Consumers’ Perception of Biopolymer Films for Active Packaging: From Aesthetic Appeal to Nutritional Value and Experiential Consumption

Abstract

The need to use innovative packaging (active or intelligent) that extends food shelf‐life and promotes sustainable production and consumption systems has become a global priority. In this context, the current research explores the consumer’s buying experience regarding food actively packed with biopolymer films. The research used a questionnaire targeting potential customers for food packed with a protein‐based active film. A conceptual model was created to investigate the dependency relations between the following concepts: “superior functional packaging,” “affordable packaging,” “aesthetic packaging,” “nutritional value,” ,”spoilage prevention packaging,” “buying experience for food packed with biopolymer films,” “experiential consumption” and “informative health packaging.” The research demonstrates that affordable pricing, appealing aesthetics, functional attributes and shelf‐life extension are significant elements of biopolymer films for active packaging. It validates that these incentives significantly enhance consumer awareness, shaping their experience, preference and proactive search for products packed with such materials in stores. Using biopolymer films for active packaging of foods will have social, environmental and economic benefits, both for producers and consumers.