From waste to taste: understanding consumer perceptions and marketing strategies for edible food packaging

Abstract

Purpose – Traditional packaging materials in the foodservice industry contribute significantly to unrecyclable municipal solid waste. This study aims to explore edible food packaging as a sustainable alternative and examine the factors influencing its adoption, including perceived value and additional costs. Design/methodology/approach – Two studies were conducted to evaluate consumers’ perceptions of edible food packaging. Study 1 examined the effect of food type (hedonic vs. utilitarian) on consumers’ purchase intentions. Study 2 explored the interaction effects between food type and pricing strategies (partitioned vs. combined pricing) on purchase intentions. Both studies also tested the mediating role of perceived green value. Findings – Both Study 1 and 2 revealed that consumers demonstrated higher purchase intentions for food products wrapped in edible packaging when presented with hedonic food options compared to utilitarian ones. Additionally, the study 1 identified perceived green value as a mediator between food type and purchase intention. The findings of study 2 demonstrated that partitioned pricing enhanced purchase intentions for utilitarian food options, compared to combined pricing strategies. Furthermore, the moderated mediation analysis revealed that green perceived value mediates the interactional effect between pricing strategy and food type on purchase intention. Originality/value – This study contributes to the understanding of consumer behavior toward sustainable food packaging by identifying the roles of food type, pricing strategies and perceived green value. It provides guidance for industry professionals and academic researchers interested in sustainable innovations in the foodservice sector.