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Procedia Engineering 182 (2017) 770 – 779

7th International Conference on Engineering, Project, and Production Management

Packaging as a Source of Information about Food Products

Joanna Wyrwa, Anetta Barska*
University of Zielona Góra, Faculty of Economics and Management, Podgórna 50, Zielona Góra 65-246, Poland

Abstract

The aim of this article is to identify the role of packaging in the process of purchasing food. The analysis of the literature and
selected results of the authors’ own empirical studies were used in the research process. The main goal of the field research was to
examine attitudes and behaviours of consumers towards packaging of food products. The analysis of the results showed that the
most important features of packaging for consumers are the comfort of use and durability. The results of the study can be used by
food producers in their marketing strategies.
©©2016
2016TheTheAuthors.
Authors. Published
Published by Elsevier
by Elsevier Ltd.is an open access article under the CC BY-NC-ND license
Ltd. This
Peer-review under responsibility of the organizing committee of EPPM2016.
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-review under responsibility of the organizing committee of EPPM2016
Keywords: packaging; information; food product; consumer; survey

1. Introduction

The progressive social changes and observed megatrends occurring in the food chain induce manufacturers to take
an interest in possibilities of attracting consumers’ attention to reliable information on a product. The information
contained on food packaging, as one of the components of marketing information, is a factor significantly influencing
the opinion of consumers about the product.
On the one hand, food is a basic and indispensable product purchased regardless of the behaviour of other
consumers, on the other hand, it is very diversified by its sorts, kinds and especially quality. The diversity of food
products traded in the market forces the need to provide consumers with full and reliable information on products
sold.
According to experts, the use of only traditional promotion tools in case of modern consumers is insufficient. It is
associated with the development of a new group of consumers, the so-called prosumers, i.e. consumers being aware

* Corresponding author. Tel.: +4-868-328-2555; fax: +4-868-328-2554.

E-mail address: a.barska@wez.uz.zgora.pl

1877-7058 © 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-review under responsibility of the organizing committee of EPPM2016
doi:10.1016/j.proeng.2017.03.199
 Joanna Wyrwa and Anetta Barska / Procedia Engineering 182 (2017) 770 – 779 771

of their rights and being very active in collection of significant information resources, involved in co-creating and
promoting their favourite products [1, 2]. An informed consumer acquires knowledge on food from different available
sources and compares it with the information on labels of food products [3–10]. Therefore, it is justified to investigate
attitudes of consumers towards information on food packaging. On the basis of the information, a consumer may
decide on buying or not buying a food product. Therefore, the attitude of consumers towards information on packaging
is of particular importance in the production of new categories of food products. The information and promotional
function of packaging is more and more important, when it is designed. The proper design of product packaging is an
integral part of a marketing strategy; it may also contribute to increase in competitiveness and interest of purchasers
[11].
W. Verbeke et al. [12] indicate that consumers increasingly rely on the information contained on packaging, which
shows a specific combination of quality attributes determining the expected quality, while taking decisions on
products.
The literature review shows that the earliest considerations and research on packaging were primarily focused on
general packaging characteristics [13–27]. Publications related to a place and role of packaging in the marketing-mix.
The authors dealing with the issue emphasized the close connection to every component of the marketing-mix.
Another research area integrating packaging with the marketing is its importance for the brand management:
packaging as a brand identifier and a brand image creator. The next research area associated with packaging is its
active role in marketing communication of a company. Studies in this field focus on the use of packaging in advertising
and sales promotions. In particular, an important research direction is the evaluation of the packaging importance, and
more specifically, of the visual elements of packaging for shaping consumer buying behaviours and in the decision-
making process. The latest research area consists of communication aspects of packaging and, in particular, of the use
of packaging for symbolic communication and the role of packaging in shaping consumers’ buying behaviours. In the
symbolic communication, packaging is understood as a set of symbols which are properly designed and create an
image of a product/brand, affect the perception and attitude towards product/brand, show features and attributes of
a packaged product [28].
This research area has not been examined well enough in Poland and the studies are mainly focused on the analysis
of the selected symbols on packages or specific product groups.
It is in this article that the issues related to consumer expectations towards particular packaging features and
packaging information values are presented. It is assumed that the correct food product labelling makes it easy for
a consumer to identify it, to determine quality and consequently to choose a product. The aim of this article is to
present theoretical achievements in describing the role of packaging as an information medium. The determination of
the level of knowledge on the scope of the information contained on packaging was carried out using the methodology
of the systematic literature review. The review covered scientific articles of the conceptual and empirical nature
published until 2015. In the course of the study, 322 articles were identified and analysed in total. The data were
collected from the Web of Science database. The formulated question was: “You searched from Web of Since Core
Collection for: topic – information and food packages. Refined by: Web of Science Categories – food science
technology and document types – article”.
For the needs of this article, also empirical studies were carried out, which aimed at, among others, evaluation of
the importance of the information provided on packaging of food products. The study is a contribution to the
knowledge on consumers’ attitude towards food packaging labelling. Therefore, it is not only of cognitive nature but
its results can be applied in practice.

