Percepción sensorial, experiencia de consumo y actitud del consumidor de la Generación Z frente al agua embotellada en envases reciclados en Cuenca, Ecuador

Abstract

Currently, packaging has become an important marketing tool, as it not only fulfills a protective function, but also acts as a communication element that can influence the consumer's perception and evaluation of the product. In this context, the use of recycled packaging has gained relevance in everyday consumer products such as bottled water, especially among young consumers who are sensitive to environmental issues.The research analyzes the effect of packaging material on sensory perception, consumption experience, and consumer attitude among Generation Z in Cuenca, Ecuador. An intra-subject experimental design was applied with a blind phase and an informed phase, comparing recycled plastic (rPET) and virgin plastic (PET) packaging. The results show that there are no significant sensory differences when consumers do not receive information about the packaging; however, when environmental information is provided, the ecological rating of the packaging improves, although this effect does not translate into greater purchase intention or product recommendation.