The impact of packaging design on functional fruit juice consumers’ behaviour

Abstract

Functional food is considered similar or the same as conventional food that is consumed as part of a regular diet and is shown to have specific physiologic advantages that can reduce risk of chronic diseases. Generally, products put in that group are the ones that are scientifically proven to improve health and prevent diseases. When considering fruit juices as functional products, it is important to emphasize that their primary function is not to relieve one of thirst, but to enhance health and sports activities (in case of isotonic, dietary and energy drinks), and also indicate lifestyle. The research tried to cover this insufficiently researched territory. The focus of the research is functional food, with an emphasis on fruit juices, an area with very few empirical researches, especially when accepting new products through the influence of packaging. Branding and packaging attract the consumers’ attention, identify a product, create interest, generate the product`s psychological connotation and specify valuable product characteristics. If packaging is attractive enough to attract consumers’ attention, it is very likely that consumers will try the product. The goal of this research is to find out how great of a role functional fruit juice packaging has on consumers when making a purchasing decision.

Keywords

• design
• packaging
• functional fruit juice
• consumers