Videi draudzīgs pārtikas produktu iepakojums kā ietekmējošs faktors patērētāju lēmumu pieņemšanas procesā
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Videi draudzīgs pārtikas produktu iepakojums kā ietekmējošs faktors patērētāja lēmumu pieņemšanas procesā” mērķis ir, balstoties uz teorētiskajām atziņām un empīrisko datu analīzi, izvērtēt videi draudzīgu pārtikas produktu iepakojumu izmantošanu Latvijas pārtikas nozares uzņēmumos un to ietekmi uz patērētāju lēmumu pieņemšanas procesu. Pētījums ir aktuāls, jo arvien vairāk attīstās videi draudzīga iepakojuma tendences, balstoties arī uz iepakojuma negatīvo ietekmi uz vidi. Pārtikas produktu uzņēmumiem ir jābūt atbildīgiem un jāspēj atrast labāko mārketinga stratēģiju, kā ietekmēt patērētāju aizdomāties par iepakojuma ietekmi uz vidi.
Darbs sastāv no trim daļām, katrā no tām tiek izmantotas dažādas pētījuma metodes. Pirmajā nodaļā tiek izmantota monogrāfiskā pētījuma metode, lai iepazītos ar galvenajām teorētiskajām atziņām par patērētāju lēmuma pieņemšanas procesiem, videi draudzīga iepakojuma nozīmi mūsdienās, kā arī izvērtēt ietekmi uz ilgtspējīgu uzņēmumu attīstību. Darba otrajā nodaļā, izmantojot sekundāro datu analīzi, tiek analizēti Latvijas pārtikas uzņēmumi, galvenie raksturojošie rādītāji un iepakojuma materiālu izmantošana. Tāpat otrajā nodaļā tiek izmantota arī kvalitatīvā pētījuma metode, lai realizētu intervijas ar četriem Latvijas pārtikas nozares uzņēmumu pārstāvjiem par izmantotajiem iepakojuma materiāliem, videi draudzīga iepakojuma attīstības tendencēm Latvijā. Darba trešajā nodaļā tiek izmantota kvalitatīvā pētījuma metode – ekspertu intervijas, lai noskaidrotu viņu viedokli par pārtikas produktu iepakojumu nozīmi un ietekmi uz patērētājiem. Tāpat trešajā nodaļā ir veikta patērētāju aptauja, ar kuras palīdzību tika noskaidrots, kādi ir galvenie faktori, kuri ietekmē patērētāju izvēli, iegādājoties pārtikas produktus, kā arī kā viņi novērtē videi draudzīga iepakojuma izmantošanu un aktualizāciju Latvijas pārtikas nozares uzņēmumos.
Būtiskākie pētījuma rezultāti atspoguļo, ka šobrīd pārtikas produktu uzņēmumi Latvijā, kuri izmanto videi draudzīgu iepakojumi, aktīvi to neaktualizē uz produkta iepakojumiem un reklāmās, rezultātā patērētājs netiek izglītots un informēts par iepakojuma izmantošanas iespējām, materiāliem. Autores galvenie priekšlikumi tiek vērsti uz videi draudzīga iepakojuma aktualizēšanas iespējām, piemēram, uz iepakojuma atspoguļojot dažādus saukļus, kas pamudina patērētāju pievērst videi draudzīgam iepakojumam, izmantot arī vides marķējumus un realizēt reklāmas sociālajos tīklos, ar kuru palīdzību patērētājs spētu orientēties iepakojuma materiālos, otrreizējas lietošanas vai šķirošanas iespējās.
Bakalaura darba apjoms ir 66 lappuses. Darbā ievietoti 15 attēli, 3 tabulas, izmantots 59 literatūras un informācijas avots, kā arī pievienoti 7 pielikumi.
