A Qualitative Investigation Into Multi-Sensory Package: Environmental Packaging, Visual and Haptic Packaging Appeal Among Consumers

The purpose of the study was to investigate three areas research in packaging literature; environmentally friendly packaging, responses specific colors (blue and yellow) haptic packaging. All were extensively investigated through depth interviews with discussion implications provided. utilized semi-structured among 20 participants from various generational segments. Questions designed around each topic areas. Mock advertisements products used solicit appropriate feedback. Transcriptions analyzed by two researchers independently then cross analysis further conducted. Findings showed that younger demographic consumers both more aware prone consider packaged products. This builds on multiple facets literature providing qualitative evidence support extend fields. provides original methodology findings.