The Effect of Packaging on the Perception of Minimally Processed Products

Packaging plays a fundamental role on consumers' intention to purchase as it may be the first contact between the consumer and the product. The present study used the “Focus Group” methodology to obtain information on consumers' attitudes, opinions, thoughts and concepts about minimally processed products. The results showed that the participants noticed the packaging color and transparency most. Green color was the most appreciated one, while heavily decorated packaging with excessive information on the front panel was least appreciated.