




































AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

No. 1 (2023), pp. 14-23 

 

14 
 

INTELLIGENT PACKAGING AS A MARKETING TOOL. ARE DIGITAL 

TECHNOLOGIES RE-SHAPING PACKAGING? 

 

I. GIGAURI, M. PALAZZO 

 

Iza Gigauri,¹ Maria Palazzo²  

¹ St. Andrew the First-Called Georgian University, Georgia (orcid.org/0000-0001-6394-6416) 

E-mail: i.gigauri@sangu.edu.ge  

² University of Salerno & Universitas Mercatorum, Italy (orcid.org/0000-0002-8710-9054) 

E-mail: maria.palazzo@unimercatorum.it  

 

Abstract. Rapid technological advancements, digitalization trends, changes in 

consumer behavior, and call to achieve sustainable development goals induce 

transformations in the packaging industry. Digital technologies are enabling the packaging 

to move from its core passive functions to more enhanced features such as prolonged 

preservation, traceability, communication, sustainable supply chain, life-cycle evaluation, 

and extended shelf-life of a product. Intelligent packaging can provide information about the 

conditions inside and outside of the packaging preventing contamination of the product. 

Monitoring of food products allows consumers, producers, and retailers to avert potential 

spoilage and unnecessary waste. Consumer behavior determines the success of intelligent 

packaging. Their acceptance of new technologies, environmental concerns, attitude towards 

sustainability issues, as well as safety and quality preferences define customers’ buying 

behavior. The innovative features of packaging have not yet attracted much attention from 

academics and practitioners. In addition, the design and development of such packaging are 

associated with high prices, which encourages manufacturers to avoid it. Therefore, a 

comprehensive understanding of current packaging trends can shed light on the benefits and 

potential barriers to its use. This paper provides a literature review of intelligent packaging 

and explains its functions. It defines the role of packaging in marketing in the current digital 

era. The paper discusses the definitions of smart, active, and intelligent packaging and 

suggests how intelligent packaging can serve as a marketing tool while achieving marketing 

strategies.  

Keywords: packaging, intelligent packaging, marketing, digital technologies, 

communication, sustainability 

 

INTRODUCTION  

The unprecedented advancements in digital technologies in the past few years have 

empowered companies to reshape marketing tools and strategies. The emergence of Artificial 

Intelligence, Virtual Reality, Big Data Analytics, Mobile Internet, Internet of Things, 

Blockchains, Automation, and Robotization enabled marketers to respond to consumers’ needs 

in an effective and efficient way. The advent of the digital economy along with the New Normal 

caused by the recent pandemic has altered social systems and business models toward 

innovative solutions (Skala, 2019; Gigauri, 2021). Technological progress and accelerated 

digitalization influenced packaging and created new opportunities for the packaging industry. 

mailto:i.gigauri@sangu.edu.ge
mailto:maria.palazzo@unimercatorum.it


Iza GIGAURI, Maria PALAZZO 

 

15 
 

Consumer requirements towards packaging are changing in line with digitalization trends. 

Changed lifestyles and the current digital age imply consumers’ decisions on more convenient 

packaging, especially for food and drink products (Jinkarn & Suwannaporn, 2015).  

Packaging makes impression on buyers as they first come into contact with the packaging 

before the product. Therefore, the visual effects of packaging including shape, size, and color 

are significant marketing elements. The positive feelings and emotions evoked by the 

packaging can lead to a purchase decision. For this reason, packaging as a marketing tool has 

become attractive for researchers and marketers, who have more and more improved packaging 

systems. As a result, intelligent packaging emerged combining digital, innovation, and 

marketing tools. The importance of packaging is not only represented for supply chain 

management but also for improving packaging sustainability. Demand for traceability features 

is growing and the need for the safety and quality of products is increasing. Intelligent 

packaging provides information about the conditions inside and outside of the packaging 

enabling timely decision-making. Its potential to prevent waste aligns with Sustainable 

Development Goals. In this vein, packaging has become essential not only from the marketing 

perspective but also for the implementation of sustainable business strategies. 

