Packaging attributes of antioxidant-rich instant coffee and their influence on the purchase intent

Abstract

The present study aimed to identify the most important packaging attributes for purchasing a product not currently on the Brazilian market: antioxidant-rich instant coffee, a blend of roasted coffee and green coffee. Five package types of the same brand of instant antioxidant-rich coffee marketed in different countries were evaluated through a focus group. The attributes’ glass shape, glass lid color and label, information and brand were selected for the quantitative study. The purchase intent for the packaging images was evaluated with conjoint analysis. In general, an increased purchase intent was verified for more modern packages and browner labels that indicated roasted coffee. The consumers preferred the image of green and roasted coffee beans next to the cup of coffee and valued information about the product’s differentiation (the origin, type, quantity and functions of antioxidants) that was presented in the form of explanatory charts on the back of the packaging.