The present study evaluated the role of packaging on customer preferences on a face cream produced with jennet milk. The research was conducted by survey on a panel of 300 persons (48% men and 52% women). Panel evaluated the effect of two aspects of packaging design on purchase willingness: type of paper (matte, glossy, and glossy with relief texture); type of product communication (A only naming Asinella, B Asinella and wording natural product, C Asinella and wording natural product and Made in Basilicata).
Panel showed the highest purchase willingness (4.1, P<0.05) toward product packaged with matte paper (2.56 and 2.94 in glossy and in glossy with relief texture, respectively). Furthermore, type B was elected as the most compelling information that determines more buy willingness (4.09; P<0,05) and that inspires greater reliability of product (3.89; P<0,05).
COSENTINO C., PAOLINO R., ROMANO S., BLASI A. C., FRESCHI P. 2012. Valorizzare i prodotti della biodiversità: il packaging nell'orientamento di acquisto. IX Convegno Nazionale sulla biodiversità, Bari 5-7 settembre 2012.