This review paper addresses the role of intelligent packaging from a marketing 

perspective. To achieve its aims, the paper provides definitions of active, intelligent, smart, and 

sustainable packaging and discusses the functions and benefits of intelligent packaging for 

marketing strategies.  

 

I. About the Definition of Intelligent Packaging and Related Terms 

The advancements in the intelligent packaging system resulted from the current 

technological progress, changes in consumer preferences, and sustainability trends (Palazzo et 

al., 2023). The term is related to smart, active, interactive, responsive, intelligent, and 

sustainable packages (Figure 1).  

 

Figure 1. Relationship of packaging systems 

 
Source: Authors’ elaboration based on the discussion of definitions. 

 



INTELLIGENT PACKAGING AS A MARKETING TOOL. ARE DIGITAL TECHNOLOGIES RE-

SHAPING PACKAGING? 

 

16 
 

Smart packaging offers improved functions utilizing new technologies (Kerry & Butler, 

2008). Incorporated sensor technology enables smart packaging systems to monitor products 

such as food and pharmaceuticals aiming to transmit information about their quality, safety, 

and freshness (Schaefer & Cheung, 2018). Smart packaging contains characteristics of 

intelligent packaging and active packaging (Vanderroost et al., 2014). In this regard, Schaefer 

and Cheung (2018, p. 1023) summarize the smart packaging notion in the following way: 

“Smart packaging allows to track and trace a product throughout its lifecycle and to analyze 

and control the environment inside or outside the package to inform its manufacturer, retailer 

or consumer on the product’s condition at any given time”. 

Active packaging includes additives to maintain the quality and shelf life of a food product 

(Biji et al., 2015). It is mainly used for rapidly perishable products to reduce the number of 

active materials causing food damage and avoid bacteria from entering the product (Schaefer 

& Cheung, 2018). Usually, active packaging systems contain oxygen scavengers, ethylene 

scavengers, flavor and odor absorbers/releasers, antimicrobial and antioxidant packaging 

technologies (Prasad & Kochhar, 2014).  

European Food Safety Authority defines intelligent packaging as “materials and articles 

which monitor the condition of packaged food or the environment surrounding the food 

(Regulation (EC) No 1935/2004 Article 2.2.b and Regulation (EC) No 450/2009 Article 3.b)” 

(EFSA, 2009, 4). Intelligent packaging systems inspect food condition and transmit 

information about its quality during storage or transportation (Biji et al., 2015). The system 

contains various indicators such as time-temperature, gas detectors, and freshness or ripening 

indicators (Prasad & Kochhar, 2014). Intelligent packaging is a complex system embedded 

with intelligent functions to detect, record, track, and communicate information about the 

quality of a packaged product (Yam et al., 2005). These functions are achieved through 

hardware components such as different indicators and sensor devices as well as radio frequency 

identification (RFID) systems (Kerry, O’grady & Hogan, 2006), which trace, record, and 

provide information about discovered alterations in a product and its environment inside 

packaging (Realini & Marcos, 2014). Thereby, for example, changing oxygen or pH levels, the 

freshness of food, or temperature can be detected (Yam et al., 2005). 

Responsive packaging responds to specific stimuli in the food or surrounding 

environment, such as microorganisms, with the purpose of monitoring and enhancing food 

quality (Brockgreitens & Abbas, 2016). 

 Interactive packaging enables two-way communication between consumers and packaged 

goods through the incorporated technological systems (Butler, 2013). The research conducted 

by Lydekaityte and Tambo (2020) found that smart interactive packaging improves the 

effectiveness of a product and increases consumers’ experiences as they can engage with it.  

Active packaging systems react to the food environment to enhance the quality, safety, 

and shelf-life, while intelligent packaging aims to monitor the conditions of the product (Drago 

et al., 2020). Accordingly, intelligent packaging detects and shares information, whereas active 

and responsive packaging takes actions to improve the quality of food and environment 

(Vanderroost et al., 2014). As a result, both types of packaging can cooperate under the concept 

of Smart Packaging (Müller & Schmid, 2019) to enhance product quality (Figure 2).  

