Retail and Consumer Perceptions on Paper Packaging for Flour in Indonesia -With Insights on Perceptions of Environmental Sustainability

University essay from Lunds universitet/Förpackningslogistik

Abstract: Title (in English): Retail and Consumer Perceptions on Paper Packaging for Flour in Indonesia –with Insights on Perceptions of Environmental Sustainability Title (in Swedish): Handelns och konsumenternas uppfattningar om pappersförpackningar för mjöl i Indonesien - med insikter om hur de uppfattar miljömässig hållbarhet Author: Anindyaningrum Chrisant Rystiasih Divison: Packaging Logistics, Department of Design Sciences, Faculty of Engineering, Lund University Supervisor: Märit Beckeman & Karla Maria Paredes Issue of study: Concern for environmental sustainability is increasing globally. Paper-based packaging for flour made from material sourced from sustainable forests in Sweden have the potential to be a more environmentally sustainable packaging option in comparison to the plastic packaging that is currently common in the Indonesian market. A successful implementation of change in packaging material would entail different requirements from the actors in the Indonesian supply chain. Purpose: The purpose of this thesis is to understand the requirements from two actors of the Indonesian supply change in the event of using paper as an alternative packaging material for flour and propose a strategy to address those requirements. This is done by in investigate the perceptions held by Indonesian retailers and consumers on current plastic packaging compared to alternative paper packaging, and their perceptions on environmental sustainability. Method: The method employed in this research was an exploratory qualitative study with single case study. Secondary research in the form of literature review, and primary research in the form of online survey and semi-structured interviews were performed in this research. The respondents consisted of flour consumers and Indonesia retailers with merchandising experience. Conclusion: Consumers associate paper packaging with novelty, uniqueness, premiumness, exclusivity, and high quality. Retailers as well perceive paper packaging as unique and premium, however have major concerns with the strength and durability of the package. Paper as a packaging material is generally regarded as a more environmentally sustainable than plastic. A barrier layer is required to ensure food quality preservation, and survival of the product throughout the entire supply chain.

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