2. The concept of packaging

In Polish law the concept of packaging is governed by the act of 13th June 2013 on packaging and packaging waste
[29]. As defined in the act, packaging is a product put on the market “made of any materials, intended for storing,
protection, transport, delivering or presentation of products, from raw materials to processed goods” [29]. In a similar
way, packaging is defined by S. Chudy and M. Pietraszewski [30]. According to them, packaging is “a physical
structure suitable for a product, which is designed to protect it from damage and deterioration, enable its dividing into
portions and transport (utility functions) as well as to provide information on the product and present it aesthetically
(promotional functions)”. Packaging can also be defined as “a product which is an additional outer layer of a particular
772 Joanna Wyrwa and Anetta Barska / Procedia Engineering 182 (2017) 770 – 779

item, which should facilitate its protection against external factors, movement, storage, sale and use as well as affect
the perception of the item” [31]. Furthermore, W. Ciechomski [31] points out that modern packaging “makes a product
more attractive and has a positive impact on potential buyers encouraging them to purchase”. While it is according to
E. Jerzyk and A. Kaniewska-Sęba that packaging is “a finished product having a suitable structure, which is intended
to protect the packed product against harmful effects of external factors (or vice versa, protect the environment against
the harmful effects of the product), which allows moving products during storage, transport, sale and use, informs
about the content, affects a buyer through the aesthetics of its solutions and gives extra economic value” [32].
Both the definitions related to standards and marketing definitions and define packaging as a product for protecting
the quality of the packed product and for its distribution.
According to experts, the definition of packaging should contain the following, most distinctive features of
packaging [33]:

 Protection of a product during storage and transport operations as well as during its use and, in some cases,
protection of the environment against possible harmful effects of the product
 Simplification of production, transport and sale as well as use of products
 Necessary information about a product, above all about its consumer usefulness
 Psychological impact on a potential customer through appropriate presentation of a product.

3. Packaging as a medium of information about food products

The role of packaging and its functions are dynamic categories; they are shaped in time, mainly influenced by
changes in market conditions and needs of consumers, which are closely related to them. The growing requirements
of the market, the development of self-service forms of selling, increase in the population wealth as well as
increasingly better quality of packaging and possibility of fast modifications caused that packaging has begun to be
seen as an important element of any marketing strategy. The role of packaging as a marketing tool largely depends on
the nature of a product, for which it is used and the type of the decision, which is taken by a consumer while the
product is bought [34].
Until now, packaging has been presented in different contexts in marketing [35]:

 Packaging as an instrument of marketing mix (in the enlarged formula 7P)

 Packaging in relation to a product, price, distribution and promotion
 Functions and values of packaging in relation to the needs and requirements of consumers
 Packaging in the strategy of a product
 Packaging in a promotion strategy (advertising, basis for promotion, an element of the brand image)
 Packaging and its design as a source of emotions and experience of consumers
 Packaging as a platform of information and education for consumers.

