Interactive packaging is an innovation that has been adopted by the packaging design industry. It enables consumers to interact with packaging through their smart devices. Although the technology is already available, it is uncertain how many consumers use it or will ever find it useful.

This research measured the young Millennial (18-24 years old) consumers’ perspectives and their preferences for interactive feature on food packaging. College students between 18 to 24 years old were chosen by using a purposive sampling method. First, a questionnaire asked for information about the participants’ behavior surrounding two topics. The first topic asked about their smartphone usage, and the second topic asked about the factors affecting their purchasing decisions concerning food products. Next, the survey focused on the consumers’ perceptions and their experiences with interactive activities. QR codes and Augmented Reality were the variables. Participants without any awareness of interactive features and participants without any experience in using interactive features, even though they were aware of them, were introduced to the interactive packaging functions through a video in order to help them to better understand interactive packaging features.

Lastly, the survey asked for respondents’ opinions and expectations of interactive features in terms of the content, both function and form, and their preferred method of access. In this part of the study, coffee and tea products were used as example products. The data was analyzed by using Descriptive Statistical Analysis.

A sample of 80 students between 18 to 24 years old participated the survey. Participants were more aware and have experienced the QR code scanning more than the Augmented reality scanning. Basic information and product reviews were the top two rated for the content consumers considered important. Short paragraph and text with graphic elements were preferred interactive content formats. Consumers preferred using a web browser application on their phones to search for product information more than using a scanning application.

Library of Congress Subject Headings

Food--Packaging--Public opinion; Packaging--Design--Technological innovations--Public opinion; College students--Attitudes

Publication Date


Document Type


Student Type


Degree Name

Print Media (MS)

Department, Program, or Center

School of Media Sciences (CIAS)


Barbara Birkett

Advisor/Committee Member

Michael Riordan


RIT – Main Campus

Plan Codes