The Perception of Intelligent Packaging Innovation: The Latest Process and Technological Progress

Abstract

As a result of global change and progress in recent decades, the approach to utilizing product packaging materials has changed. Subsequently, innovative packaging is the result of creative thinking beyond the usual thinking framework. A complete understanding of the customer’s needs is an indispensable requirement for the ability to develop packaging with optimized performance. The study deals with the perception of intelligent and active packaging by respondents in Slovakia. The approach of Kano model was applied for the study of customers’ attitudes to the individual functions of active and intelligent packaging. Firstly, the requirements of the packaging functions among the monitored age categories were identified. Subsequently, the innovation status within the individual age categories was evaluated. Thereafter, a 3D simulation was used to figure out the resultant perception of intelligent and active packaging functions in Slovakia. Based on the research results, we can conclude that the awareness of customers in Slovakia about intelligent packaging innovations is at a low level and is oriented towards a weak green strategy.

1. Introduction

The global trends highlight the continual accelerating pace of innovation entrances, growth of global competitiveness, and technologically oriented innovation. As a result of global change and progress in recent decades, the approach to packaging materials and packaging techniques also changed. According to Magnusson et al. [1], innovation strategies are crucial for corporate success and should be a top priority for packaging companies, and new methods for innovative packaging development are needed. Innovative packaging is the result of creative, unconventional thinking beyond the usual thinking framework.

The study deals with the perception of intelligent and active packaging by respondents in Slovakia. The aim of the study describes the customers’ attitudes to the packaging functions and the innovation status within the individual age categories according to the KANO model and identifies an innovation green strategy for intelligent packaging in Slovakia based on the research findings.

2. The packaging: importance, functions and environments

The packaging is one of the most important parts of forming the product. Its size, shape, design, selected color, and font significantly influence the consumer decision-making process and thereby affect the marketability of the product itself [2]. The packaging can be understood as the tool or the set of tools protecting the product from potential damage. It allows for better handling and facilitates the sales and consumption of products [3]. The importance of packaging is growing, and the reasons are increasing logistical costs, the progress of packaging technology and increased environmental consideration [4].

Packaging performs a series of different tasks: it protects its contents from contamination and spoilage, makes it easier to transport and store goods and provides uniform measuring of contents [5]. In conventional terms, the packaging is expecting as implies of assurance, conservation, dealing with, transport and capacity of goods. These days, the other capacities of packaging, such as getting the consideration of clients and brand communication, are getting to be more recognizable. As a result, the current intrigued of the company is in this manner to offer a client a packaging that will meet the showcasing prerequisites and market wants of dealing with and transport at the same time [6, 7, 8, 9].

Right now, packaging is a fundamental component in the market from the products point of view and ensures to protect the quality of nourishment goods. It too plays a key part by ensuring stuffed goods against outside conditions, influencing the quality and well-being security of nourishment goods and making transportation, capacity and apportioning of goods easier [10].

Although the function of packaging varies depending on its type [11], three main purposes of packaging can be found in literature: protection, convenience and communication [12]. The traditional perception of packaging classifies the main functions of packaging into four basic categories: protection, communication, convenience and containment [13]; nevertheless, these functions are not totally exclusive – for example, the communication function of the package can also help to enhance food protection and convenience. These four functions are interconnected, and all of them should be assessed and considered simultaneously in the package development process [14].

The package is applied to:

• protect the good against the deteriorative impacts of the outside environment,

• communicate with the buyer as a promoting tool,

• give the buyer the ease of utilization and time-saving comfort,

• contain goods of different sizes and shapes [13].

This model of four traditional functions of packed serves as the basis for many studies. However, according to the literature review of Dopico-Parada et al. [15], it does not consider certain key aspects for consumers today such as the environmental impact of packaging or how packaging meets social needs. Nor does it consider the economic function of packages or the added value of intelligent and active packaging that can upgrade security and provide information. In addition, a package ought to not as it were meet all these capacities but ought to moreover meet market criteria for costs [15].

