Analysis of Factors Affecting the Choice Between Transparent and Opaque Packaging in Food Products (Chips and Peanuts)

Document Type : Original Article

Authors

1 Associate Professor, Department of Managment, Faculty of Humanities, University of Zanjan, Zanjan, Iran.

2 Assitant Professor, Department of Sport Sciences, Faculty of Humanities, University of Zanjan, Zanjan, Iran.

3 Assitant Professor, Department of Psychology, Faculty of Humanities, University of Zanjan, Zanjan, Iran

4 Bachelor of Arts student in Painting, Department of Art, Faculty of Engineering, University of Zanjan, Zanjan, Iran.

5 Master's student in Cognitive Psychology, Faculty of Cognitive Sciences, Shahid Beheshti University, Tehran, Iran.

Abstract

Consumer buying behavior is a complex process that is influenced by various factors. Product packaging is one of these factors that plays an important role in sales. The aim of the present study is to identify the factors affecting the choice of packaging type. For this purpose, a mixed method was used. In this way, an experimental method was used in data collection, and a qualitative method with an inductive approach was used in data analysis. Data were collected using an image selection test and a questionnaire. In the present study, seventy-four buyers of two products, chips and peanuts, participated purposefully. The sample size was determined based on theoretical saturation and information quality. The data were analyzed in two descriptive and qualitative sections using SPSS and Atlas.ti software, respectively. The findings showed that most participants (more than 47 percent) had a greater tendency to choose opaque (non-transparent) packaging for both products. The ability to see the packaging content for both products had the highest frequency. While packaging attractiveness for chips and packaging color for peanuts were in the next rank. Visual appeal and packaging design, along with packaging transparency, were the most important themes for both products, while the order of importance of other themes varied between the two products. In addition, the findings showed that the importance of the factors varies according to the type of packaging and gender. When choosing a product, buyers consider various factors that may be influenced by gender and the novelty of the product/brand and companies should pay sufficient attention to these factors.

Keywords

References

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Packaging Science and Art
Volume 16, Issue 64 - Serial Number 64
Serial number 64, Winter 2026
May 2026
Pages 87-106

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History

  • Receive Date: 17 November 2025
  • Revise Date: 27 December 2025
  • Accept Date: 22 May 2026
  • Publish Date: 05 June 2026

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