open-ended responses regarding the associations with sustainable packaging, however, indicate a comprehension of various aspects of sustainable packaging. When purchasing food, the respondents consider packaging sustainability to be important but not decisive. They are most likely to buy fruit and vegetables in sustainable packaging, while they are less likely to buy meat and fish in such containers. The products in sustainable packaging are most frequently purchased in supermarkets, while online shopping is less common.
The results demonstrate that consumers are very aware of the importance of sustainable food packaging, and their attitude toward purchasing food in sustainable packaging is mostly positive.
Keywords
sustainable packaging, consumers, food products, familiarity
Hrčak ID:
319667
URI
Publication date:
20.12.2023.
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