Marketing Commons^™

Should It Be Green Or Not? Investigating What Constitutes Prototypical Packaging Design For Organic Food, Polymeros Chrysochou, Alexandra Festila, Aleksandra Georgieva, Diana Todorova

Polymeros Chrysochou

The market for organic food products showed impressive growth rates in 2010, accounting for 59 billion US dollars (Sahota, 2012). This high growth is underpinned by an increased availability of organic food products through big retail chains and by following similar marketing strategies to conventional brands. Hence, communication at the point of sale that the product is organic is of increased importance in order to be distinguished from conventional ones. Packaging is among those marketing tools that contribute in brand differentiation and establish brand identity and, since most of the food choices are made in store, it represents the only …