The effect of some of the characteristics of organic coffee packaging on the consumer’s intention to purchase was studied using conjoint analysis. Four factors, each having two levels, were chosen and considered, namely: price (high and low), color of the packaging (red and green), brand name (familiar and unfamiliar), and information about organic foods (with and without the terms "environmental-friendly product" and "free of agrotoxic chemicals"). Sixteen hypothetical organic coffee bags were created following a complete factorial design, which were then evaluated by 144 consumers based on their intention to purchase. The data were analyzed using the clustering segmentation model. The familiar brand name positively affected the intention to purchase of 93% of the consumers. High-priced organic coffee packaging had a negative impact on all the participants’ intention to purchase. The color of the packaging had little impact on the consumers’ evaluation. Printed information about organic foods positively affected the intention to purchase of 79% of the participants, demonstrating that consumers want to find information about the product printed on its packaging.
consumer; conjoint analysis; packaging; intention to purchase