However, it is necessary to certify know-how on how features and properties of packages affect sustainable development in general. To satisfy the requirements of the society in connection to sustainable development, the packages ought to meet the economic and social and environmental dimensions [16, 17, 18, 19, 20]. Many authors define the different divisions of the packaging functions. Lindh et al. [16] proposed to establish uniform terminology of packaging functions for better understanding and communication leading to their development and decision-making processes. In the research, they divided the functions according to the environmental, social and economic dimensions. The authors Zeman [3] and Kačenák [17] divided the packaging function into six key functions: protection, guarantee and rationalization, economic, communication and ecological functions. Packaging must comply with the transport and storage and must be suitable for the store and prevent stealing; it includes promotional and informational functions. Dzurová [21] lists five functions of packaging based on Schulte (in Dzurová [21]), namely: protection, storage, transport, handling and information. For this particular research, we used the dividing by Calver [22] and Loučanová [9]: handling, protective, informative, economic, ecological and promotional and recently often mentioned social function.

According to Dopico-Parada et al. [15], packaging can be seen as an solution that protects goods from external impacts, ensuring their security and quality, protracting good life, encouraging transport, taking care of and capacity, working as a bolster for data and improving the experience. Furthermore, all these packaging characteristics should be ensured at the lowest possible cost for consumers and in a sustainable way, complying with social and environmental responsibility.

The packaging has to perform its functions in three different environments [12]: physical, human and ambient type of environment. A physical environment is one in which physical damage can be caused to the product (shocks from drops, falls, damage during transportation or storage, etc.). Also, an ambient environment surrounds the package, damage to the product can be caused by gases, water, light, temperature, as well as microorganism. The third type is the human environment, in which the package interacts with people. The package must contain the information required and communicate with people in the appropriate way. Failure in considering all these three types of the environment during the packaging development will result in poorly designed packages, increased costs, consumer complaints and even rejection of the product by consumers [14].

The packaging process generates cooperation between product and packaging with the aim of fulfilling the needs of the product end-user as well as the manufacturer and the distributor. In principle, the packaging is just a clever way of constructing a container out of a selected material or combination of materials, where a wide variety and choice are available. A range of parameters, varying from product characteristics to consumer requirements and trends, affect this selection. These parameters can be grouped into three categories [23]:

• Parameters in the micro or product environment.

• Parameters in the ambient or distribution environment.

• Parameters in the macro or market environment.

2.1 Packaging innovation

When developing innovations, it is essential to think almost the article at diverse levels while each level increments its value to the client [24]. With respect to the development, it is fundamental to screen packaging capacities and discover out in the event that it can be utilized moreover. In the case of innovation, it is important to target it to the specific customer segment, and therewith it is in the company’s interest to properly identify the target groups of the packaging innovation. Companies should monitor changes in consumers’ preferences and also focus attention on new technology of packaging when selecting and introducing the packaging to the market.

Joseph Schumpeter (1931, In Zaušková and Loučanová [24]), has the classic approach to the classification of innovation; at first, he considered them as any positive alter within the generation living being. Cogliandro [25] is one of the essential authors of the concept of shrewdly advancement, who in his research does not consider innovation as a strategy or rapidly obtained wealthy program for the buyer, but as an original issue solving, intuitive sense for the market and the pursuit of success. Innovation attempts to provide and explain information about the status and concurrently they are able to manage it.

Luo Zongwei [26] characterized intelligent innovation within the field of pharmaceuticals as cleverly computational strategies, which are these days elite and essential for the generation and optimization of products (objects, goods). Modern and innovative computing instruments are reliably created and connected to develop modern goods elements and their components. The term intelligent innovation is not so regular in Slovakia; however, innovation is display in many research studies. Loučanová et al. [26, 27, 28] based on the elementary definitions of innovation characterize intelligent innovation as ‘any autonomic alter with a positive effect to the customer’. They grow the comfort of the buyers and concurrently represent a more conservative, compelling and safe solutions.

According to Robertson [14], there are several drivers for packaging innovation: one is the fast-changing social trends and increasing consumers’ demand for convenience and safety. The other is growing environmental awareness, while profitability and differentiation are also important for food companies seeking to attract consumer attention. Because consumers want innovation and value novelty, the packaging industry must continue to innovate or risk stagnation.

The food packaging industry is largely driven by market drivers to satisfy the needs of society and the economy. The most needed packaging innovations are those that can lead to practical solutions to fulfil socio-economic needs. The majority of those socio-economic needs are, according to Yam and Lee [29], consumer lifestyle, value, profits, food safety, food packaging regulations and environmental concern. Consumers’ lifestyle recently is influenced by the aging of the population, an increasing number of smaller families or single-person households, and as a result, consumers are increasingly demanding food products that are convenient, taste good, are safe and nutritious.

