This project phase, corresponding to Activity 1.3 and led by the Polish partner Krakow University of Economics, was carried out in four pilot areas (Italy, the Czech Republic, Slovenia and Hungary). It aimed to collect valuable insights into consumer needs and preferences regarding environmentally friendly food packaging. The primary objective was to assess the extent to which these consumer expectations influence the strategic decisions of agrifood SMEs undertaking the transition toward more sustainable packaging solutions.
The survey was conducted using the Computer-Assisted Web Interviewing (CAWI) methodology via the Qualtrics platform and involved just over a thousand respondents. The sample was designed to be representative of local communities, taking into account factors such as place of residence, age, gender, and municipality size.
The questionnaire, developed with methodological support from the Krakow University of Economics (UEK), was structured into thematic sections addressing innovation, packaging durability, ease of use, quality of information provided, environmental impact, undesirable features, and willingness to pay for eco-friendly alternatives. Responses were collected using a 7-point scale and complemented by socio-demographic questions.
Although data analysis is still ongoing, preliminary findings have already yielded valuable insights. Mean scores and response frequencies offer a solid foundation for the upcoming SWOT analysis. The ultimate goal is twofold: first, to provide a clear picture of actual consumer expectations; and second, to support agrifood SMEs in aligning their strategies with market demand for environmentally sustainable packaging solutions.