Linking Sustainable Smart Food Packaging to Healthy Eating Behaviors: A TPB-Perceived Value Framework with IPMA...

Area of Science:

• Consumer Behavior
• Food Science
• Technology Adoption

Background:

• Smart food packaging adoption is increasing due to digital technology and health demands.
• Consumer cognitive biases and low acceptance impede market penetration of smart food packaging.

Purpose of the Study:

• To construct and validate a chained mediation model integrating the Theory of Planned Behavior (TPB) and Perceived Value Theory.
• To investigate the influence of smart food packaging on consumers' healthy eating behaviors.
• To identify key factors for improving smart food packaging acceptance and market penetration.

Main Methods:

• Utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance-Performance Map Analysis (IPMA).
• Developed an interdisciplinary research framework combining multiple theories.
• Analyzed the relationships between perceptual factors, TPB constructs, perceived value, trust, self-efficacy, and healthy eating behavior.

Main Results:

• Four perceptual factors of smart food packaging positively influenced TPB constructs, with experiential factors being most impactful.
• TPB constructs significantly affected perceived value, trust, and self-efficacy, highlighting the prominence of individual needs.
• Perceived trust emerged as the strongest predictor of healthy eating behavior.

Conclusions:

• Smart food packaging significantly influences healthy eating behaviors through perceived value, trust, and self-efficacy.
• Perceived value requires improvement, while individual needs and self-efficacy are areas of strength for smart food packaging.
• Findings offer theoretical insights and practical guidance for optimizing smart food packaging design and promoting healthy consumption.