Hvorfor vælge emballager fra NNZ?

  • Global dækning
  • Fokus på lokale forhold
  • Omfattende sortiment
  • Innovativ trendsætter
  • Skræddersyet emballage
  • Pålidelig og etisk
  • Bæredygtig og socialt engageret
Anmodning om oplysninger

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
The Netherlands

Om NNZ

NNZ er en international virksomhed, der er specialiseret i emballager til frisk frugt og grønt samt emballage løsninger til industrisektoren. Siden grundlæggelsen i 1922 har familiefirmaet udviklet sig til en organisation med ca. 250 ansatte og et omfattende, globalt netværk med egne filialer og partnere.

Netværkets styrke er dets evne til at øge konkurrenceevnen. I lighed med NNZ kan partnerne i netværket karakteriseres som bæredygtige og socialt ansvarlige førende producenter, som kundeorienterede, innovative, trendsættere, og som værende fleksible og transparente, pålidelige og etiske.

Hos NNZ betragter vi medarbejderne som vores største aktiv. Vi er overbeviste om, at dette fører til mere kreativitet og produktivitet, hvilket er af afgørende betydning for vores kunder, leverandører og øvrige interessenter. Vi tilsigter en meget personlig, passioneret og engageret arbejdsform, hvor vi med godt humør går frem efter den plan, som vi har lavet i tæt samarbejde med vores kunder. Vores motto er: ‘Together is better’. Sammen leverer vi bæredygtige, skræddersyede produkter til kunderne, logistiske løsninger og innovation gennem samskabelse.

Sammen med vores datterselskaber, som er placeret på strategiske steder i forskellige lande, kan vi realisere disse målsætninger. Vi samarbejder med vores kunder og et team bestående af forskellige eksperter; specialister inden for materialevidenskab, fødevareteknologi, grafisk design og markedsundersøgelse. Vi samarbejder om skræddersyede produkter fra koncept stadiet til lancering på markedet. Vi tilbyder smarte løsninger, der opfylder kundens specifikke behov, til samtlige led i kæden!

Vores standardsortiment omfatter: net-emballage, jutesække, papiremballage, vævede PP-sække, film, folier, bakker, kopper, spande, big-bags samt palle-stabiliseringsmateriale. Derudover leverer NNZ skræddersyede emballager. For alle emballager gælder det, at vi lever op til de højeste standarder, når det handler om bæredygtighed, effektivitet og fødevaresikkerhed. Vores kunder profiterer således af vores fremragende indkøbsbetingelser og kvalitetsprodukter.