Sustainable packaging refers to eco-friendly packaging that also considers social and 



Iza GIGAURI, Maria PALAZZO 

 

17 
 

economic aspects (Boz, Korhonen & Koelsch Sand, 2020). Sustainable packaging is sourced 

from renewable and sustainable materials, it can reduce waste as well as resource and energy 

use. Sustainable packaging is recyclable and reusable.  

 

Figure 2. Systems and Properties of Active and Intelligent Packaging  

 
Source: Authors’ elaboration based on Drago et al., 2020. 

 

II. Functions and Benefits of Intelligent Packaging for Marketing strategies 

In general, packaging plays a significant role in the consumer market being an essential 

marketing element of marketing communication strategy (Rundh, 2009). Moreover, packaging 

design must suit to the working lifestyle of consumers taking into account urbanization.  

Since customers’ expectations are constantly changing and their demands are never fully 

satisfied, companies are motivated to create consumer-oriented offers attracting purchasers to 

participate in the process (Baruk & Iwanicka, 2015).  

Packaging functions involve not only the protection of a product but also represent 

marketing tools (Robertson, 2013) as a communication trait is an integral part of packages. The 

communication strategy of marketing incorporates brand concept and product quality for 

influencing consumer decisions. Customers first encounter packages when touching a product 

and get their first impression of a brand and product through packages. Successful marketing 

communication through packaging covers not only information about the product but also 

packaging design, fonts and colors used as well as logos, illustrations, and symbols on it 

(Koutsimanis et al., 2012; Renn, 2007; van den Berg-Weitzel & van de Laar, 2001). Therefore, 



INTELLIGENT PACKAGING AS A MARKETING TOOL. ARE DIGITAL TECHNOLOGIES RE-

SHAPING PACKAGING? 

 

18 
 

packaging involves an important task to promote and sell commodities by providing 

information about a product (Rundh, 2005). 

In addition to the communication function, packaging has logistics, environmental, and 

marketing chain functions (Prendergast & Pitt, 1996; Rundh, 2005). Packages must protect 

products during shipment, distribution, storage, and transportation. 

Furthermore, convenience features are the most demanded function of packages because 

of modern lifestyles. For consumers, packages of food, home care, or pharmaceutical products 

must be easy to open, re-close, unwrap, store, and carry, while for manufacturers, the packaging 

system should be convenient in order to pack and distribute goods (Jinkarn & Suwannaporn, 

2015). Therefore, packaging design including such convenience functionality is a significant 

marketing tool (Silayoi & Speece, 2004). 

Intelligent packaging detects and conveys information about the condition of the product. 

However, it does not have a function to address the problem it detects but stimulates active 

packaging function to tackle the changed environment or alterations in the product. Intelligent 

packaging aims to reveal the quality conditions of the product and therefore, improve its safety. 

For this reason, it includes several devices and detectors such as time-temperature indicators, 

freshness indicators, and tracking services to monitor the transportation and storage of 

perishable products. In addition to indicators, intelligent packaging contains data carriers to 

track product movement throughout the supply chain and chemical sensors to transform 

chemical information into a measurable signal (Azeredo & Correa, 2021). Consumers have 

access to the information intelligent packaging is gathering.  

Prior studies conducted through 600 interviews with consumers revealed that the most 

essential feature of food and drink packaging was the opening characteristics, which impact 

purchasing decisions, and consumers even were ready to pay more for convenient packaging 

including tamper-evident design (Jinkarn & Suwannaporn, 2015). Moreover, Baruk and 

Iwanicka (2015) found that environmental aspects of dairy product packaging positively affect 

the consumer purchasing decision.  

Blankenbach et al. (2018) developed smart packaging with Bluetooth and smartphone 

application for pharmaceutical products to provide information to patients about medicine 

intake. Through E-paper and sensors, it is possible to control the amount of liquid, number of 

tablets, and time to take tablets, equipped with alarm and reminder systems (Blankenbach et 

al., 2018). Logistically, it helps to monitor environment, temperature, and enables data transfer; 

it includes QR code and active tag for security, data exchange, and reordering purposes 

(Blankenbach et al., 2018). 

The importance of packaging for marketing is increasing due to the following factors. 

