A Qualitative Investigation Into Multi-Sensory Package: Environmental Packaging, Visual and Haptic Packaging Appeal Among Consumers

Abstract

The purpose of the study was to investigate three areas of research in the packaging literature; environmentally friendly packaging, responses to specific colors (blue and yellow) and haptic packaging. All three areas were extensively investigated through depth interviews with discussion and implications provided. The study utilized semi-structured depth interviews among 20 participants from various generational segments. Questions were designed around each of the research topic areas. Mock advertisements and products were used in interviews to solicit appropriate feedback. Transcriptions were analyzed by two researchers independently and then cross analysis was further conducted. Findings showed that younger demographic consumers were both more aware and more prone to consider environmentally friendly packaged products. This study builds on multiple facets of literature by providing qualitative evidence to support and extend the fields. The study provides original methodology and findings.