One of the most important packaging marketing functions is the communication function, which involves
transferring specific information on a given product and its manufacturer to prospective buyers in order to encourage
them to buy it. The concept of communication should be understood as both informing, educating as well as promoting
a product. It is in this sense that the communication function concerns mainly individual packaging, however it can
be noticed that it increasingly expands on collective packaging, which is caused by development of sales networks of
the type “Cash&Carry”.
The communication function of packaging is usually identified with the aesthetics, visual attractiveness and
appropriate information on packaging. This information should primarily shape needs of consumers, attract their
attention and arouse their desire to buy a product [34].
The perception of information shown on packaging is a multi-dimensional process, which consists of transmitting
information (the cognitive phase), inducing emotions (the affective phase) and action (the behavioural phase). These
phases are supposed to result in location of the product in the hierarchy of alternative products taking into account its
quality, price as well as brand and arouse the desire of having and buying it [37].
 Joanna Wyrwa and Anetta Barska / Procedia Engineering 182 (2017) 770 – 779 773

The information feature of packaging consists of two groups of characteristics [38]. The first one is semantic and
the second one is non-semantic. The first one includes:

 Presence and readability of important information from the point of view of a consumer (including obligatory
information)
 Readability of the basic information such as the name of the product or its purpose (at a distance of at least 1
meter)
 Presence of warnings against unsafe use of the product.

While the second group includes:

 Use of suitable and contrast colours for easy reading of information

 Ability of suggesting the purpose of the product through the visual layer of the packaging (colours applied, fonts
or the shape of packaging)
 Use of warning colours for dangerous goods.

Food labelling generally means putting information on food packaging, labels or collective packaging, which
concerns the food packed. This information takes the form of words, letters, logos, images, figures or symbols and
may refer to the shelf-life of the product, ways of preparation, consumption, nutritional value or other commercial
aspects [39].
Food labelling is supposed to protect consumer interests. It also plays an important role in food trade and is a source
of information both for a consumer and for other participants of the logistics chain. The required information can be
placed directly on food packaging or on labels. Labelling is an element of ensuring safety of food products, which
consists of health and sensory quality as well as nutritional value. Labelling must not mislead a consumer and any
declaration placed on packaging by a manufacturer must be verified and approved by relevant supervisory authorities
[40]. Therefore, food labelling consists of placing information about the product and its manufacturer as well as data
on the nutritional value of the product.
The information, which is placed on the packaging, must not only fulfil the requirement of compliance with other
messages, but also include the content required by law [41]. The detailed requirements specifying the scope and the
methods of placing information on food products shall be governed by the provisions of the food law. The European
food law requires that all information placed on packaging of foodstuffs should be consistent, clear and
understandable, and above all, it must not mislead a potential consumer. The purpose of the superior law on labelling,
i.e. the Regulation of the European Parliament and of the Council (EU) No 1169/2011 on the transmission of
information on foodstuffs to consumers is the introduction of solutions aimed at conscious decision making by
consumers. The changes in respect to labelling introduced by the European Parliament and the Council are not only
a response to the expectations of consumers but they were also introduced in order to harmonize the information
provided on the labels of food products available in the European Union. The new regulations are designed to provide
consumers with the ability to make right and informed choices when buying food.
In accordance with the EU Regulation No. 1169/2011 “information on food” was defined as the information
concerning the food made available to the final consumer through labels, other materials accompanying or other
measures, including modern technological tools or verbal communication. While “labelling” means any inscriptions,
detailed data, trademarks, brand names, illustrations or symbols referring to the foodstuff and placed on any type of
packaging, document, leaflet, label, ring or collar accompanying such food or relating to it. The definition of
“labelling” is therefore a broad concept and includes not only labelling of packaging but also accompanying
documents.
It is in the regulation that it is emphasized that food labels should be clear and understandable to be helpful for
consumers, who want to make more informed choices concerning the food. The clarity is an important part of the
increase of the likelihood that the information on labels will have an impact on consumers and unreadable information
on products is one of the main causes of consumer dissatisfaction with food labelling. It is in this legal act that all
aspects related to readability, including fonts, colours and contrast were taken into account. The concept of
“readability” is defined as the physical appearance of the information, by which the information is visually available
774 Joanna Wyrwa and Anetta Barska / Procedia Engineering 182 (2017) 770 – 779

