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The eco-moderate food consumer,
The enthusiastic food consumer.
However, some of the researchers are introducing small changes in standardized
questionnaire, due to the market and consumers differences, like different market offer or
different cultural attitudes (Balon et al., 2014). But Food Related Lifestyle has been a
comfortable basis to changes and reconstructions, for example, Wine Related Life-Style
(Bruwer et al., 2002), developed as segmentation method of wine consumers in Australia.
Life-style segmentation was also used in more general research concerning alcohol in
Australia conducted by Victorian Health Promotion Foundation in 2010-2012.
The role of packaging in Food Related Lifestyle
Packaging plays a great role in buying decisions of food products. As important factors
consumers indicate such packaging characteristics as: informativity, economic performance,
the size/capacity of the package and its mass (Buckiuniene et al., 2015). In some research
papers and marketing practice, special attention is drawn to packaging visual aspects
(Lisioska-Kuśnierz, 2009; Towal et al., 2013; Cholewa-Wójcik & Świda, 2015). FRL is not a
method developed for packaging role investigation, however, in a questionnaire some of the
questions are related to it. Packaging has an important role in food preservation,
convenience of food product use and delivery of proper information to consumers.
Categories of dimensions concerning packaging in FRL questionnaire is shown in Figure 1.
In the section concerning “Ways of Shopping” packaging and especially its informativity
plays an important role. This section considers such issues as the high importance of
product information and product composition, comparison of nutrition value of products,
comparison of labels to decide which brand to buy, detailed statements on Figure 2.
Packaging is a medium of providing information to consumers. Visibility, legibility and
proper information placing is important for consumers which are aware and are willing to
search for information about the product. For that group of consumers packaging
informativity might be important factor in decision making process. FRL instrument does
investigate only few pieces of information which might be of interest for consumers. They
are asked to express their opinion about importance of composition and nutrition value of
food product. Nowadays consumer research and legal requirements regard also other
information as important, for example distinction of food allergens and substances that
causes food intolerance, country of origin or quality labels. In FRL questionnaire the
information about expiry date is not considered at all, assuming that consumers are not
eating food out of date. However some of the consumers are admitting that they do not
turn attentions to this information while shopping, assuming that retailers are carrying out
their duties.
The section on “Quality Aspects” focuses on the issues concerning the quality of packaging.
Questions gien to respondents consider the following aspects: preference of fresh products
over canned or frozen food, importance of food freshness and preference of prepacked
vegetable and meat products, detailed statements are shown in Figure 3. This section
investigates if consumers prefer fresh food over processed one. This is related to processing
of food and simultaneously of utilization of packing systems like canning or frizzing. This kind
of food processing is mainly performed for extending shelf-life, sometimes it allows to
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