Consumers’ Attitude toward Sustainable Food Products: Ingredients vs. Packaging

Source: Seo, Ahn, Jeong, and Moon (2016), Sustainability, 8(10):1073
DOI: 10.3390/su8101073

Overview

This 2016 study tests how buyers decide on sustainable food. The paper links two eco-friendly traits. One trait lies inside the food, like organic ingredients. The other trait comes from outside: eco-friendly packaging. The research fills a gap. It goes beyond the usual organic labels and notes that packaging harms the environment.

Key Findings

• Product Traits Shift Consumer Choices:
  In three tests, the researchers used ANOVA and ANCOVA. They found that willingness to buy changes. It matters if eco-friendliness comes from the food or from the package.

• Packaging Gains Weight:
  Organic ingredients normally win buyer trust. They are linked to health and care for nature. However, buyers now see eco-friendly packaging as key. The package can add to pollution. It thus changes satisfaction and purchase choices.

• Different Packaging Matters:
  In Study 3, buyers chose products with smart packaging. They liked the idea of using only as much packaging as needed. They see less packaging as friendlier to the earth. Some even value it more than the organic claim.

• Certifications Highlight Eco Traits:
  Certifications like organic and Fairtrade build trust. They help buyers see product worth and safety. Yet, buyers tend to focus on one eco claim. They rarely consider both ingredients and packaging at once.

Context and Importance

• Changing Market Patterns:
  Buyers now match purchases with ethics and green values. Past work looked only at organic claims. This study widens our view.

• Raising Packaging Pollution Awareness:
  Even as organic ingredients matter, packaging adds pollution. Sellers must note this part of eco-friendly goals.

• Behavior Shapes Buying:
  The package meets the buyer before the food. It sends a green signal. It shapes views and decisions before the food is read.

Practical Implications for Brands

• Pair Internal and External Eco Qualities:
  Consider using both organic food and green packaging. This pair helps attract buyers and protect nature.

• Keep Packaging Lean:
  Use only the necessary package. Clear eco benefits boost satisfaction and may allow higher prices.

• Build Trust with Clear Certifications:
  Use trusted eco-certifications for both parts. This mix builds a buyer’s trust and sets you apart.

Conclusion

The study calls for care with both food traits. Organic ingredients matter. Yet green packaging now also guides buying choices. Brands should balance both factors. New strategies must highlight packaging as much as food quality. This balance meets buyer needs and helps the environment.

Keywords

Sustainable food product, eco-friendly ingredients, eco-friendly packaging, willingness to buy, consumer attitude, organic food, environmental pollution, product attribute, certification.

This insight helps producers, marketers, and advocates see how packaging and ingredients shape eco-friendly purchasing.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.