Extracting paradoxes and explaining the relationships governing them in the supply chain of the chocolate and biscuit packaging industry

Document Type : Original Article

Authors

1 PhD student, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran

2 Associate Professor of Management, Dehaqan Branch, Islamic Azad University, Dehaqan, Iran

3 Assistant Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran

4 Associate Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran

Abstract

Food packaging is more than just a cover; it serves important functions. These functions include product protection, aesthetic appeal, enhancing customer-perceived quality, increasing the likelihood of impulse purchases, branding, customer engagement, and several other roles. One packaging parameter that requires more attention is the concept of packaging paradoxes. The aim of this article is to identify packaging paradoxes, explain the relationships and effects among them, and provide a conceptual framework for understanding these paradoxes in the biscuit and chocolate packaging industry supply chain.This study employs a mixed-methods approach. The research uses qualitative methods, including a literature review and content analysis, as well as the quantitative fuzzy DEMATEL method. The target population consists of articles published between 2010 and 2023. In this study, 74 basic paradox themes and 12 main paradox themes were identified. These 12 main themes of packaging paradoxes are: national-cultural values, economic growth and profitability, environmental protection, environmental information, market and external factors, company technological infrastructure, human resource empowerment, legal and regulatory factors, customer experience management, packaging materials, product production processes, logistical factors, and packaging design.This article identifies the cause-and-effect relationships between the paradoxes. The analysis of these paradoxes offers a new approach to understanding the complexity of packaging decisions in the food supply chain. The findings of this research introduce packaging paradoxes to companies, allowing managers to make more informed decisions regarding packaging. As a result, companies can unlock the strategic potential of packaging, ultimately boosting product sales and enhancing company performance.

Keywords

Main Subjects

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References

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Packaging Science and Art
Volume 15, Issue 60 - Serial Number 60
Serial number 60, winter 2025
March 2025
Pages 43-57

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History

  • Receive Date: 30 November 2024
  • Revise Date: 22 December 2024
  • Accept Date: 06 January 2025
  • Publish Date: 10 March 2025

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