The importance of packaging innovations in the Swedish food sector
Abstract in Undetermined Packaging is of particular importance to retailers, since it can be considered an integral part of the product and the first point of contact with the brand (Rundh 2005). Over 73% of interviewed consumers rely on packaging to aid their purchasing decisions (Wells et al. 2007), and retailers are the ‘gatekeepers’ to the consumers (Dobson et al. 2003) via the retail stores,
