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Beverages 2015, 1(4), 273-291; doi:10.3390/beverages1040273

Packaging Attributes of Antioxidant-Rich Instant Coffee and Their Influence on the Purchase Intent

1
Departamento Acadêmico de Alimentos, Universidade Tecnológica Federal do Paraná-UTFPR, Av. Brasil, 4232, Parque Independência, Medianeira-PR 85884-000, Brazil
2
Departamento de Ciência e Tecnologia de Alimentos, Universidade Estadual de Londrina-UEL, Rod. Celso Garcia Cid, PR 445, km 380, Caixa Postal 6001, Londrina-PR 86051-970, Brazil
*
Author to whom correspondence should be addressed.
Academic Editor: Edgar Chambers
Received: 17 August 2015 / Revised: 4 October 2015 / Accepted: 20 October 2015 / Published: 26 October 2015
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Abstract

The present study aimed to identify the most important packaging attributes for purchasing a product not currently on the Brazilian market: antioxidant-rich instant coffee, a blend of roasted coffee and green coffee. Five package types of the same brand of instant antioxidant-rich coffee marketed in different countries were evaluated through a focus group. The attributes’ glass shape, glass lid color and label, information and brand were selected for the quantitative study. The purchase intent for the packaging images was evaluated with conjoint analysis. In general, an increased purchase intent was verified for more modern packages and browner labels that indicated roasted coffee. The consumers preferred the image of green and roasted coffee beans next to the cup of coffee and valued information about the product’s differentiation (the origin, type, quantity and functions of antioxidants) that was presented in the form of explanatory charts on the back of the packaging. View Full-Text
Keywords: bioactive compounds; conjoint analysis; consumer attitude; focus group; green coffee; label bioactive compounds; conjoint analysis; consumer attitude; focus group; green coffee; label
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Corso, M.P.; Benassi, M.T. Packaging Attributes of Antioxidant-Rich Instant Coffee and Their Influence on the Purchase Intent. Beverages 2015, 1, 273-291.

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