Identification and Classification of Food Packaging Structures by Content Analysis Technique

In the present study, we seek to identify the structures of the first type of food packaging and classify them to provide a comprehensive classification. These surveys were carried out with regard to packaging in the field of impulse buying. This study is, in terms of its goal, functional; in terms of its nature, qualitative; and in terms of its methodology, content analysis. The statistical community of this research is the existing documents and experts in the packaging industry. Data gathering tool was based on the previous studies to collect the initial information and then a questionnaire for expert opinion to identify and consensus on the dimensions of food packaging. In order to investigate the content validity of packaging elements, the content validity index (CVR) provided by Lawshe (1975) was used and Kappa index was used to examine the reliability of the model. Finally, 37 indicators, 6 components (design, textual elements, multi-sense, incentive elements, functional attributes, and eco-friendly features) and two dimensions (visual and non-visual elements) were defined for food packaging.