Consumer shift towards sustainability – The Australian packaging market is going green … or is it?

Packaging is a powerful tool for marketers as it not only attracts consumer attention but can also influence their purchase decisions. The primary purpose of food packaging is to protect, preserve and facilitate the handling of products. From a marketing perspective, packaging can generate added value for products in terms of communicating brand identity and product positioning using the sensory elements of colour, shape, size, and images to stimulate consumer sentiment.