In principle, the trends affecting packaging development and use can be divided into four main areas – business dynamics, distribution trends, trends in consumption and legislation [23]. These four areas tend to be also the main drivers of packaging innovation. The development in business dynamics is particularly related to fundamental changes in the packaging functions and extended perception of functions. The distribution and retail chains are continuing to internationalize and are constantly developing new consumer product logistics, processes and trends. This not only has an effect on the functional packaging requirements, it also affects the way in which products are presented. Different markets mean different perceptions, different consumption habits and different cultural and social values. And last but not least, over the last 5–10 years, environmental legislation has become one of the major drivers for innovation in packaging [23].

2.2 Active and intelligent packaging

The result of creativity is innovation in packaging. It is an alternative approach outside the typical context of thinking [13]. The effect of this method is the construction of communicating features of packaging. Essentially, the market provides two different possibilities of innovative packaging systems: active and intelligent packaging. They emphasize to increase new and standard features to meet present buyer requests, enlarged requests of regulatory and security. Intelligent and active packaging can be described as [30]:

• Active packaging changes the condition of goods and draws out the life or increments security, whereas keeping up the quality of the packaged nourishment.

• Intelligent packaging screens the status of goods nourishment and gives data on quality amid transportation and storage.

Active packaging is characterized as change in the awareness to the functions. The key features can be considered as the security, which has been moved from passive to active. A passive fence between the goods and atmosphere is considered as the old-style understanding of the package protection function. Active packaging lets changes the condition of the goods [13]. It function is to spread shelf life and improve goods safety, while keeping the quality [31]. According to the above-mentioned definitions of active packaging, they could be grouped according to the approach in which they affect the quality of the goods like this: emitters – active systems according to the release of materials and absorbers according to absorption [32].

Intelligent packaging is an approach which has the ability to carry out features (for example, recording, communicating, tracing, detecting) to simplify decision-making to give information, extend shelf life, increase quality and safety and warn about possible complications [13]. Kačeňák [31] considers intelligent packaging as a system for observing circumstances around the goods and delivering data about the quality of goods during logistic operation such as storage and transport. He included among these features namely: indicators of oxygen and carbon dioxide, time–temperature indicators, pathogen and color temperature indicators and indicators after warranty [32].

Following the literature review, the significance of intelligent and active packaging mainly represents the development of the two main features: ‘information’ which provides all data monitoring from the conditions of goods and protective function – particularly in shift from passive to active protection of goods. The demand of buyers to the packaging innovation focuses on: the majority of costumers expect that the packaging will be environmentally friendly with sufficient available information on the packed and protection functions. Our results approve the practicality of an active and intelligent packaging system in terms of essential functions and consequently innovation in packaging technologies, thus responding to the present conditions on market.

2.3 Customers’ perception

Innovation management and innovation penetration cannot exist without examining consumer preferences and attitudes, because new product acceptance is ultimately an important factor in success. This approach can help clarify, predict or influence adaptation or refusal of innovation as regards [33]:

• The inclination to agree with innovation of the products or goods features failed for the reason that these innovations were not sufficiently explained to customers.

• Discovering the psychological awareness of invention – the aim is identifying customers’ upcoming welfares of goods innovation.

• Investigation of consumer attitudes to innovations.

Firms must analyze the development of consumers’ tastes to choose the marketing and packaging strategy. From the other point of view, they also have to pay attention to the new technologies of the competition. Last century, design have changed about every 15 years; but nowadays, it is much often due to the market environment. There is significant relationship between firms and the environment due to packages strategy [34, 35, 36, 37, 38, 39]. Therefore, it is not only important to create packaging, but also there is a responsibility for how it can be re-used, i.e. recycling.

