investigations concerning preferences of consumers in terms of packaging of different
kinds of products.
In the scientific literature, much attention is paid to development of innovative
food products packaging. Packaging industry makes emphasis on the idea that
packaging is necessary for health and hygiene of people and tries to make packaging
lighter and thinner to cut down consumption of resources for its production, and to
simplify transportation, while number of packed products increases [8]. It is forced by
increase of production output of packed products in food industry for more comfortable
transportation and use by consumers. To produce packaging with definite
characteristics, it is proposed to use modern technologies, particularly
nanotechnologies to intensify their antimicrobial properties, prolong tenability of the
food products [7].
In [10], the authors analyze the essence, levels and features of packaging use, its
role in marketing, the problem of resources saving by optimization of food products
packaging and the importance of packaging recycling for environmental protection. In
[6], the authors stress the idea of ecological thinking of Ukraine’s population
concerning rational behavior with product packaging and use of some ecological
stimuli for the purpose. Development of food products packaging, both from the
position of logistics and commodity science, and from the position of marketing and
promotion of goods, as well as methodic approach to development of a technical task
co a new product, are studied in [2]. However, the ecological aspect of packaging
remains without the authors' attention.
Creation of eco-friendly packaging for food products, using computer-aided
design and other digital technologies, is analyzed by the authors in [5]. In [6], the
authors argue importance of food packaging in the chain of supply and use of goods,
as well as analyze the main materials for packaging of those types of goods and effect
of packaging on the environment.
Considering the concept of neuromarketing and developing packaging for a
product, it is important to pay sufficient attention to the choice of their color, which
will be associated with some trademark, provoking some buyers’ emotions and
influencing their behavior.
The analysis of the literature shows that much attention is paid to development of
environmentally safe packaging of goods, which can be a factor of the foods
positioning at the market and a stimulating factor for the purchase of goods by a
consumer. However, a low level of consumer’s income in Ukraine, determining the
directions for improvement of food products packaging, producers must first of all take
into account the factors, which are important for potential consumers when they choose
food products.
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