INNOVATIVE MARKETING STRATEGIES IN THE FIELD OF PACKAGING FOR ORGANIC FOOD PRODUCTS

Abstract

- In both the global and Romanian markets, there is a growing emphasis on ecological packaging and innovations in food packaging to address environmental concerns. Specially designed packaging for food products can captivate consumers' curiosity, encouraging them to explore the unique aspects of the product. This presents an advantage for companies adopting eco-friendly packaging, fostering a positive perception among consumers, who view both the product and the company as environmentally responsible, thus more attractive. It is essential to recognize that organic products should distinguish themselves not only through their content but also through their packaging. Taking this aspect seriously is crucial for promoting the purchase of these products.

This paper presents quantitative marketing research conducted to understand the opinions and attitudes of Romanians regarding the significance of packaging in the purchase of organic food products. Additionally, the research aims to uncover consumers' expectations concerning the design, information, and presentation of the packaging for these products.

Index Terms- innovation, marketing strategies, organic food, packaging