First, consumer products require packages in order to bring them to market (Baruk & Iwanicka, 

2015). Second, increased competition, a large number of available, and continuously more new 

products offered force companies to find innovative ways for differentiation (Wells et al., 

2007). In this sense, packaging acts as an outstanding marketing tool to attract the attention of 

buyers. Third, changes in the marketing environment such as cultural, social, economic, and 

technological factors influence buying decisions, and hence, the packaging is expected to meet 

the expectations (Albino et al., 2009). Fourth, self-service facilities on the market are growing, 

where packaging serves as a “silent salesman” (Baruk & Iwanicka, 2015; Rettie & Brewer, 



Iza GIGAURI, Maria PALAZZO 

 

19 
 

2000). In this regard, packaging can not only convey product information in a persuasive way 

but consumers also can feel and see the packaging before making a purchase decision. 

Additionally, consumer awareness and demand for knowledge are growing. They want to 

know about the origin and composition of the product. Interestingly, studies revealed that 

consumers’ age, gender, and education determine their expectations of packaging, which 

impacts their purchase decision (Baruk & Iwanicka, 2016).  

Previous research performed through focus group interviews in Sweden and used thematic 

analysis demonstrated that consumers concern about the ethical and environmental impact of 

packaging material suggesting that manufacturers should communicate favorable 

characteristics of packaging (Fernqvist, Olsson & Spendrup, 2015). Food product perishability 

can be avoided by appropriate packaging to increase their shelf life and hence, decrease food 

waste, which is a main problem in the food supply chain (Li et al., 2020). Since products have 

an environmental impact throughout their life cycle (Williams & Wikström, 2011), companies 

need to decrease waste caused by damaged products using the intelligent packaging. The 

quality of a product can be communicated by transparent packaging (Fernqvist et al., 2015), 

which is made mainly of plastic. Intelligent packaging, conversely, provides through 

technological devices.  

Prior studies show that marketers can attract consumers through targeted packaging design 

and communication of product benefits based on consumers’ opinions on packaging (Fernqvist 

et al., 2015). Likewise, the research results indicate that consumers demand that fruit and 

vegetable packaging communicate the origin of products, cooking recipes, as well as product 

name, brand, and expiration date (Fernqvist et al., 2015). Thus, packaging reflecting food 

quality and brand value creates consumer satisfaction (Coles, 2003) and helps achieve a 

competitive advantage.  

In addition, packaging impacts the returns in online shopping (Wallenburg et al., 2021), 

as secondary and primary packages serve as a sensory experience for buyers (Heller et al., 

2019). It communicates about the seller and purchased items. Especially, secondary packages 

are specifically designed by online retailers as a differentiation strategy to meet or even exceed 

customers’ expectations. Packaging includes branding features to “create a premium esthetic 

appeal” (Wallenburg et al., 2021). 

The recent study results by Palazzo, Vollero and Siano (2023) performed a systematic 

literature review of 130 articles published between 1991-2021 and confirmed the growing 

interest of scholars and practitioners toward intelligent packaging, especially, with respect to 

sustainability and innovation. Intelligent packaging can facilitate the transition to a circular 

economy and better waste management (Palazzo et al., 2023). Moreover, the research found 

that the food sector benefits more from advanced features of packaging due to the extended 

shelf-life and safety of food products (Palazzo et al., 2023; Vanderroost et al., 2014). 

 

CONCLUSIONS 

Marketing promotes the sale of products and is associated with the communication 

function of disseminating information about the brand and the quality or functionality of 

commodities to consumers. Packaging is recognized as a vital part of a product through which 

consumers contact the brand, and consequently, the concept of packaging is considered one of 

the key aspects of marketing strategy. The aim of packaging systems is not only to protect the 



INTELLIGENT PACKAGING AS A MARKETING TOOL. ARE DIGITAL TECHNOLOGIES RE-

SHAPING PACKAGING? 

 

20 
 

product but also to ensure its safety and quality as well as preserve it during distribution. 

