Development of a holistic framework for the key packaging elements of agri-food products

Abstract

In this paper, a holistic methodological framework is developed aimed at the design and production of effective packaging that satisfies the needs of the modern market. Marketing and logistics managers, food technologists and social responsibility executives acknowledge the importance of a holistic approach to marketing and strive to consolidate their perception of such an approach and what it entails for packaging. Food producers can take account of these efforts and utilize those elements which emerge as being appreciated by all of the constituents cited above. To this end, primary research data was collected using a questionnaire that was completed by managers in the relevant business units of companies operating in the prepackaged agri-foodstuffs market in Greece, a major and competitive market.