PurposeThe objective of this study is to investigate consumer motivations and purchase behaviors with respect to cookies with customized packaging and consumer interest in different types of customization in the Italian food industry.Design/methodology/approachThe study was conducted by performing a quantitative analysis of 642 surveys collected via Google Forms. A repeated-measures ANOVA, univariate ANOVA, chi-squared test, correlation analysis and linear regression analysis were conducted using SPSS.FindingsCustomers buy cookies with customized packaging as personal gifts to someone they care about. The ability to insert their initials or a personalized phrase appears to increase customers' positive attitudes toward buying cookies with customized packaging. Those interested in this type of customization are willing to pay more, regardless of the type of customization.Research limitations/implicationsIn the survey, only some types of customization not previously extracted from a focus group are explored, and the analysis covers only the food industry and does not take a cross-sectional approach. In addition, we specifically refer to the Italian market, which means that results cannot be generalized.Practical implicationsFrom a managerial perspective, our results highlight that food industry companies should take advantage of the opportunity to segment the demand for customized packaging with respect to consumers' attitudes and their motivation toward food products.Originality/valueFrom a theoretical perspective, this study analyzes consumer attitudes and behaviors toward purchasing cookies with customized packaging. From a managerial perspective, the results of the study highlight interesting courses of action for companies in the food industry that would like to use the tool of customization by intervening in terms of the packaging rather than the product itself.
