Consumer Perceptions and Understanding of Packaging Journey Mapping Insights Report

This report summarises the qualitative journey mapping research conducted for the Fight Food Waste CRC Project ‘Consumer Perceptions of the Role of Packaging in Reducing Food Waste’. A journey map was built from the user’s point of view, beginning with an understanding of the perspectives of the user i.e. their awareness. It then examined the sorts of things the user might consider in their food purchases and food consumption journeys, including any emotional, social, and technical issues they may face in understanding food and food consumption.