to the general public and which is determined by various elements, such as the font size, letter spacing, line spacing,
letter thickness, colour, font type, the relationship between width of the letters and their height, the surface of the
material and the contrast between the letters and the background.
Labelling of products is crucial for ensuring security and reliable nutrition information for consumers [42]. It is one
of the ways to monitor trade and risk management.
On the basis of the Regulation of the Minister of Agriculture and Rural Development of 15th March 2013 [43],
labels of food products should obligatory include following information: the name of the food product (commercial
name of the product and the product group), the list and the amount of ingredients (in decreasing order), potentially
allergenic ingredients or substances, the net quantity, the date of the minimum shelf-life, the recommended storage
and consumption conditions, the name or business name (address) of the entity placing the food on the market
(manufacturer, importer), the country or place of origin, instructions of use (preparation and consumption), nutrition
information, information on energy value (since 13th December 2016), content of fat and saturated fatty acids,
carbohydrates and sugars, protein, salt.
Labels fulfil also promotional functions and therefore their appearance and content should encourage buyers to
purchase a product, on which they are placed. The social marketing orientation gave a new meaning to labels and their
contents. Today, it is required that they fulfil not only distinctive and promotion functions, but they should be carriers
of commercial, educational and warning information. However, these assumptions are not always respected by entities
offering goods. It is observed that labels have become a battleground for competition and unethical actions of
manufacturers, which place false information on products [44].
Currently, labels are placed both on packaging of products, where they are put in a permanent manner and on
individual products which are sold “loose” (e.g. on fruits and vegetables). Placing labels on different packaging and
products has resulted in their development in the direction of application of new technologies in their production and
use. Whereas it is in the wholesale market that labels are put on collective packaging and are supposed to inform about
their manufacturer, manufacturing site and specific characteristics of products (the shelf-life, transport conditions, the
size of the lot, country of origin). Currently, logistics labels are introduced, which are used to mark and monitor the
flow of cargo. The information in the form of a code placed on them enables identification of lots in distribution
channels both in national and international trade. The second form of labels used in trade (in Poland and in the countries
of the European Union) is represented by so-called passports, whose purpose is to identify sources of food (vegetable
and animal), which serves protection of health and prevents selling products of unknown origin [44].
The new trends in sales and distribution of food products as well as the complexity of the issues within the food
law result in the need to increase the amount of information, which should be obligatorily placed on packaging of
products [2].
It is through its information function that packaging distinguishes and identifies products in the assortment. It is
a carrier of information about the product itself, the rules for its use, components, dates of its suitability for use or
multiple commercial information aiming at inducing consumer to purchase a product of a particular manufacturer or
brand [30]. C.F. Hales [46] believes that the information function of packaging should be considered fundamental one,
since its primary objective is to raise awareness of persons in contact with packaging and its contents (consumers and
employees on different levels of the distribution channel) on how to deal with the packed product (during its transport,
use and after its consumption), its composition and the possible risks to life or health.
The information function means above all [45]:

 Providing knowledge needed to take a decision on purchase

 Strengthening the belief of the appropriateness of the decisions taken
 Raising awareness of benefits resulting from purchasing
 Provide information about new products and services.

4. Information aspects of food product packaging from the consumer point view

New trends in the development of food products result from the changing needs and expectations of consumers,
which are affected, among others, by demographic changes occurring around the world, higher incidence of diseases
 Joanna Wyrwa and Anetta Barska / Procedia Engineering 182 (2017) 770 – 779 775