Additionally, packaging facilitates communication with customers by providing different types 

of information such as instructions, components, expiration dates, etc. It also sells a product 

through its attractiveness, as packaging functions and convenience for opening and storage are 

engaging marketing tools. In this context, intelligent packaging transmits information to 

stakeholders about the product and its surrounding environment remotely ensuring the 

satisfaction of consumers’ demands. Technological progress and digitization have empowered 

packaging thanks to which advanced systems and properties are integrated into smart 

intelligent packaging. 

Intelligent packaging can contribute to sustainability trends by reducing wastage and 

avoiding spoilage of products, especially, food, cosmetics, and pharmaceuticals. Since 

sustainable development goals aim to improve lives worldwide, consumers’ behavior is 

altering adopting sustainable lifestyles, and demanding more responsibility from brands 

(Gigauri, 2022; Gigauri & Vasilev, 2022). Intelligent packaging responds to increasing demand 

for quality and safety and facilitates effective management of the supply chain.  In addition, 

active and intelligent packaging has the potential to become transparent communication tool to 

consumers, retail and food industry for controlling the food production and supply chain.  

This paper contributes to the literature and practice by exploring intelligent packaging as 

a marketing tool in the light of digital technologies. It adds value on the discussions of new 

trends and perspectives of smart packaging. The paper distinguishes between various types of 

packaging contributing to the knowledge of scholars and managers and demonstrates the 

relationship of the innovative packaging types. It also sheds light on some benefits and 

advantages of smart, intelligent and active packaging while engaging in debates about its 

usability for different product categories.  

From the marketing perspective, consumer satisfaction through packaging can lead to 

shifting their behavior in favor of the company brand. Practitioners can recognize that 

packaging influence consumer purchase decisions. Furthermore, in the era of online shopping, 

packaging impacts consumer satisfaction and brand reputation. Consequently, marketers 

should address this issue by creating appropriate packaging design based on research.  

Moreover, smart packaging can contribute to sustainability goals by decreasing waste. 

Consumers’ concern about the environment and their willingness to purchase products with 

eco-friendly packaging is increasing. Thus, they are attracted by sustainable packaging. 

Accordingly, marketers can impress consumers with targeted packaging design, which 

communicates product benefits based on consumers’ packaging demand.  

Future studies should examine the features and characteristics of smart intelligent 

packaging for different products and survey consumers acceptance of various types of 

packaging. Since the concept is complex, it can contain many variables requiring more in-depth 

analysis, especially from different countries and culture contexts.   

 

REFERENCES 

1. Azeredo, H. M. C., & Correa, D. S. (2021). Smart choices: Mechanisms of 

intelligent food packaging. Current Research in Food Science, 4, 932–936. 

https://doi.org/10.1016/J.CRFS.2021.11.016 



Iza GIGAURI, Maria PALAZZO 

 

21 
 

2. Baruk, A. I., & Iwanicka, A. (2015). Polish final purchasers’ expectations towards 

the features of dairy product packaging in the context of buying decisions. British 

Food Journal, 117(1), 178-194. https://doi.org/10.1108/bfj-06-2014-0188 

3. Baruk, A. I., & Iwanicka, A. (2016). The effect of age, gender and level of 

education on the consumer’s expectations towards dairy product 

packaging. British Food Journal, 118(1), 100-118. https://doi.org/10.1108/bfj-07-

2015-0248 

4. Biji, K. B., Ravishankar, C. N., Mohan, C. O., & Srinivasa Gopal, T. K. (2015). 

Smart packaging systems for food applications: a review. Journal of food science 

and technology, 52, 6125-6135. https://doi.org/10.1007/s13197-015-1766-7 

5. Blankenbach, K., Duchemin, P., Rist, B., Bogner, D., & Krause, M. (2018). 22-2: 

Smart Pharmaceutical Packaging with E-Paper Display for improved Patient 

Compliance. SID Symposium Digest of Technical Papers, 49(1), 271–274. 

