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Would you eat it? An investigation of how perceived sustainability and perceived risk influence consumer acceptance of edible food packaging.

Boonchujaras, Apichaya; Furulund, Katrine
Master thesis
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URI
https://hdl.handle.net/11250/2687558
Date
2020
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  • Master of Science [963]
Abstract
One of the recent innovations for food packaging materials is edible packaging

which is initiated to deal with environmental issues. However, research into edible

food packaging is still in its infancy, especially in terms of consumer perception

and acceptance toward it. Therefore, the overall research question is how will

consumers accept edible food packaging? In this thesis we focus on two main

aspects which are perceived sustainability and perceived risk. We tested acceptance

of the three products (edible water bottle, edible coffee cup, edible cupcake case)

that vary in terms of perceived sustainability and perceived risk. The total number

of participants is 120 which were recruited by a convenient sampling method. The

results indicate that perceived sustainability was positively associated with

consumer acceptance of the product. In contrast, perceived risk was negatively

associated with the acceptance. Specifically, only health-related risk influenced

consumer acceptance, which represented the physical risk dimension. Additionally,

the mean differences of consumer acceptance among the three tested products were

not all significant. The mean acceptance of edible cupcake case was significantly

higher than edible water bottle and edible coffee cup.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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