related to diet, development of e-commerce or increasing environmental awareness. All this causes that consumer
expectations towards different functions of packaging, including the information function, are getting higher. The
trends prevailing in the food product market shape the development of the food packaging industry, which is the
justification for examining the issues. The interest in packaging of food products results also from the fact that food
and beverage packaging products constitute up to 64,8% of the market.
The empirical studies using survey methods with a standardized questionnaire were carried out on a group of adult
consumers living in the Lubusz Voivodeship in October and November 2015. The reliability of the scale of the
measurement tool has been proven by the Cronbach’s alpha test. 383 questionnaires surveys were obtained, however,
the verification of the empirical material and incomplete data in the questionnaires limited the sample to 372
respondents. The field studies were preceded by pilot studies, which enabled verification of the measurement tools.
The respondent selection criteria for the sample took into account the representativeness for the population in the
voivodeship and the selection had a quota nature taking into account the gender and place of residence. Women
accounted for 52% and inhabitants of rural areas for 36% of the respondents. The choice of the Lubusz Voivodeship
for the research area was determined by the fact that health and quality of life, which is directly associated with healthy
and safe food, is among the areas of the intelligent specializations selected by the region. The following requirements
must be fulfilled in the case of packaging: providing the highest quality of food products, ensuring originality of
products, providing reliable and readable information as well as providing environment-friendly packaging. Only
a properly designed and built package is a guarantee that the quality of a product will not be deteriorated during
transport and storage and the information contained on the packaging helps a consumer to take a right decision. The
conclusions drawn from the study are very practical and may be applied by food producers in their competition
strategies. The main objective of the field studies was to investigate the attitudes and behaviour of consumers towards
packaging food products. It is in the study that the following problems are investigated: packaging as a factor affecting
decisions taken by consumers, information value of packaging and determination of the attitude of respondents
towards innovations in the field of packaging of food products. The questionnaire survey contained 19 questions
graduated with a nominal, ordinal, Likert and rank scale. This article presents only selected results of the study, which
can be used to identify the role of packaging as a medium of information on food products.
The survey shows that the main function of food product packaging in the opinion of the respondents is primarily
protective function (23.8%) and information function (23.8%). Further, the following functions were indicated: utility
function (22.8%), ecological function (13.8%), aesthetic function (7.5%) and distinguishing function (2.5%). It is
among demographic variables that the age of respondents can be indicated as a differentiating variable. Young
consumers pointed to ecological functions of packaging much more frequently: safety for the environment,
recyclability. It is also in this group of consumers that more and more respondents are interested in biodegradable and
not destroying ozone layer packaging. While the consumers aged 50+ prevailed in the group of respondents indicating
the information function as the priority. The increasing information role of packaging results from many abuses in
food production and marketing and common application of additives of unknown effects in future. In view of the
increasing demands of consumers in terms of information needs, the importance of labelling is growing, which aims
at protecting interests of consumers, including their life and health. The respondents pointed out at such characteristics
of packaging influencing buying decisions as: ease of use (weight 3.51 at maximum assessment – 4), strength
(assessment 3.40) and the unit price (3.31), [36].
This article is focused on information functions of packaging. Food labelling is a source of information both for
a consumer and for other participants of the logistics chain. The growing role of packaging is associated with the
development of self-service forms of retail sale. Packaging attracts attention of buyers (especially while buying
products on impulse), informs about ingredients of the product, benefits and usage of the product as well as it helps
a consumer to identify the product; packaging has also promotional and informational functions. Properly designed
packaging can be more effective than an advertising campaign for a producer. Packaging is a special medium of
information on brand, class, sort of a product, its production date, shelf life, the name of a manufacturer, content,
usage and warnings [30]. The information on labels is often perceived by consumers as a guarantee of product quality.
The required marks are located directly on food packaging or on its labels.
776 Joanna Wyrwa and Anetta Barska / Procedia Engineering 182 (2017) 770 – 779

Table 1. Importance of the information placed on food packaging from a consumer perspective.
The type of information Assessment of importance
Shelf-life 4.59
Price 4.19
Composition of a product 3.96
Nutritional value 3.66
Content and the type of preservatives 3.42
Vitamin content 3.40
Storage conditions 3.30
Method of preparing 3.26
Protein content 3.15
Caloric content 3.13
Quality certificate 3.10
Carbohydrate content 3.07
Whether it is a domestic product 3.03
Content of mineral elements 3.03
Country of origin of a product 3.01
Regional origin of a product 2.95
Ecological certificate 2.89
Manufacturer 2.86
Weight 2.84
Information on nutritional recommendations 2.55
Whether the packaging is recyclable 2.52
Whether the packaging is biodegradable 2.49
“Fair trade” product 2.38

The maximum importance assessment is 5.