Buyers’ attitude towards the goods packaging has developed, whereas, according to previous studies, the packaging is defined as a crucial part of the goods. On the other side, contemporary studies point to that it is an attractive part of the goods. Though, the first impression of the package for buyers does not continue if the packaging is not sufficiently functional and user-friendly. It must be for customers simple from the utilization point of view and must offer appropriate information [40]. Many consumer behavior studies investigate the perception of packaging by consumers – product rating influences the purchasing intentions and attitudes of consumers [41, 42, 43]. Brennan and Crandison [44] described common utilized active packaging materials in the Australia, Japan and USA, but much less in European countries. On the other side, some technologies utilizing intelligent packaging materials are more common in Europe. The differences are due to difference cultural peceptions and lack of accepting of benefits. Similar results aimed on above mention topic were concluded by Zhang et al. [45]. They analyzed the topic focused on innovations in packaging design. A reference system for the design of a goods packaging framework that can be connected to e-operations was analyzed by Regattieri et al. [46]. They described the e-commerce solutions for innovative packaging mathematical model.

Limited knowledge about the importance of packaging in the supply chain and for the end consumer represents an important challenge for the packaging industry. For instance, few product manufacturers appear to understand the important communicative role of packaging [47]. As a result of this knowledge gap, packaging’s great potential for value addition is often overlooked and neglected [1, 4, 11]. A complete understanding of the customer’s need is a requirement for the ability to develop packaging with optimized performance [1].

3. Methodology

In the framework of similar research, due to its anonymity and the least forced form of feedback for determining the attitudes, satisfaction and perception of products by customers, questionnaire inquiry is one of the most used methods. However, in addition to these and other advantages, questionnaire inquiry also has a number of disadvantages [48]. In an attempt to solve the inherent shortcomings of the traditional inquiry method, this research proposes to use the Kano analytical model to investigate customer satisfaction. The Kano model is designed to include not only quantitative but also qualitative measures. The priority of the researched packaging innovations is justified by the use of the Kano model, which uses both customer satisfaction and producer capacity [49]. According to Goodpasture [50], the purpose of the Kano model is to identify buyers’ attitude according to the desires of an analyzed item.

The approach contained of several phases, Figure 1.

Figure 1.

The main methodological steps of the research.

Firstly, the questionnaire is created to recognize actual statements. The questionnaire contained a pairs of negatively and positively comprehended questions. The methodology identifies the answers (sentence). The scale is from 1 to 5 and represents strong agreement to strong disagreement. Subsequently, questionnaire measures were identified. In Slovakia, the sample of respondents was set at 1231. For each given age category, we selected questionnaires to keep a similar proportion of respondents, the questionnaires were distributed through the internet by electronic forms.

According to the cross rule valid in the Kano model methodology [51], our received answers are evaluated in the subsequent analyses. Based on age categories, the answers are consequently analyzed by two-factor analysis. The Kano model described results in the following categories (how consumers perceived packaging) [51, 52]:

• M – are obligatory requests that buyers reflect as standard and are routinely expected. These requirements are described as basic or primary. They deal with buyers in the event of non-compliance. Recognizing them is a fundamental significance mostly for even nevertheless their fulfillment is reproduced in satisfaction, their debit is interpreted as buyer’s dissatisfaction.

• O – are one-dimensional requests – are characterized by those goods features that lead to fulfillment and satisfaction in the event of nonconformity to buyer dissatisfaction.

• A – are attractive requests have a pure effect on buyer satisfaction for the reason that these requests buyers do not expect.

• R – according to theory, they are reverse or contrary requests.

• I – are requests with minimal or null impact on buyers. So-called irrelevant requests.

• S – are skeptical requirements.

A typology matrix of buyers (consumers) is designed as the following step. There is adapted matrix of awareness of innovations in terms of the packaging functions. The results define two main features, there are age groups on the x-axis and innovation status is on the y-axis. Based on the results of the questionnaire, the innovation status is identified as an amount of the recognized requests compulsory on the new packaging by their functions. Based on the given weights, Loučanová [8] ‘M’ obligatory requests with amount 3, ‘A’ attractive requests with amount 2, ‘O’ one-dimensional requests with amount 1, ‘I’ indifferent requests and without requests have amount 0, ‘R’ contradictory requests have amount − 1 and ‘S’ skeptical with amount − 2 (in different age groups). The recognized requests impact on new technologies and materials packaging according to their functions. They are defined as the average weight of the identified requests percentage.

Subsequently, the comparison analysis, which aims to identify and measure comparable data, was used. It was used to identify the differences between customers’ perceptions of intelligent packaging functions and customers’ perceptions of active packaging functions.

