Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 505702
Title Organics unpacked : The influence of packaging on the choice for organic fruits and vegetables
Author(s) Herpen, Erica van; Immink, Victor; Puttelaar, Jos van den
Source Food Quality and Preference 53 (2016). - ISSN 0950-3293 - p. 90 - 96.
Department(s) Marketing and Consumer Behaviour
LEI Consumer and Chain
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) Choice - Fruit - Organics - Packaging - Produce - Unpacked - Vegetables

In many supermarkets throughout Europe, it has become common practice in the fruit and vegetable department to offer options in plastic packaging. Recent trends, however, move towards the removal of packaging. The current study examines whether offering fruit and vegetables without primary packaging increases the likelihood that consumers choose these products. This is especially relevant for organic fruit and vegetables, given that plastic may be perceived as contrary to the sustainable nature of these products. A first experiment, using a student sample and an immersive 3D virtual supermarket environment, shows that choice for organic fruit and vegetables indeed increases when organics are offered without packaging. A second experiment with the virtual supermarket generalizes these findings to a sample of supermarket patrons, additionally showing that unpacked fruit and vegetables are preferred over packed options overall, both for organic and non-organic products. We conclude that removing the primary packaging of organic fruit and vegetables appears to be a promising intervention in attempts to increase organic sales.

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