Revealing intelligent packaging for food products from consumers’ point of view in Georgia

Purpose: The purpose of this study is to explore the awareness, perception and attitude of consumers from Georgia toward smart, active and intelligent packaging of food products. Design/methodology/approach: This study is based on a quantitative research method using a survey questionnaire tool to gather data from consumers in Georgia. Findings: The scope of the sample is restricted to only one developing country. Yet, the research results are still significant in creating knowledge about innovative food packaging from different country contexts and to understanding the acceptance of intelligent active packaging by consumers. Research limitations/implications: Intelligent packaging facilitates companies with their sustainability efforts by reducing waste and environmental impact. It increases the desirability of products as responds to customer demands and leads to consumer satisfaction. Intelligent packaging can increase trust in bioproducts; for example, it is possible to track and check or monitor the origin of a product and prove that the product producer has really manufactured a bioproduct. Originality/value: The study contributes to the discussion of the applicability and use of packaging with enhanced features in the food industry. In this respect, the performed pilot study fills the gap in the packaging literature by investigating consumers’ perspectives on intelligent packaging in Georgia – a non-EU, post-soviet, developing country.