The impact of various printing technologies on premiumisation and sustainability : a case study for Metsä Board
Kallioinen, Anni (2024)
2024
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https://urn.fi/URN:NBN:fi:amk-2024060722212
https://urn.fi/URN:NBN:fi:amk-2024060722212
Tiivistelmä
Cardboard packaging is one of the most sustainable packaging options because it is made from renewable sources. Metsä Board, a Finnish producer of fresh fibre paperboards, commissioned this thesis. The purpose of this thesis was to collect information on how different printing methods and special effects influence customers’ thoughts on premiumisation and sustainability by evaluating two packagings. The primary objective of Metsä Board was to ascertain whether consumers perceive a substantial distinction in packaging. If such a distinction is not observed, the company could concentrate efforts on implementing more environmentally friendly printing methods in their designs. If there are significant differences, investigation into how this perception influences customers purchasing decisions could be necessary. This thesis provides a discussion of two specific printing techniques, namely hot-foiling and offset printing, and elaborates on their respective sustainability and environmental impacts.
The object of the study was two hair dye packagings. Two identical packagings were printed but the other packaging underwent hot-foiling process and the other was printed by using offset colour printing to add special effects. The data was collected through consumer research by an external company in May 2024. They conducted a survey among customers, where willingness-to-pay, likelihood-of-purchase and the value of the packagings were evaluated by using opposite attributes. Also, participants’ thoughts on sustainability of the packagings were asked.
In this case, the results show that the offset printed metallic packaging was perceived to be slightly more sustainable than the hot-foiled packaging. On the other hand, the participants were willing to pay more for the hot-foiled packaging. Participants voted the metallic packaging to be more likely purchased. The findings indicate that most customers do not see a difference in sustainability between the packagings. Participants’ willingness to pay was higher for the hot-foiled packaging which can be associated with premiumisation. In this case, customers do not associate sustainability with higher price. The participants did not notice major differences between the packagings. The packaging design was then successful and, in this case, Metsä Board can offer designs with less manufacturing steps with offset printing.
The object of the study was two hair dye packagings. Two identical packagings were printed but the other packaging underwent hot-foiling process and the other was printed by using offset colour printing to add special effects. The data was collected through consumer research by an external company in May 2024. They conducted a survey among customers, where willingness-to-pay, likelihood-of-purchase and the value of the packagings were evaluated by using opposite attributes. Also, participants’ thoughts on sustainability of the packagings were asked.
In this case, the results show that the offset printed metallic packaging was perceived to be slightly more sustainable than the hot-foiled packaging. On the other hand, the participants were willing to pay more for the hot-foiled packaging. Participants voted the metallic packaging to be more likely purchased. The findings indicate that most customers do not see a difference in sustainability between the packagings. Participants’ willingness to pay was higher for the hot-foiled packaging which can be associated with premiumisation. In this case, customers do not associate sustainability with higher price. The participants did not notice major differences between the packagings. The packaging design was then successful and, in this case, Metsä Board can offer designs with less manufacturing steps with offset printing.