Thinking outside the carton: attitudes towards milk packaging

Abstract

Purpose

The purpose of this paper is to investigate consumer attitudes towards packaging design as a tactical strategy for increasing the commercial value of liquid milk within the dairy industry.

Design/methodology/approach

In total, six focus groups were conducted containing 33 participants and data were analysed using QSR Nvivo 7. Findings were categorised based on the form, function and appearance of packaging design.

Findings

Results highlighted that the majority of participants found milk packaging to be functional; however, beyond this use, vast improvement could be made in terms of the aesthetics surrounding packaging design.

Research limitations/implications

Even for commodity products the use of packaging transcends beyond a functional role as consumers are becoming more demanding in their attitudes towards packaging design.

Practical implications

The study provides insights for managers in relation to opportunities for adding value through packaging design within the liquid milk sector.

Originality/value

The paper explores consumer attitudes towards milk packaging to identify possible new market opportunities.

Citation

Hollywood, L., Wells, L., Armstrong, G. and Farley, H. (2013), "Thinking outside the carton: attitudes towards milk packaging", British Food Journal, Vol. 115 No. 6, pp. 899-912. https://doi.org/10.1108/BFJ-Jul-2010-0127