Factors affecting consumers and buyers’ attitude toward fish and fishery products packaging in Tehran city

The purpose of this study was to investigate the factors affecting consumers and buyers’ attitude toward fish and fishery products packaging in Tehran. For this purpose, after determining the research hypotheses, a questionnaire consisting of 60 questions was designed in two sections: demographic questions and main questions (Likert fivechoice scale). The statistical population of the present study was the city of Tehran, in which 5 urban areas were randomly selected and 384 questionnaires (according to the ratio of household population in these areas) were completed. In order to investigate the acceptance or rejection of hypotheses, a conceptual model was designed and implemented using structural equation modeling (LISREL software). The results showed that three hypotheses of significant effect of the insertion of nutritional value (hypothesis 4), cooking (hypothesis 7) and storage methods (hypothesis 8) on fish and fishery products packaging on consumers and buyers’ attitude toward packaging were rejected and five other hypotheses (significant effect of design and color, size and weight, shape and form, material and brand of packaging on consumers and buyers’ attitude toward packaging) were confirmed. In this study, among the factors affecting consumers and buyers’ attitude toward packaging, the highest effect (path) coefficient was related to the effect of design and color factor (0.29). Brand, size and weight, material and shape (and form) were ranked next with path coefficients of 0.24, 0.21, 0.15 and 0.11, respectively. According to the results, fish and fishery products packaging centers, in order to increase sales, should focus most of their activities on design and color, size and weight, material and shape of packaging.