Alessia Lombardi, Giovanbattista Califano, Francesco Caracciolo, Teresa Del Giudice, Luigi Cembalo
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Eco-packaging in organic foods: rational decisions or emotional influences?
Abstract The introduction of biodegradable and compostable packaging has been a significant milestone in reducing conventional plastic use, particularly in sectors that prioritize sustainability like the organic food industry. This study explores the factors influencing the selection of such packaging, with a specific focus on the role of emotions in a representative sample of Italian consumers. Two models, the Theory of Planned Behavior (TPB) and the Rational-Emotional Model (REM), were evaluated and compared. The TPB model confirms that positive attitudes, subjective norms, and perceived behavioral control influence the intention to choose biodegradable and compostable packaging. The REM reveals that environmental concern, cognitive benefits, and emotions significantly impact purchase intentions. The REM explains a greater variance in intention compared to the TPB model, highlighting the importance of combining rational and emotional components. Biodegradable and compostable packaging aligns well with the target consumers of organic food, making it an excellent solution for organic produce. Emotions play a crucial role in shaping consumer intentions and behaviors. Marketing strategies should appeal to consumers’ emotional responses, address cognitive concerns, and highlight the specific benefits of sustainable packaging. This research emphasizes the relevance of bioplastic packaging for organic products and underscores the significance of emotions in influencing consumer behavior.
Organic AgricultureAgricultural and Biological Sciences-Agricultural and Biological Sciences (all)
CiteScore
5.00
自引率
0.00%
发文量
35
期刊介绍:
Organic Agriculture provides a platform for the sharing of knowledge on all aspects of Organic Agriculture and Food Systems. The journal features scientific articles on a range of topics, including, but not exclusively:
- Soil
- Plant production
- Animal husbandry
- Farming system research and development
- Resource management
- Agro-ecology
- Value chains
- Processing
- Product qualities
- Socio-economics
- Consumer research and marketing
- Ethics
- Novel research methodologies
- Innovations in Organic Agriculture
Drawing on value chain and systems approaches within Organic Agriculture; the journal welcomes original inter-, intra- and trans-disciplinary papers alongside the reports of focused disciplinary studies that accord with the principles of Organic Agriculture. We also welcome papers which take a critical approach to one or more aspects of organic agriculture and/or initiate critical discussions of the principles on a scientific basis.
Papers with farming system comparisons are welcome. The journal does also cover scientific reviews, science-based concept notes, and invited papers on specific topics.