https://doi.org/10.1002/sdtp.12521 

6. Boz, Z., Korhonen, V., & Koelsch Sand, C. (2020). Consumer Considerations for 

the Implementation of Sustainable Packaging: A Review. Sustainability, 12(6), 

2192. https://doi.org/10.3390/su12062192 

7. Brockgreitens, J., & Abbas, A. (2016). Responsive food packaging: Recent 

progress and technological prospects. Comprehensive Reviews in Food Science 

and Food Safety, 15(1), 3-15. https://doi.org/10.1111/1541-4337.12174  

8. Butler, P. (2013). Smart and interactive packaging developments for enhanced 

communication at the packaging/user interface. Trends in packaging of food, 

beverages and other fast-moving consumer goods (FMCG), 261-287. 

https://doi.org/10.1533/9780857098979.261 

9. Coles, R. (2003). Introduction. In Coles, R., McDowell, D. & Kirwan, M.J. (Eds), 

Food Packaging Technology, Blackwell Publishing Ltd, Oxford, 1-31.  

10. Drago, E., Campardelli, R., Pettinato, M., & Perego, P. (2020). Innovations in 

Smart Packaging Concepts for Food: An Extensive Review. Foods, 9(11), 1628. 

https://doi.org/10.3390/foods9111628     

11. European Food Safety Authority (EFSA). (2009). Guidelines on submission of a 

dossier for safety evaluation by the EFSA of active or intelligent substances 

present in active and intelligent materials and articles intended to come into contact 

with food. EFSA Journal, 7(8), 1208. https://doi.org/10.2903/j.efsa.2009.1208 

12. Fernqvist, F., Olsson, A., & Spendrup, S. (2015). What’s in it for me? Food 

packaging and consumer responses, a focus group study. British Food Journal, 

117(3), 1122-1135. https://doi.org/10.1108/bfj-08-2013-0224 

13. Gigauri, I. (2021). New economic concepts shaping business models in post-

pandemic era. International Journal of Innovative Technologies in Economy, 

(1(33). https://doi.org/10.31435/rsglobal_ijite/30032021/7393   

14. Gigauri, I. (2022). The potential of universities to promote and facilitate 

sustainable development. In Eastern European Conference of Management and 

Economics–EECME 2022, p. 125. 

https://www.vspv.si/uploads/visoka_sola/eecme_4/2022_zbornik_verzija_koncna

2.pdf#page=133 



INTELLIGENT PACKAGING AS A MARKETING TOOL. ARE DIGITAL TECHNOLOGIES RE-

SHAPING PACKAGING? 

 

22 
 

15. Gigauri, I. & Vasilev, V. (2022). Corporate Social Responsibility in the Energy 

Sector: Towards Sustainability. In: Khan, S.A.R., Panait, M., Puime Guillen, F., 

Raimi, L. (eds) Energy Transition. Industrial Ecology. Springer, Singapore. 

https://doi.org/10.1007/978-981-19-3540-4_10 

16. Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). 

Touching the untouchable: exploring multi-sensory augmented reality in the 

context of online retailing. Journal of Retailing, 95(4), 219-234. 

https://doi.org/10.1016/j.jretai.2019.10.008 

17. Jinkarn, T., & Suwannaporn, P. (2015). Trade-off analysis of packaging attributes 

for foods and drinks. British Food Journal, 117(1), 139–156. 

https://doi.org/10.1108/BFJ-08-2013-0231 

18. Kerry, J. P., O’grady, M. N., & Hogan, S. A. (2006). Past, current and potential 

utilisation of active and intelligent packaging systems for meat and muscle-based 

products: A review. Meat science, 74(1), 113-130. 

https://doi.org/10.1016/j.meatsci.2006.04.024 

19. Kerry, J., & Butler, P. (Eds.). (2008). Smart packaging technologies for fast 

moving consumer goods. John Wiley & Sons. 

20. Koutsimanis, G., Getter, K., Behe, B., Harte, J., & Almenar, E. (2012). Influences 

of packaging attributes on consumer purchase decisions for fresh produce. 

