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Emotions and rationality of consumers in the world of soft fruit packaging Part 2/3

Part 2 Purchasing criteria

Consumers' view of sustainable packaging, and their purchasing behaviour

To what extent is sustainability and sustainable packaging truly important for consumers? Do consumers actually follow through on what they claim to purchase? What do consumers name as being important, and how do they act in a simulated purchasing situation?

In order to answer these questions, NNZ, market leader in vegetable and fruit packaging, recently conducted a large-scale survey in Germany (more than 300 interviews and 11,700 purchasing stimulations). NNZ conducted the survey using packaging materials for blueberries and strawberries. The initial results of the survey into strawberries and strawberry packaging options were presented and enthusiastically received at the European Packaging Forum in Düsseldorf.

We shall be sharing the results of the survey in a series of 3 articles. In part 1, we shared consumer views regarding sustainability and sustainable packaging materials, and checked consumer knowledge on the subject.

Here, in part 2, we discuss the results of the survey in terms of the criteria that influence the purchasing decisions, based on the following questions:

  • What is the emotional impact of fruit and what associations do consumers have with strawberries?
  • What are the main emotional and rational criteria for consumers when purchasing strawberries?

What is the emotional impact of fruit and what is the association with strawberries?

'The heart has its reasons which reason knows not', is a piece of wisdom by Blaise Pascal (1647). A study of the brain many years ago showed that people take virtually all decisions subconsciously and emotionally, rather than rationally. The same applies to purchasing decisions of course, which is a challenge for market researchers: 'Will the consumer actually buy what he/she claims to buy?' The NNZ therefore had the survey conducted by the specialised institute of Dr. Ralf Mayer de Groot.
 

Seeing as emotions influence our purchasing behaviour, a study was made of the emotional impact of and association with strawberries. It showed strawberries to have the highest emotional importance and to evoke strong emotions, when compared with apples, grapes, oranges, blueberries and even cherries.

Strawberries are associated with happy memories, that wonderful summer feeling, friends, love, romance.

What are the emotional purchasing criteria for strawberries?

The main emotional criteria for strawberries are the delicious flavour, attractive red colour, freshness and perfect ripeness. All these aspects are a measure of the quality of the strawberries. Consumers attach much greater importance to these quality criteria than that the strawberries are grown in an ecologically sound manner.

What are the rational purchasing criteria for strawberry packaging options?

The packaging must protect the strawberries and must guarantee visibility of the contents, so that consumers can check the quality of the strawberries.

As far as consumers are concerned, the safeguarding of the quality of strawberries by the packaging is more important than all the analysed ecological criteria.

However, 61% of the respondents (see graph above) indicate they would prefer not to buy certain packaging options, on the basis of ecological grounds. And so consumers have conflicting issues. A cardboard or pulp packaging that is perceived to be 'environment-friendly' does not offer good visibility of the contents. A plastic packaging offers good visibility but is often perceived to be 'environment-unfriendly', on the other hand. The main question is therefore: 'Do consumers actually follow through on what they claim to do?'

In the following article, we discuss the results of purchasing simulations for strawberry packaging options, in order to answer this question.

NNZ also conducted the same survey for blueberries and blueberry packaging options. Interested in the results? Feel free to contact us.

NNZ the packaging network
Alies Padding
mob: +31 6 21221154
Aarhusweg 1
9723 JJ Groningen

Présentation de NNZ

NNZ est une société internationale spécialisée dans les emballages pour les clients du secteur agricole et industriel. Fondée en 1922 aux Pays-Bas, l'entreprise familiale s'est développée jusqu'à devenir une organisation de 250 employés disposant d'un réseau dense et international regroupant des propres établissements et des partenaires fiables.

La puissance de ce réseau découle de sa capacité à renforcer la compétitivité. NNZ a un réseau de partenaires qui se démarquent par leur engagement dans la durabilité et leur politique sociale, leur position de leaders de produits, leur orientation sur les clients, leur esprit innovateur et pionnier, leur flexibilité, leur fiabilité et leurs convictions éthiques.

Chez NNZ, nous sommes à l'écoute de notre personnel. Nous sommes convaincus que cette attention favorise la créativité et la productivité au profit de nos clients, fournisseurs et autres partenaires. Nous avons la volonté de travailler ensemble avec plaisir et engagement personnels conformément à notre politique déterminée en commun. Notre mot d'ordre résume cette volonté : « Together is better » Ensemble, nous fournissons à nos clients des produits sur mesure, des solutions techniques et des innovations résultats de notre création commune.

Nos filiales établies dans des régions stratégiques de différents pays, nous permettent de remplir nos objectifs à la plus grande satisfaction de nos clients. Nous coopérons étroitement avec nos clients et une équipe de différents professionnels spécialisés dans les secteurs de la connaissance des matériaux, de la technologie agro-alimentaire, de la création graphique et des études de marché. Ensemble, nous recherchons et développons des produits sur mesure, de la table de dessin à l'introduction commerciale. Pour chaque maillon de la chaîne, nous proposons des solutions intelligentes et orientées spécialement pour chaque client.

Notre gamme standard se compose de sacs en filet, sacs de jute, emballages en papier, sacs tissés en PP, films, feuilles, plateaux, barquettes, seaux, Big Bags et matériels de stabilisation de palettes. NNZ fournit également des emballages sur mesure. Pour l'ensemble des emballages proposés, nous appliquons les normes les plus strictes en matière de respect de l’environnement, efficacité et sécurité alimentaire. Nos clients bénéficient aussi de nos conditions d'achat exceptionnelles et de produits haut de gamme.