¿Por qué elegir los envases de NNZ?

  • Cobertura mundial
  • Enfoque en el mercado local
  • Amplia gama de productos
  • Innovador creador de tendencias
  • Envases hechos a medida
  • Éticos y de confianza
  • Sostenibles y con una orientación social
Solicitud de información

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

Sobre NNZ

NNZ es una empresa internacional especializada en envases para clientes de la industria y el sector de las frutas y verduras. Desde su creación en 1922, esta empresa familiar ha crecido hasta convertirse en una organización con unos 250 empleados y una amplia red global de socios e instalaciones propias.

La fuerza de esta red radica en la capacidad de aumentar la eficiencia y la competitividad. Al igual que NNZ, los socios de nuestra red tienen un carácter social y sostenible, son líderes en su segmento de productos, están orientados al cliente, crean tendencia y son innovadores, flexibles, transparentes, fiables y éticos.

En NNZ, nuestros empleados siempre son lo primero. Estamos convencimos de que esto propicia un mayor grado de creatividad y productividad, lo que tiene una enorme importancia para nuestros clientes, nuestros proveedores y otras partes interesadas. Nuestro objetivo es trabajar de manera personal, agradable y llena de pasión, siguiendo el plan que hemos elaborado juntos. Nuestro lema es: «Juntos, mejor». Juntos, ofrecemos a nuestros clientes soluciones logísticas a medida, sostenibles e innovadoras mediante creación conjunta.

Gracias a nuestras filiales en ubicaciones estratégicas en distintos países, somos capaces de satisfacer estas necesidades. Trabajamos codo con codo con nuestros clientes y un equipo diverso de profesionales; especialistas en el área de los materiales, la tecnología alimentaria, el diseño gráfico y los estudios de mercado. Juntos, trabajamos para ofrecer productos hechos a medida, desde el diseño hasta la introducción en el mercado. ¡Soluciones específicas para cada eslabón de la cadena, inteligentes y orientadas al cliente!

Nuestra gama estándar incluye: sacos de red, sacos de yute, envases de papel, sacos tejidos de PP, películas, láminas, recipientes, vasos, cubos, big-bags (bolsas grandes) y material de estabilización de paletas. NNZ también suministra envases hechos a medida. Aplicamos las normas más rigurosas para todos los envases desde el punto de vista de la sostenibilidad, la eficiencia y la seguridad alimentaria. De esta forma, nuestros clientes se benefician de nuestras extraordinarias condiciones de compra y de unos productos de la más alta calidad.