The analysis of comparison identified the buyer requests by Kano model. Consequently, each weight was allocated to these requests. Each recognized request characterizes amount 1, and it is multiplied by particular weight according to recognized category as follows: must be = 3, attractive = 2, one-dimensional = 1, indifferent = 0, reverse = −1 [8, 52]. Resulting in the sum of all values, the analysis compares buyer awareness of intelligent and active packaging functions. For intelligent and active packaging, the model identifies the target age group. Afterwards, the perception of intelligent and active packaging functions in Slovak conditions is designed by 3D simulation. Subsequently, model describes a portfolio matrix. The matrix takes into account the environmental-focused companies focusing on buyer perceptions and satisfaction with innovations. The designed matrix analyses influence of innovation on the buyer satisfaction coefficient. This coefficient is designed according to methodology of the Kano model, and the results describe the share of individual buyer requests as follows [53]:

$$\text{Satisfaction coefficient}=\frac{\left(A+O\right)}{\left(A+O+M+I\right)}$$E1

The coefficient describes the impact of buyer satisfaction requests ranging from 0 to 1 (the coefficient closer to 1, meaning the better satisfaction of buyers with the requests).

Consequently, the satisfaction coefficient of the each observed parameter is given according to the groups describing of the green buyer and the ability to separate the goods by the innovation. In each group, there is the arithmetic mean of the parameter and describes the final significance of the phenomenon. These values are applied to the portfolio matrix. Based on their location in the four quadrants, according to Bloom and Ginsberg [54], respondents adopt four environmental-oriented enterprise policy strategies: weak green, defensive green, extreme green and shadow green strategies.

4. The perception of intelligent and active packaging in Slovakia

In the research, we focused on intelligent and active forms of packaging, the occurrence of which we have mostly noticed in the Slovak market. The Kano model was used for the study of customers’ attitudes to the individual functions of active and intelligent packaging. Firstly, we examined the perception of their availability and their functionality, as well as other customer requirements for these forms of packaging. The requirements of the packaging functions among the monitored age categories were identified.

Consequently, the analysis calculated the competitiveness and the impact of the innovation within the specific categories of age by classifying the innovation status. The innovation status is deliberated as the sum of the specific recognized categories of the examined factors. The influence of the status of innovation for each age category is stated as the weighted average of the specified buyer requests identified by the Kano model. The innovation perception typology matrix describes innovation status in (Table 1).

Parameters/Age	18–30		31–40		41–50		51–60		61 <
Conception of innovation packaging	A	2	A	2	I	0	R	−1	R	−1
Accessibility	I	0	I	0	I	0	I	0	I	0
Perception	R	−1	I	0	R	−1	R	−1	R	−1
Functionalities	I	0	I	0	I	0	I	0	I	0
Voice control	II	0	II	0	II	0	II	0	II	0
The attractiveness of the packaging	I	0	I	0	I	0	I	0	I	0
Advertisement	II	0	II	0	II	0	II	0	II	0
Freshness indicators	Q	0	Q	0	Q	0	Q	0	Q	0
The price of packaging	I	0	R	−1	I	0	I	0	R	−1
Innovation status		1		1		−1		−2		−3
Age/Parameters	18–30		31–40		41–50		51–60		61 <
Conception of innovation packaging	40.72	2	38.5	2	37.63	0	32.43	−1	36.97	−1
Accessibility	55.20	0	46.52	0	51.55	0	41.65	0	56.1	0
Awareness	44.34	−1	42.25	0	46.91	−1	36.19	−1	46.67	−1
Functionalities	57.46	0	60.97	0	59.79	0	52.91	0	61.82	0
Voice control	51.14	0	58.29	0	55.15	0	35.38	−1	57.58	0
The attractiveness of the packaging	47.06	0	52.4	−1	52.06	0	55.09	0	49.7	0
Advertisement	47.51	0	56.15	0	45.88	0	35.77	0	49.09	0
Freshness indicators	32.58	0	31.55	0	43.30	0	41.23	0	35.15	0
The price of packaging	52.94	−1	43.32	−1	44.33	0	34.31	0	53.33	−1
Factor size		4.12		3.54		5.21		7.62		15.21

Table 1.

Basic data for compiling a typology matrix focusing on intelligent and active packaging.

