The package printing industry is a vibrant and growing industry and digital printing technology is improving quickly--yet the adoption of digital printing has not fully penetrated the label printing market, a subset of packaging, and digital printing has seen slower adoption in its decade-long history in labels than expected. This research attempts to explain why this may be the case by understanding the factors affecting the intention to adopt digital printing. This study utilizes Fishbein and Ajzen's Theory of Planned Behavior (TPB) in a cross-sectional survey of individuals in a decision-making role in label printing companies. The study was intended to gather timely, descriptive information to understand the adoption of digital printing for commercial production in the label printing industry in the next 12 months. The study attempts to measure a dependent variable, the Intention to adopt and the following independent variables: Attitude, Subjective Norm, and Perceived Behavioral Control.

Questionnaire instruments were mailed to 260 companies, of which 51 responded, a response rate of nearly 19%, and of those, 31 qualified for data analysis. A high percentage (86%) of the respondents represented companies with fewer than 50 employees. The results of the research indicate that the outlook on digital printing technologies remains optimistic, however, those in charge of the adoption are concerned about budget within the next 12 months. The customer, sales, and marketing are the most influential groups supporting the adoption, contrasted with the president, and owners/shareholders with the most reserved view.

The normative referents in the organization were shown to have the highest degree of influence and effect on Intention, illustrating the clarity of that construct in this specific research context. The discussion of the results covers three themes relevant to digital adoption in labels: budgetary concerns, customer-driven demands, and optimization of the production of sold goods.

Library of Congress Subject Headings

Label industry--Forecasting; Digital printing--Forecasting

Publication Date


Document Type


Student Type


Degree Name

Print Media (MS)

Department, Program, or Center

School of Media Sciences (CIAS)


Christopher Bondy

Advisor/Committee Member

Bruce Myers


Physical copy available from RIT's Wallace Library at HD9999.L172 S37 2014


RIT – Main Campus

Plan Codes