The aim of the bachelor's thesis “Environmentally friendly food packaging as an influencing factor in the consumer decision-making process” is to evaluate the use of environmentally friendly food packaging in Latvian food industry companies and their impact on consumer decision-making process, based on theoretical knowledge about consumer decision-making process and empirical data analysis. As well as to develop recommendations for Latvian food industry companies in the improvement and promote of packaging. The research is relevant, as trends in environmentally friendly packaging are increasingly evolving, also based on the negative impact of packaging on the environment. Food industry need to be responsible and able to find the best marketing strategy to influence consumers to think about the environmental impact of packaging. The work consists of three parts, each of which uses different research methods. The first part uses the monographic research method to get acquainted with the main theoretical findings on consumer decision-making processes, the importance of environmentally friendly packaging, as well as to assess the impact on sustainable business development. In the second part, using the analysis of secondary data, are analyzed Latvian food companies, their main characteristics. Also, in the second part uses a qualitative research method of expert interviews with representatives of Latvian food industry companies to understand which packaging materials are used and the development trends of environmentally friendly packaging in Latvia. In the third part uses the method of qualitative research - expert interviews, in which the author finds out their opinion about the importance and tendencies of food packaging and its impact on consumers decision. In addition, in the third part, a consumer survey was conducted, which was used to find out what are the main factors that influence consumers' choices when purchasing food products, as well as how they evaluate the use and updating of environmentally friendly packaging in Latvian food companies. The most important results of the research reflect that currently food companies in Latvia, which use environmentally friendly packaging, does not promote it on product packaging and advertising, as a result, the consumer is not informed about the possibilities of using packaging. The author's main proposals focus on the possibilities of promoting environmentally friendly packaging, for example, by displaying various slogans on the packaging that encourages consumers to pay attention to environmentally friendly packaging, to use eco-labels and to advertise on social networks, which will enable consumers to find their way around packaging materials, re-use, or sorting options. The volume of the bachelor's thesis consists of 66 pages. The work contains 15 images, 3 tables, 59 literature and information sources, as well as 7 appendices.
The aim of the bachelor's thesis “Environmentally friendly food packaging as an influencing factor in the consumer decision-making process” is to evaluate the use of environmentally friendly food packaging in Latvian food industry companies and their impact on consumer decision-making process, based on theoretical knowledge about consumer decision-making process and empirical data analysis. As well as to develop recommendations for Latvian food industry companies in the improvement and promote of packaging. The research is relevant, as trends in environmentally friendly packaging are increasingly evolving, also based on the negative impact of packaging on the environment. Food industry need to be responsible and able to find the best marketing strategy to influence consumers to think about the environmental impact of packaging. The work consists of three parts, each of which uses different research methods. The first part uses the monographic research method to get acquainted with the main theoretical findings on consumer decision-making processes, the importance of environmentally friendly packaging, as well as to assess the impact on sustainable business development. In the second part, using the analysis of secondary data, are analyzed Latvian food companies, their main characteristics. Also, in the second part uses a qualitative research method of expert interviews with representatives of Latvian food industry companies to understand which packaging materials are used and the development trends of environmentally friendly packaging in Latvia. In the third part uses the method of qualitative research - expert interviews, in which the author finds out their opinion about the importance and tendencies of food packaging and its impact on consumers decision. In addition, in the third part, a consumer survey was conducted, which was used to find out what are the main factors that influence consumers' choices when purchasing food products, as well as how they evaluate the use and updating of environmentally friendly packaging in Latvian food companies. The most important results of the research reflect that currently food companies in Latvia, which use environmentally friendly packaging, does not promote it on product packaging and advertising, as a result, the consumer is not informed about the possibilities of using packaging. The author's main proposals focus on the possibilities of promoting environmentally friendly packaging, for example, by displaying various slogans on the packaging that encourages consumers to pay attention to environmentally friendly packaging, to use eco-labels and to advertise on social networks, which will enable consumers to find their way around packaging materials, re-use, or sorting options. The volume of the bachelor's thesis consists of 66 pages. The work contains 15 images, 3 tables, 59 literature and information sources, as well as 7 appendices.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Videi draudzīgs iepakojums, patērētāju lēmuma pieņemšanas faktori., Environmentally friendly packaging, consumer decision making factors