Obviously, as apparently from Table 2, active and intelligent packaging has dissimilar influences on buyers in different age. The positive influence (growing the competitiveness of goods through active and intelligent packaging is in the age category 18–30 and 31–40. The results highlight that in the case of goods designed for these consumers, the implementation of intelligent elements for innovation creation represents an increase in the competitiveness of these products. On the contrary, these innovations are differently perceived by the elderly respondents. The age categories 41 and more and especially elder consumers are particular by experiencing. They often experience innovation with negative satisfaction. The dissatisfaction is higher with increasing age (Figure 2). The results confirmed the theoretical knowledge that noted buyers’ fears of innovation [55].

Packaging functions	Ages
	18–30			31–40			41–50			51–60			61+
	Requirement	Active packaging function	Intelligent packaging function	Requirement	Active packaging function	Intelligent packaging function	Requirement	Active packaging function	Intelligent packaging function	Requirement	Active packaging function	Intelligent packaging function	Requirement	Active packaging function	Intelligent packaging function
Containment	I	0	—	R	−1	—	A	2	—	O	1	—	A	2	—
Protection	I	0	—	O	1	—	O	1	—	O	1	—	I	0	—
Communication	I	—	0	I	—	0	O	—	1	O	—	1	I	—	0
Convenience	O	—	1	O	—	1	A	—	2	O	—	1	I	—	0
Total	—	0	1	—	0	1	—	3	3	—	2	2	—	2	0

Table 2.

The comparison analysis of perceptions of intelligent and active packaging functions in Slovakia.

Subsequently, the identified innovation status and the impact of innovation on individual age categories are illustrated in the innovation perception typology matrix, see Figure 2.

Figure 2.

A matrix of intelligent innovation intelligence typology, focusing on intelligent and active packaging.

The results confirmed that the respondents included in the age category of 41–50 years have the specific requirements. They are aware of what is important to them when choosing products, and they also recognize what packaging function is an indispensable part of the product. As the most important factor, they consider the protective and informative function of a package. The handling and environmental functions are attractive. The above-mentioned age group is the target group for new packaging innovations, which follows from our intended the highest innovation status with the influence size of 54.

Very similar attitudes can be observed in the category of respondents in the age 51–60 years, who are also very well aware of their specific requirements and what they consider unnecessary. In this age category, consumers consider as important the handling, protection, informative, economic and environmental functions of packaging. These functions are one-dimensional requirements for them. For one-dimensional requirements applying that the higher rate of these requirements fulfillment, the consumers are more satisfied. However, in comparison to the mandatory requirements, customers do not expect one-dimensional requirements automatically. With regard to this age category of consumers, companies should focus on packaging innovations in the context of general functions, but nevertheless the specific packaging innovations, what is obvious from the high innovation status.

And finally in the last examined age category (61 and more), the consumers identified only the handling function as important. That is the reason why the firms have to focus on that issue how to simplify goods handling. Though, the innovation status of this age category is low. Everything stated is clearly connected to the most common purchase problems related to the age of customers. Also, for example, according to Lesakova [56], the increasing age is associated with increasing mobility problems of older people and those are becoming dependent on assistance when they come to the purchase.

Overall, the global aging of the populations calls for more age-friendly approaches to be implemented in packaging. The population aging may be perceived as a challenge to prepare for these developments in such a way that older people can benefit from age-friendly strategies in packaging innovation.

To conclude the survey, results indicate different attitudes to intelligent and active packaging according to the age, but the majority of respondents agreed that the packaging should be ecological and should meet the informative and protective functions. These three functions can be attributed to innovations that are most preferred among all respondents.

From the point of view of the perception of the functions of intelligent and active packaging, the research results indicate different attitudes according to age categories (Table 2).

Active packaging can be considered valued above all for the buyers in the age of 41 and older. It characterizes active packaging features that lead to fulfillment and satisfaction. The younger consumers (< 40 years) are not influenced to such an extent by active packaging and their functions. The functions are indifferent for them. It involves the attributes that are not critical for customers, and their pass or fail does not affect their satisfaction or dissatisfaction, Figure 3.

Figure 3.

The customer value of active packaging functions.

Regarding intelligent packaging, the most affected group is age category 41–50, followed by the category 51–60. Principally the innovations of intelligent packaging affect the buyers in the age 18–60 very similarly. These consumers have one-dimensional requests. The consumers from age category 61 and older are indifferent and do not react to innovation in packaging, Figure 4.

