For the Philippine coffee industry to thrive in an increasingly competitive market, packaging cannot be an afterthought. It must be strategically designed to appeal consumer preferences.
Have you ever wondered why you reach for certain coffee brands at the supermarket? Is it the sleek metal container that catches your eye, the eco-friendly fabric pouch that appeals to your environmental consciousness, or perhaps the artistically designed paper packaging that speaks to your aesthetic sensibilities?
“Coffee before anything else.” In a not-so-long-ago study I published in the Asia Pacific Journal of Marketing and Logistics, I investigated how consumers perceive the packaging of Philippine coffee products, particularly those of social enterprises, and how these impressions influence their willingness to purchase. The findings tell fascinating insights about how packaging materials and designs shape consumer behavior, with important implications for local coffee producers and social enterprises.
The Philippine coffee industry has seen remarkable growth in recent years, with an increasing number of small-scale farmers and social enterprises entering the market. It’s becoming “quite” sustainable. When I teach customer segments and the sustainable supply chain, I often highlight single-origin coffee as an example. However, one persistent challenge I noticed has been the lack of standardization and quality control in coffee packaging. This gap prompted me to explore how specific packaging elements influence consumer perceptions and purchase decisions.
I surveyed 263 coffee consumers, examining their responses to different packaging materials (metal/glass, fabric/sack, and paper) and graphic designs (patterns, product images, emotional attractions, and visible product). The results are flabbergasting: although packaging materials and graphic design elements both impact consumer impressions, graphic design has a more significant influence on purchasing decisions.
Interestingly, gender plays a role in how packaging elements are perceived. Female consumers tend to be more influenced by visual elements. They respond strongly to pattern designs that evoke beauty, uniqueness, and modernity. Male consumers, on the other hand, are more affected by packaging materials, with metal and glass containers often associated with quality and reliability.
What’s particularly noteworthy is how different packaging materials trigger distinct emotional responses. Metal/glass containers are perceived as premium and reliable, fabric/sack packaging connects with eco-consciousness and authenticity, while paper packaging is seen as modern and environmentally-friendly. But in spite of those, the study found that consumer impressions of taste and freshness don’t significantly vary between packaging materials. This suggests that other factors might be more important in shaping these particular perceptions.
For social enterprises in the coffee industry, these findings offer valuable guidance for market success. The study shows, and take note, that paper packaging with pattern designs tend to be most attractive to consumers overall. This preference aligns well with sustainability goals, as paper is often perceived as more environmentally friendly than other materials.
The research also shows strong correlations between consumer impressions and willingness to buy, particularly in terms of sensory expectations and brand attitudes. This suggests that social enterprises should focus on creating packaging that not only protects their product but also tells a compelling story about their brand and mission.
What does this mean for Philippine coffee social enterprises? Firstly, they should prioritize graphic design elements in their packaging strategy, as these have the strongest impact on consumer perceptions and purchase decisions. Secondly, they might consider developing gender-targeted packaging strategies, particularly for products aimed at specific market segments. Thirdly, they should invest in standardized packaging that effectively communicates product quality and social value.
The environmental implications are equally important. With consumers showing positive responses to eco-friendly packaging materials, there’s a clear opportunity for social enterprises to align their packaging choices with sustainability goals. This could actually create a win-win situation where environmental responsibility becomes a key driver of market success.
For the Philippine coffee industry to thrive in an increasingly competitive market, packaging cannot be an afterthought. It must be strategically designed to appeal consumer preferences and, at the same time, support the industry’s social and environmental objectives. The success of coffee social enterprises, and by extension the livelihoods of small-scale farmers, may well depend on getting these packaging decisions right.
As Plato wisely noted, “Human behavior flows from three main sources: desire, emotion, and knowledge.” In the context of coffee packaging, understanding how these elements interact with consumer perceptions can make the difference between a product that sits on the shelf and one that finds its way into shopping carts—and ultimately, into the cups of appreciative “coffeeholics”.
Adrian Mabalay is a faculty member at De La Salle University, where his research interests perfectly blend with his passion for coffee. He can be found appreciating the art of coffee in local cafes, and overhearing how coffeeholics like their coffees done. He can be reached at adrian.mabalay@dlsu.edu.ph.
The views expressed above are the author’s and do not necessarily reflect the official position of DLSU, its faculty, and its administrators.
