Influences of packaging attributes on consumer purchase decisions for fresh produce

Packaging attributes are considered to have an influence on consumer purchase decisions for food and, as a consequence, also on its consumption. To improve the current minimal understanding of these influences for fresh produce, a survey instrument in the form of an online questionnaire has been developed and launched in the US. The first part of the questionnaire covers consumers’ preferences for packaging convenience features, characteristics, materials, disposal method, and others for fresh produces in general, and the second focuses on attributes like price, container size, produce shelf life for a specific fresh produce, sweet cherries, to allow us to supply specific values for these factors to the participants. Cluster and conjoint analyses of responses from 292 participants reveal that specific packaging and produce attributes affect consumer purchase decisions of fresh produce in general and of sweet cherries in particular (P ⩽ 0.05) and that some are population segment dependent (P ⩽ 0.05). For produce packaging in general, ‘extend the “best by” date’ was ranked as the top convenience feature, the type of packaging material was considered to affect the food product quality (92.7%) and containers made from bio-based materials were highly appealing (3.52 out of 5.00). The most important attributes that affect the purchasing decisions of consumers regarding a specific fresh produce like sweet cherries are price (25%), shelf life (19%) and container size (17.2%).