New materials and technologies applied in food packaging may provide new opportunities to assure the biodegradability and recyclability, and reduce food waste, in the frame of the EU Circular Economy strategy. Several of these technologies might involve the re-use of food industry by-products.
Consumer adoption and correct use of the new packaging is essential to achieve these opportunities. Therefore, the positioning and communication of such new technologies needs to be optimally aligned with consumer perception and understanding of product-packaging combinations, which may not necessarily align with the "objective" environmental impact assessments from technical life cycle assessments.
The key objective of this 4 year PhD project is to model consumer adoption of sustainable food packaging, by identifying consumer segments and the packaging element combinations that lead to increased perceived benefits and minimized perceived risks.
We are looking for a PhD candidate, who will investigate how combinations of elements in sustainable packaging for specific fresh products increases adoption among different consumer segments across EU.
In this project the candidate will
- Create a theoretical framework on consumers' adoption of food packaging as a function of (a) product types, (b) individual differences, and (c) retail outlets.
- Conduct a pan-European survey to unravel consumers' understanding of, and current behaviours toward, sustainability, specifically in relation to food. Consumer segmentation will be conducted.
- Conduct a follow-up pan-European study to understand consumers' needs and preferences regarding sustainable food packaging. Product specifications will be determined by consumer segment.
- Conduct an experimental pan-European study to identify the preferred communication strategies by consumers from the identified segments. Assessment of sketches of the products representing various package/product/price combinations will be conducted.
- Perform three consumer studies to validate previous findings on the equality of surpassing in terms of acceptance of the newly developed products compared to conventional packaging as well as satisfaction of consumers' needs. One will be in a central location test, the second one a home-use test, and the third one will be a validation study in real-life supermarket environments where real purchases will be tracked.
Your work will consist of a literature study, international surveys and consumer behavior experiments. The approach to the data collection is quantitative and requires skills with, or willingness to learn to interpret and conduct complex statistical procedure.
The Wageningen UR Marketing and Consumer Behaviour Group is part of a EU funded consortium that investigates the potential of innovative packaging towards more sustainable food production chains. The consortium consists of university and industrial partners of a range of countries and aims to develop close to market applications of new food packaging. Hence the project gives the candidate the opportunity to create a European academic and industrial network.
Besides writing a PhD dissertation, you will present your work on conferences and through scientific publications.