Original scientific paper
Transparent food labelling as part of food packaging design
Martina Ferenčić
orcid.org/0000-0002-6414-6880
; Međimurje University of Applied Sciences in Čakovec – external associate
*
* Corresponding author.
Abstract
This paper examines the impact of transparent communication of ingredients on food packaging and consumers’ perceptions of this type of communication in Croatia. The focus is on the development, validation, and applicability of specific measurement scales for assessing elements of transparent food labelling in terms of product naturalness and nutritional composition, as well as the origin of the food product itself. A total of 319 respondents, all users of Podravka’s Coolinarika.com portal, participated in the survey. As one of the leading food companies in Croatia and the wider region, Podravka is known for taking consumer demands into account, including in the area of transparent product communication and labelling. The inclusion of examples of products from the company’s portfolio, together with the use of the consumer base of the Coolinarika.com portal, was therefore considered relevant for the purposes of this research. The results of the exploratory factor analysis indicate that perceptions of the transparent food labelling construct are determined by factors related to naturalness and nutritional composition, as well as product origin. The contribution of the paper lies in defining transparent food labelling as an important component of communication with consumers and in designing and testing measurement scales for assessing perceptions of such communication. Practical implications include recommendations for food manufacturers aimed at strengthening transparency in packaging design. The newly developed instruments, namely measurement scales for assessing perceptions of transparent food labelling, provide a solid basis for further research and may serve as a foundation for strengthening marketing and brand strategies in the food industry.
Keywords
transparent food labelling; product origin; food products; consumers
Hrčak ID:
351092
URI
Publication date:
25.6.2026.
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