Millennials uppfattning om livsmedelsförpackningar samt deras ekologiska hållbarhet

Examensarbete på grundnivå
Vikman, Johanna
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.
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