Millennials uppfattning om livsmedelsförpackningar samt deras ekologiska hållbarhet
Typ
Examensarbete på grundnivå
Program
Publicerad
2020
Författare
Vikman, Johanna
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
The Nordic region’s top market leader within concept solutions for fast-moving consumer goods
(FMCG) and institutional housekeeping – Orkla Foods Sweden - has the goal to become the
leading merchandise company in Sweden within the category environment and sustainability. They
have a vast engagement in environmental development for sustainable packaging to reduce
climate change.
The purpose with this study is to contribute with a utensil for Orkla Foods Sweden in their work
toward an increased market for environmentally safe products that includes grocery packages. The
mission is to pinpoint how this study group with Millennials perceive a food packaging – by its
aesthetics and ecological focus.
The knowledge about what is perceived as attractive and compelling can potentially result in
guidelines how awareness could be inflicted for the consumer through a grocery shelf. In relation
to packaging and environmental sustainability – insights of the participants will contribute
knowledge for Orkla Foods Sweden regarding how they will get the eco-friendly message across
with a packaging.
Millennials are young adults in between the ages 18-35 and they seem – according to the market
group of Orkla Foods Sweden – as a liable part of a larger of the segments in the market for a
brand with the focus for environmental sustainability. The target group values for instance
conscious consumption highly and they believe it could lead to a global environmental change.
An experiment was performed at Chalmers technology university – wherein 23 participants had to
analyse food packages in five different stations with separate area of focus; choice of material,
graphics, proportions, shape & function, communication by markings and recycling. The purpose
of these starting points was for the participants to reflect in terms of the study two framings of a
question. The stations included food packaging from different categories of grocery – as well as a
station with two collages of symbols and markings.
The outcome of the experiment showed that the overall impression of a package has an impact on
the participants – graphics as well as the environmental factor and sustainability. It is the putting
together between the different attributes and aspects that amplify the positive or negative
experience. The participants spoke essentially about the categories material, colour and
construction – when they made parallels towards sustainability. Construction consists of
compositions of/between materials, function and shape. It is not apparent that there is one
solution that answer all criteria around sustainability - according to the participants. The food
proved to be the primary importance and a great number of participants had not reflected
particularly about packaging and its ecological worth, beforehand. Which created a clarity that
food and packaging needs to be observed as one unit – therefore the product should be
perceived as good and sustainable. Two graphics styles that got a higher response was; white or
lighter nuances of beige, stripped with small drawn illustrations or eye-catching colour, illustrations
and typographic. Several of the participants points out – unfortunately - that it feels like it is the
consumers own responsibility to understand how eco-friendly a food package really is throughout
its lifecycle.