“…The changes result in new consumer trends, which lead to the emergence of innovative properties of the current consumers, such as greater market awareness, need for creating social bonds, greater spatial and social mobility, and innovation in seeking information about goods and services and how to get them (Zalega, 2016). Innovation, as a personality trait has a different intensity which is reflected in different behaviours of a consumer towards new market phenomena (Bylok, 2016;Maciejewski, 2015;Matel, 2015;Zalega, 2015;Hall, 2014;Kucharska, 2014;Patrzałek, 2014;Sobczyk, 2014;Wasilik, 2014;Zalega, 2013a;Zalega, 2013b;Lisińska-Kuśnierz, 2011). Higher share of active and intelligent packaging in the shopping decisions of consumers results from the following trends:…”