Appetite, 59(2), 270–280. https://doi.org/10.1016/J.APPET.2012.05.012 

21. Li, Y., Chu, F., Côté, J. F., Coelho, L. C., & Chu, C. (2020). The multi-plant 

perishable food production routing with packaging consideration. International 

Journal of Production Economics, 221, 107472. 

https://doi.org/10.1016/j.ijpe.2019.08.007 

22. Lydekaityte, J., & Tambo, T. (2020). Smart packaging: Definitions, models and 

packaging as an intermediator between digital and physical product 

management. The International Review of Retail, Distribution and Consumer 

Research, 30(4), 377-410. https://doi.org/10.1080/09593969.2020.1724555 

23. Müller, P., & Schmid, M. (2019). Intelligent packaging in the food sector: A brief 

overview. Foods, 8(1), 16. https://doi.org/10.3390/foods8010016 

24. Palazzo, M., Vollero, A., & Siano, A. (2023). Intelligent packaging in the transition 

from linear to circular economy: Driving research in practice. Journal of Cleaner 

Production, 388, 135984. https://doi.org/10.1016/j.jclepro.2023.135984 

25. Prasad, P., & Kochhar, A. (2014). Active packaging in food industry: a 

review. Journal of Environmental Science, Toxicology and Food 

Technology, 8(5), 1-7. 

26. Prendergast, G., & Pitt, L. (1996). Packaging, marketing, logistics and the 

environment: Are there trade-offs? International Journal of Physical Distribution 

& Logistics Management, 26(6), 60–72. 

https://doi.org/10.1108/09600039610125206 

27. Realini, C. E., & Marcos, B. (2014). Active and intelligent packaging systems for 

a modern society. Meat science, 98(3), 404-419. 

https://doi.org/10.1016/j.meatsci.2014.06.031 



Iza GIGAURI, Maria PALAZZO 

 

23 
 

28. Renn, O. (2007). Risk perception and communication: Lessons for the Food and 

Food Packaging Industry. 22(10), 1061–1071. 

https://doi.org/10.1080/02652030500227792 

29. Rettie, R., & Brewer, C. (2000). The verbal and visual components of package 

design. Journal of Product & Brand Management, 9(1), 56–70. 

https://doi.org/10.1108/10610420010316339 

30. Robertson, G.L. (2013). Food Packaging: Principles and Practice. CRC Press, 

Boca Raton, FL.  

31. Rundh, B. (2005). The multi-faceted dimension of packaging: Marketing logistic 

or marketing tool? British Food Journal, 107(9), 670–684. 

https://doi.org/10.1108/00070700510615053 

32. Schaefer, D., & Cheung, W. M. (2018). Smart Packaging: Opportunities and 

Challenges. Procedia CIRP, 72, 1022-1027. 

https://doi.org/10.1016/j.procir.2018.03.240  

33. Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An 

exploratory study on the impact of involvement level and time pressure. British 

Food Journal, 106(8), 607–628. https://doi.org/10.1108/00070700410553602 

34. Skala, A. (2019). Digital Startups in Transition Economies: Challenges for 

Management, Entrepreneurship and Education. Palgrave Pivot Cham. 

https://doi.org/10.1007/978-3-030-01500-8 

35. van den Berg-Weitzel, L., & van de Laar, G. (2001). Relation between culture and 

communication in packaging design. Journal of Brand Management 2001 8:3, 

8(3), 171–184. https://doi.org/10.1057/PALGRAVE.BM.2540018   

36. Vanderroost, M., Ragaert, P., Devlieghere, F., & De Meulenaer, B. (2014). 

Intelligent food packaging: The next generation. Trends in food science & 

technology, 39(1), 47-62. https://doi.org/10.1016/j.tifs.2014.06.009 

37. Wallenburg, C. M., Einmahl, L., Lee, K. B., & Rao, S. (2021). On packaging and 

product returns in online retail—Mailing boxes or sending signals?. Journal of 

Business Logistics, 42(2), 291-308. https://doi.org/10.1111/jbl.12273 

38. Williams, H., & Wikström, F. (2011). Environmental impact of packaging and 

food losses in a life cycle perspective: a comparative analysis of five food items. 

Journal of Cleaner Production, 19(1), 43–48. 

https://doi.org/10.1016/J.JCLEPRO.2010.08.008 

39. Yam, K. L., Takhistov, P. T., & Miltz, J. (2005). Intelligent packaging: concepts 

and applications. Journal of food science, 70(1), R1-R10. 

https://doi.org/10.1111/j.1365-2621.2005.tb09052.x  

  