Figure 4.

The intelligent packaging functions from the consumers point of view.

The evaluation of the value of intelligent and active packaging functions indicates the dissimilarities in customers’ values, Figure 5. The younger consumers are more focus on the intelligent packaging. The generation of middle-aged is interested in both forms of packaging innovation equally. And finally the older age categories rather prefer only active packaging.

Figure 5.

The comparison of the value of active and intelligent packaging functions for the customers.

Active packaging functions are most valuable for the older buyers in the age of 41 and older. They represent a group that intelligent and active packaging is attractive and have one-dimensional requests. There are features that lead to satisfaction in the case of non-compliance to buyers’ dissatisfaction. On the other hand, the young consumers in the age under 40 years are more fascinated in intelligent functions. On the contrary, these consumers are not interested in active packaging, and they have indifferent awareness, Figure 6.

Figure 6.

Age and perceptions of active and intelligent packaging functions.

The evaluation of intelligent and active packaging features for the buyers shows the discrepancy in different consumers groups. To summarize it, the younger consumers are more focused on the intelligent packaging, and the middle-aged groups are fascinated in all innovations in packaging and the older age categories prefer only innovations focused on active packaging. Finally, two individual functions of packaging – convenience and containment are important for consumers, as well as the communication function, Figure 7.

Figure 7.

Perceptions of intelligent innovation packaging by respondents in Slovakia – 3 D simulation.

The monitored parameters in the study were divided into groups characterizing the nature of the green consumer and the consumer’s ability to distinguish product packaging from competing products, i.e. to distinguish intelligent packaging innovations from traditional packaging. Table 3 presents a summary of the examined parameters and their satisfaction coefficients.

Monitored parameter	Identified requirement	Percentage	Coefficient of satisfaction
Concept of innovation packaging	A	31.03	0.457
Accessibility	I	52.41	0.086
Perception	R	44.46	0.103
Functionalities	I	59.84	0.153
Nature of the green consumers	0.200
Voice control	I	55.41	0.101
The attractiveness of the packaging	I	50.20	0.246
Advertisement	I	49.54	0.180
Freshness indicators	Q	35.59	0.412
The price of packaging	I	45.11	0.079
Ability to distinguish the packagings	0.203

Table 3.

The Kano model values and environmental focus groups.

The values of the satisfaction coefficient point to the fact that consumers are satisfied with the concept of intelligent packaging innovations. Other investigated parameters have low satisfaction coefficient values. We have identified a green innovation strategy of intelligent packaging by graphically representing the determined values of the nature of the green customers and ability to distinguish the packaging. Slovak consumers perceive intelligent packaging innovations as weakly green [57], see Figure 8.

Figure 8.

Portfolio matrix of green strategies – perception of intelligent packaging innovations in Slovakia.

Based on the identified green strategy of intelligent packaging innovations, we can conclude that Slovak consumers perceive intelligent packaging innovations as follows: Companies try to be environmentally responsible, but they do not promote these environmental initiatives and do not use green marketing to a sufficient extent. Businesses in Slovakia are more oriented towards reducing costs and increasing efficiency in order to increase competitive advantage by means of low costs. They use innovations precisely to make their processes more efficient. They do not consider intelligent packaging innovations to be a high-profit segment. With this strategy, companies fear that their products will not be able to differentiate themselves from competing products, and the introduction of smart packaging innovations would increase the price of their products. From the customers’ point of view, customers are trying to be environmentally responsible, but the limits are in their awareness and the price. Price is one of the main factors in their purchasing decision.

5. Conclusion

Currently, society focuses on ecological strategies and reducing the society’s impact on the environment. That is why packaging is approached more innovatively and creatively. The research results of the presented study point to the fact that the main target group for innovative packaging solutions (intelligent and active packaging) is consumers in the age category of 41–50 years. From the perspective of innovation status and age category, younger consumers are more focused on the smart functions of the packaging. The younger age group appreciates the packaging as an intelligent communicator. In this age category, they have the highest requirements for packaging innovations. As consumers get older, they are more oriented towards the active functions of packaging.

The study points to the fact that the concept of packaging innovations (intelligent and active packaging) is attractive to Slovak consumers, but in several aspects and especially the awareness of Slovak customers about these packaging innovations is at a low level – indifferent requirements, with a weak green strategy.