The consumers surveyed indicated that the important information, which is frequently checked by them on
packaging, is above all product’s shelf-life, price and the information on the composition of the product; in particular
the content of preservatives and the nutritional value (Table 1). Consumers increasingly pay attention to the nutritional
value and health impact of the purchased and consumed food. This is due to increasing knowledge and nutritional
awareness of consumers. The growing awareness of risks caused by excessive accumulation of waste induces
consumers to eliminate one-way and unsuitable for recycling packaging. It was the gender which varied assessments
concerning importance of information the most: in respect of the shelf-life (for women, this information was more
important, the weighted average value in the group of women was by 0.66 higher), biodegradability of packaging (also
for women this information was more important, the weighted average value in the group of women was by 0.61
higher) and regarding the nutritional recommendations (also more important for women, assessment higher by 0.57),
as well as the content and the type of preservatives (women, assessment higher by 0.55). While men assessed the
information on a manufacturer much higher (assessment higher by 0.22 points). While considering the place of
residence of respondents, there are clear differences for information regarding: a manufacturer (residents of urban
areas assessed this information higher by 0.58 points), nutritional information (more important for urban residents,
assessment higher by 0.53) or recyclability of products (also residents of towns consider this information more
important, assessment higher by 0.56). While considering the age of respondents, as it was already mentioned, the
information on the environmental aspects of packaging was more important for the younger generation, and for older
respondents, the information concerning the composition of the products and the content of preservatives was more
important. Older respondents also emphasized that that the information on the packaging was often unreadable for
 Joanna Wyrwa and Anetta Barska / Procedia Engineering 182 (2017) 770 – 779 777

them because of too small fonts and unclear wording. At this point, it is worth noting that people over 60 years of age
represent 22% of the general population in our society today and in 2025, people over 60 will represent 26.8% of the
population and in 2035 about 30% of the total, therefore their expectations should not be ignored. It is also worth
noting that consumers are very often affected by packaging while assessing product quality. The studies of P. Cyrek
[30] show that the high quality is associated with attractive shape or colour of packaging and with information
contained on it. Packaging is a medium of information on product quality, which is treated more seriously than
information from the media or opinions of control and certification institutions.

5. Conclusion

Packaging was traditionally understood as a means of protecting a product in the process of distribution, transport
or storage; currently, it is increasingly becoming an effective way to communicate with the environment. On the one
hand, it is a consequence of development of various forms of self-service sales and on the other hand, of the growing
consumer demand for information as a result of the growing nutritional awareness. Therefore, beside protective or
transport functions, packaging must fulfil the information function, particularly in conditions of a limited involvement
of sales staff in trade. Food packaging is an essential marketing tool, the importance of which is reflected both in the
performed functions and the role in the process of making decision on purchase by consumers. It is worth remembering
that the first contact of a consumer with a product occurs mostly through packaging. The characteristics of packaging
often determine the interest in the product. While the increasing information role of packaging results from many
abuses in food production and marketing and common application of additives of unknown effects in future. Labelling
of products is crucial for ensuring security and reliable nutrition information for consumers. The survey shows that
the main function of food product packaging in the opinion of the respondents is primarily protective function (23.8%)
and information function (23.8%). Labels placed on food product packaging are more and more popular among
consumers. This is due to the increasing awareness of the relationship between diet and health, which induces
consumers to look for nutrition information and helps to make the right choices, while buying food products. The
analysis of the results of the studies indicated also that the most important packaging features for a consumer are: ease
of use and durability, while the most important information sought on packaging are: shelf-life, price and composition
of a product. Consumers are also interested in information on caloric content, individual nutrients and the origin of
a food product. Consumer surveys are an important phase in the process of packaging design and their results can be
used by food producers to develop their marketing strategy. They are part of a detailed analysis of a market situation,
which allows developing optimal packaging, which may arouse interest of potential buyer and succeed in the market.
While designing packaging, the information and promotional function of packaging should be taken into account. The
proper design of product packaging is an integral part of the marketing strategy; it may also contribute to the increase
in competitiveness and interest of purchasers.

Acknowledgements

7th International Conference on Engineering, Project, and Production Management (EPPM2016) was financed
in the framework of the contract no. 712/P-DUN/2016 by the Ministry of Science and Higher Education from
the funds earmarked for the public understanding of science initiatives.
7th International Conference on Engineering, Project, and Production Management (EPPM2016) finansowana
w ramach umowy 712/P-DUN/2016 ze środków Ministra Nauki i Szkolnictwa Wyższego przeznaczonych
na działalność upowszechniającą naukę.

7th International Conference on Engineering, Project, and Production Management (EPPM2016)

was co-organised by the Agency for Restructuring and Modernisation of Agriculture (Poland).

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