The impact of packaging design on the perceived quality of honey by Brazilian consumers.

ABSTRACT

This study aimed to construct and validate a scale to evaluate the honey consumer perception. Furthermore, the impact of packaging design on honey's perceived quality and purchase intention was evaluated. Brazilian consumers (n = 343) answered the 21 self-descriptive statements of the scale using 7-point Likert scales. Furthermore, six different packages were presented, and the consumer perception (health, origin, safety, and taste) and purchase intention were evaluated using 5-point and 7-point Likert scales, respectively. Exploratory and confirmatory factor analyses and PLS path modeling were employed. The validated scale had 13 self-descriptive statements (indicators with factor loading higher than 0.4) and showed discriminant (heterotrait-monotrait ratio values < 0.85) and convergent validity (average variance extracted > 0.4) and adequate reliability (composite reliability > 0.70). The consumers associated honey with health properties and a safe product. Furthermore, they preferred honey purchased directly from producers due to its perceived quality (natural and pure). Honey packaged in glass jars with or without dipper was perceived as healthier, tastier, higher quality, and from trusted origin. Furthermore, glass jars were considered more practical and sustainable packages.