Revolutionizing Product Packaging: The Impact of Transparent Graded Lanes on Ketchup and Edible Oil Containers on Consumer Behavior

<!DOCTYPE html> <html lang="en" dir="ltr"> <head>  <script async src="https://www.googletagmanager.com/gtag/js?id=G-P63WKM1TM1"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-P63WKM1TM1'); </script>  <script type="text/javascript" > (function(m,e,t,r,i,k,a){m[i]=m[i]||function(){(m[i].a=m[i].a||[]).push(arguments)}; m[i].l=1*new Date(); for (var j = 0; j < document.scripts.length; j++) {if (document.scripts[j].src === r) { return; }} k=e.createElement(t),a=e.getElementsByTagName(t)[0],k.async=1,k.src=r,a.parentNode.insertBefore(k,a)}) (window, document, "script", "https://mc.yandex.ru/metrika/tag.js", "ym"); ym(55165297, "init", { clickmap:false, trackLinks:true, accurateTrackBounce:true, webvisor:false }); </script> <noscript><div><img src="https://mc.yandex.ru/watch/55165297" style="position:absolute; left:-9999px;" alt="" /></div></noscript>    <title>Revolutionizing Product Packaging: The Impact of Transparent Graded Lanes on Ketchup and Edible Oil Containers on Consumer Behavior</title> <meta name="description" content="Revolutionizing Product Packaging: The Impact of Transparent Graded Lanes on Ketchup and Edible Oil Containers on Consumer Behavior"> <meta name="keywords" content="Packaging, customer behavior, purchase, brand loyalty, healthy consumption."> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <meta name="citation_title" content="Revolutionizing Product Packaging: The Impact of Transparent Graded Lanes on Ketchup and Edible Oil Containers on Consumer Behavior"> <meta name="citation_author" content="Saeid Asghari"> <meta name="citation_publication_date" content="2024/03/25"> <meta name="citation_journal_title" content="International Journal of Economics and Management Engineering"> <meta name="citation_volume" content="18"> <meta 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class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/search?q=Saeid%20Asghari">Saeid Asghari</a> </p> <p class="card-text"><strong>Abstract:</strong></p> <p>The growing interest in sustainability and healthy lifestyles has stimulated the development of solutions that promote mindful consumption and healthier choices. One such solution is the use of transparent graded lanes in product packaging, which enables consumers to visually track their product consumption and encourages portion control. However, the influence of packaging on consumer behavior, trust, and brand loyalty, as well as the effectiveness of messaging on transparent graded lanes, is still not well understood. This research seeks to explore the effects of transparent graded lanes on consumer reactions of the Janbo chain supermarkets in Tehran, Iran, focusing on ketchup and edible oil containers. A representative sample of 720 respondents is selected using quota sampling based on sex, age, and financial status. The study assesses the effect of messaging on the graded lanes in enhancing consumer recall and recognition of the product at the time of purchase, increasing repeated purchases, and fostering long-term relationships with customers. Furthermore, the potential outcomes of using transparent graded lanes, including the promotion of healthy consumption habits and the reduction of food waste, are also considered. The findings and results can inform the development of effective messaging strategies for graded lanes and suggest ways to enhance consumer engagement with product packaging. Moreover, the study's outcomes can contribute to the broader discourse on sustainable consumption and healthy lifestyles, highlighting the potential role of packaging innovations in promoting these values. We used four theories (social cognitive theory, self-perception theory, nudge theory, and marketing and consumer behavior) to examine the effect of these transparent graded lanes on consumer behavior. The conceptual model integrates the use of transparent graded lanes, consumer behavior, trust and loyalty, messaging, and promotion of healthy consumption habits. The study aims to provide insights into how transparent graded lanes can promote mindful consumption, increase consumer recognition and recall of the product, and foster long-term relationships with customers. These innovative packaging designs not only encourage mindful consumption but also promote healthier choices. The communication on the categorized lanes is likewise discovered to be efficient in fostering remembrance and identification of the merchandise during the point of sale and stimulating recurrent acquisition. However, the impact of transparent graded lanes may be limited by factors such as cultural norms, personal values, and financial status. Broadly speaking, the investigation provides valuable insights into the potential benefits and challenges of using transparent graded lanes in product packaging, as well as effective strategies for promoting healthy consumption habits and building long-term relationships with customers.</p> <iframe src="https://publications.waset.org/10013572.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Packaging" title="Packaging">Packaging</a>, <a href="https://publications.waset.org/search?q=customer%20behavior" title=" customer behavior"> customer behavior</a>, <a href="https://publications.waset.org/search?q=purchase" title=" purchase"> purchase</a>, <a href="https://publications.waset.org/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/search?q=healthy%20consumption." title=" healthy consumption."> healthy consumption.</a> </p> <a href="https://publications.waset.org/10013572/revolutionizing-product-packaging-the-impact-of-transparent-graded-lanes-on-ketchup-and-edible-oil-containers-on-consumer-behavior" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/10013572/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/10013572/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/10013572/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/10013572/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/10013572/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/10013572/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/10013572/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/10013572/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/10013572/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/10013572/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/10013572.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">231</span> </span> <p class="card-text"><strong>References:</strong></p> <br>[1] Wansink, B., Sangerman, C., & Payne, C. R. (2016). The transparency paradox: A role for packaging in increasing consumer intake of indulgent foods. Appetite, 96, 553-563. <br>[2] Venkat, A., Viswanathan, M., & Gaukler, G. (2019). The impact of transparency on consumer behavior: Experimental evidence from a food label reform in India. Management Science, 65(1), 155-173. <br>[3] Monteleone, E., Cicia, G., & Del Giudice, T. (2019). The effects of communication on consumers' perception of quality: The case of transparent packaging. Journal of Cleaner Production, 217, 227-236. <br>[4] Kozup, J. C., Creyer, E. H., & Burton, S. (2015). The effects of package design on consumer perceptions of brands: A meta-analysis. Journal of Marketing, 79(3), 25-41. <br>[5] Wansink, B., & van Ittersum, K. (2013). Bottoms up! The influence of elongation on pouring and consumption volume. Journal of Consumer Research, 39(3), 536-547. doi:10.1086/665048 <br>[6] Haws, K. L., & Winterich, K. P. (2013). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 23(3), 314-325. <br>[7] Grissinger, M. (2016). Using transparent medication packaging to improve medication adherence. P&T, 41(6), 360-361 <br>[8] Bix, L., Kim, E. J., & Kwon, J. (2018). Consumer perceptions of transparent packaging and their effects on purchase intentions. Journal of Consumer Marketing, 35(2), 178-188. <br>[9] Kim, H. J., & Park, J. (2019). Effects of warning labels on consumption of food and beverage products. Journal of Consumer Affairs, 53(2), 454-474. <br>[10] Wu, T., Zhang, X., & Hu, J. (2021). Effects of transparent packaging and message frame on consumers' food consumption behavior. 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Revolutionizing Product Packaging: The Impact of Transparent Graded Lanes on Ketchup and Edible Oil Containers on Consumer Behavior