Development of a scale to measure packaging transparency

Document Type : Original Article

Authors

1 Assistant professor, Management and Accounting Department, Faculty of Humanities, University of Zanjan, Zanjan, Iran.

2 Assistant Professor, Department of Sport Sciences, University of Zanjan, Zanjan, Iran.

Abstract

Packaging is one of the important elements of the product in marketing, which has a significant effect on the selection and purchase of products. Packaging features are always changing and improving with the growth of technology to help sell more products. Packaging transparency is one of these features that has recently attracted the attention of researchers in the field of marketing and consumer behavior. Since almost all the studies in this field have been done with the experimental method, the aim of the current study is to develop a scale for measuring the packaging transparency in a systematic way so that interested researchers can use it in descriptive-survey studies. The present study was conducted with a mixed method (qualitative-quantitative) using the opinions of experts in the field of marketing and packaging. In the qualitative phase, using content analysis, concepts related to transparent packaging were extracted from related studies. Then an online questionnaire was designed and its link was provided to the panel members. In the qualitative phase, eleven concepts that expressed the meaning of packaging transparency were extracted, and finally nine items were used in the quantitative part in the form of a questionnaire. Data were analyzed using SPSS and Excel software. Finally, the appropriateness of the items was examined through the method of content validity ratio (CVR) using the process proposed by Lawshe (1975) and five items met the necessary conditions to measure the concept of packaging transparency. These items are related to the ability to view package contents (items 1 and 4), trust in product quality (item 2), purchase intention (item 3), and purchase preference (item 5). At the end, suggestions were made for producers and also the use of this scale in marketing studies.

Keywords

Main Subjects

Smiley face

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Packaging Science and Art
Volume 15, Issue 60 - Serial Number 60
Serial number 60, winter 2025
March 2025
Pages 17-26

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History

  • Receive Date: 28 October 2024
  • Revise Date: 18 January 2025
  • Accept Date: 06 January 2025
  • Publish Date: 10 March 2025

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