In general, intelligent and active packaging is easy to use and provides benefits for consumers, companies throughout the food chain and society.

These packaging innovations generally increase product safety and reduce food waste. In addition, with the help of data carriers of intelligent packaging, better management of the entire supply chain is possible. For some types of smart and active packaging, the main negative is the price, because the costs of development and production are still very high – they can represent 50–100% of the total cost of the product. And as several studies have identified, the limit for packaging costs in companies is 10% of the value of the products. From the point of view of retailers, smart packaging has identified potential negative changes in consumer purchasing behavior: Customers are more likely to prefer products with packaging indicating a more honest product. Even the difference in the color of the indicator can lead to a decrease in trust in the given brand. This change in consumer behavior could lead to an increase in the amount of unsold food. But at the same time, with the help of these indicators, it is possible to optimize the classic principle of displaying goods, when the retailer first sells products with a shorter shelf life and then with a longer shelf life, which reduces food waste [58].

Based on the theoretical analysis of the literature and research results, smart packaging presents the following advantages and disadvantages (Table 4).

Advantages	Disadvantages
Generally
provides the user with relabeling and correct information on the conditions of the food, the environment and the packaging integrity	extra cost
enables the detection of calamities and possible abuse through the entire supply chain	possible migration issues of complex packaging materials into product
reducing food loss and waste	lack of recyclability of disposable packages
prevent unnecessary transport and logistics from an early stage	possible mistrust/confusion of technology
enhancing food safety and biosecurity
enhancing food quality assurance
From the perspective of customer perception in Slovakia
concept of intelligent and active packaging	Price
	Awareness

Table 4.

The advantages and disadvantages of the intelligent packaging.

Considering the results of the research and the mentioned facts, it is necessary:

• Increasing awareness of packaging innovations (intelligent and active, because as stated by Rogers [55], consumers accept innovations if they are sufficiently informed and do not feel a threat. Because as stated by Odecka and Bråthen [59], consumers often have a negative attitude towards innovations in case of lack of information and sufficient explanation.

• It is necessary to increase the attractiveness of smart packaging innovations, because according to Helus [60] and Kopaničová and Klepochová [61], customers also make decisions based on the attractiveness of the packaging. The packaging represents the customer’s first contact with the product and therefore represents a mental accelerator, triggers cognitive processes and influences purchasing decisions.

• Compatibility must be ensured so that both producers and consumers can identify intelligent and active packaging for a given product and that it is useful and represents an advantage. Therefore, it is necessary to identify the product for which these packages are advantageous and represent an increase in their sales or reduces the impact.

• It is necessary to define and clarify the recycling of intelligent and active packaging – from the point of view of their production, installation and use. This will include packaging innovations (intelligent and active packaging) in the green innovation strategy.

• It is necessary to carry out further research for the further development of packaging leading to the reduction of costs and the expansion of their benefits and wider use, improvement of product quality and safety, etc.

In the future, intelligent and active packaging has the potential to represent a competitive advantage for products to meet customers’ needs and to increase their satisfaction. Definitely, innovation diffusing and management cannot exist without customer research because acceptance of innovation is ultimately an important factor of innovation success not only in the domestic but also global market.

In addition to the above and based on these analyses, the paper provides both theoretical and practical benefits in the form of recommendations for innovators in regard to active and intelligent packaging. This can then be reflected in the performance of companies and their investment decisions as stated by Ipate et al. [62] and Borlea et al. [63]. The benefit is the possible application of acquired theoretical knowledge in their implementation in practice, leading to an increase in the performance of companies in their investment decisions in the context of innovation processes. According to intelligent innovation, the company must understand the customer’s needs and attitudes and then subsequently find the right marketing communication tools with customers. Definitely innovation diffusing and management cannot exist without customer research since innovation acceptance is ultimately an important factor of innovation success.

The results of the analysis can be beneficial in designing future packaging innovations as well as in the selection of marketing communication tools with regard to the specifics of the perception of individual groups of customers.

Acknowledgments

The authors are grateful for the support of the Scientific Grant Agency of the Ministry of Education, Science, Research and Sport of the Slovak Republic. Grant No. 1/0494/22 Comparative advantages of the wood-based sector under the growing influence of the green economy principles.

Conflict of interest

“The authors declare no conflict of interest.”