Customer Preferences on the Packaging of Calamay Delicacies in Jagna, Bohol: A Comparative Study Between Coconut Shell and Plastic Containers

Abstract

Packaging plays a crucial role in shaping consumer perception and influencing purchasing behavior, especially for traditional food products. This study examined customer preferences regarding the packaging of calamay delicacies in Jagna, Bohol, with a comparison between coconut shell packaging and plastic containers. A descriptive-comparative research design was utilized, employing a structured survey questionnaire administered to 73 respondents who had prior experience purchasing calamay. The collected data were analyzed using frequency distribution, weighted mean, and an independent samples t-test. The findings indicated that a majority of respondents favored coconut shell packaging over plastic containers. This preference was largely attributed to its strong cultural significance, traditional aesthetic appeal, and environmentally sustainable nature. Coconut shell packaging was also rated higher in terms of purchase likelihood, suggesting that consumers are more inclined to buy products presented in traditional materials. Furthermore, it received more favorable evaluations across key aspects such as authenticity, practicality, and environmental impact. Statistical analysis revealed a significant difference between the two packaging types, confirming that the observed preference for coconut shell packaging was not due to chance. These results highlight the enduring value consumers place on traditional packaging, not only as a means of preserving cultural identity but also as a strategy aligned with sustainability goals. Overall, the study underscores the importance of integrating cultural heritage with modern marketing approaches. The insights generated can serve as a valuable reference for producers, entrepreneurs, and policymakers in developing packaging strategies that effectively balance tradition, consumer appeal, and environmental responsibility.