Design and validation of a digital transformation model with innovative technology on sustainability in the food packaging industry

Garibimarzangola, Mojgan; Davoodi, Sayyed Mohammadreza; Dalvi Isfahan, Mohammad Reza

doi:10.22034/jvcbm.2025.496617.1473

Design and validation of a digital transformation model with innovative technology on sustainability in the food packaging industry

Document Type : Original Article (Mixed)

Authors

mojgan garibimarzangola ¹ ^¶

sayyed mohammadreza davoodi ²

Mohammad Reza dalvi Isfahan ¹ ^¶

¹ Department of management, Deh.C, Islamic Azad University, Isfahan,Iran

² Department of management, Deh.C, Islamic Azad University, Isfahan,Iran.

https://doi.org/10.22034/jvcbm.2025.496617.1473

Abstract

Abstract
The present study was conducted with the aim of designing and evaluating a digital transformation model with an innovative approach based on sustainability in the food packaging industry. This study is applicable-developmental in terms of objective, and a cross-sectional survey research in terms of the data collection method. To achieve the goal, an exploratory mixed research design was used. The qualitative part of the participants included managers, experts, and specialized personnel in the food packaging industry. Sampling was carried out with a purposive method, and theoretical saturation was achieved with 20 interviews. In the quantitative part, the perspectives of 150 managers and experts in the food packaging industry were used. The data collection tool was a semi-structured interview, and a researcher-made questionnaire. The content analysis method was used for data analysis and structural-interpretive modeling for leveling; which resulted in 14 main components and 61 sub-components. Partial least squares was used for validation.
Introduction
Digital transformation is a fundamental and basic change in the way digital technologies are applied to develop new business models and achieve greater value creation for organizations (Verhoef, & Haenlein, 2021). Specifically, digital transformation is the impact of information technology on information flows, organizational structure, routines, and organizational capabilities to adapt to technology (Li, Su, Zhang & Mao, 2018). While businesses are interested in the concepts and practical benefits of digital transformation for business, the academic world is seeking to conceptualize digital transformation and its interrelation with business management, organization, open innovation, sustainability, and other concepts (Robertsone and Lapiņa, 2023). Organizations must pursue their digital transformation to achieve sustainable development in today's volatile environment. Senior leaders of organizations believe that digital transformation goes far beyond the approach of applying transformative technologies to organizational processes and products, and consider it as a strategy and choice of direction in institutions and industries and the way business operates. By creating a specialized and appropriate digital transformation model for each organization or industry, this transformation journey can be made successful. Given the growth of the population, scarcity of resources, and environmental pollution; the food packaging industry must not only seek to develop solutions that reduce the destructive and harmful effects on the environment, but must also be able to align itself with the digital age. The future outlook of this industry in the digital age, as well as changes in transformative technologies, entails new production methods, new jobs and diverse specializations. The fundamental issue from a research perspective is that “food packaging”, “sustainable innovation”, and “digital transformation” have been studied separately in the studies conducted. Applicable research that organizes these concepts in the food industry space has been neglected by the researchers. Therefore, the present study was conducted with the aim of filling this research gap. The research contribution and theoretical synergy of the present study is that in this study, an attempt is made to identify the digital transformation structures with regard to sustainable innovation and explain the pattern of relationships between them with an exploratory approach based on the views of experienced and expert individuals. The present study answers this key question: what is the digital transformation model with a sustainability-based innovation approach in the food packaging industry?
Theoretical foundations of the research
Sustainable innovation: Sustainable innovation is the practice of continuously improving products, processes, and workforce to create a brighter and more sustainable future for customers, employees, and the environment (Gupta et al., 2020). Innovation and sustainability seek to find solutions to global challenges such as climate change, social inequality, and resource constraints (Afeltra et al., 2023).
Food packaging: Packaging can be considered a protector to maintain the health of the packaged product and ultimately ensure the health of the consumer, from the time of harvest to the time of consumption of the product (Iskandari et al., 2023). Food packaging is one of the major factors affecting consumer behavior.
Digital transformation: Digital transformation is one of the keywords of the Fourth Industrial Revolution. The term Fourth Industrial Revolution is the Latin translation of "Industry 4.0" in German. This term refers to a new generation of industry based on intelligence and technology that emerged after the previous three industrial revolutions. (Adam et al., 2024)
Digital experience: Digitalization has changed people's lifestyles and even the way they live and communicate (Hagberg et al., 2017). Service providers and business owners use digital technologies for their stores to create new experiences and improve services (Roy et al., 2017). Also, social media has transformed communication from a traditional method to a large social nature by creating an online virtual world (Li et al., 2019). Organizations try to create desirable experiences to capture the minds and hearts of customers (Micu et al., 2019). Creating memorable experiences is of great importance for retaining old customers and attracting new ones; therefore, customer experience in online and offline spaces is a type of strategy carried out to create value, satisfaction, differentiation and customer loyalty (Fernandes, T. & Pinto et al., 2019).
Food industry: The food industry includes a set of activities such as preparation, production, processing, conversion, packaging, storage, transportation and distribution of food (Ristic et al., 2023). The food industry is of strategic importance for the country, as for the whole world, and ignoring the consequences related to the food industry has serious consequences for the country and must be carefully analyzed.
Research Method
The present study is an applicable-developmental research that was conducted with the aim of designing and validating a digital transformation model with a sustainability-based innovation approach in the food packaging industry. In terms of data collection method, it is also a descriptive research that was conducted using a cross-sectional survey method. In line with the research objective, a mixed exploratory research design (qualitative-quantitative) was used. The qualitative participant population included experts, managers, specialists, and specialized personnel in the food packaging industry. Sampling was conducted with a purposive method and repeated results was achieved with seventeen interviews. In order to avoid false theoretical saturation, three more interviews were conducted, thus 20 people participated in this study.
The quantitative statistical population included managers, experts, personnel, and people working in food packaging companies. The power analysis rule (Cohen, 1992) and G*Power software were used to calculate the sample size.
Because the questionnaire includes 14 main factors and 61 items; using the power analysis rule at a 95% confidence level with an effect size of 0.15 and a statistical power of 80%, the minimum sample size was estimated to be 143 people, and for greater certainty, 150 questionnaires were collected.
Research findings
The research results showed that the designed model was identified with 14 components: business resources, digital transformation leadership, digital/sustainable foresight, digital/sustainable strategies, application of new technologies in processes and operations, digital/sustainable key capabilities, digital employee experience, a new approach to innovative processes in the food packaging industry, improving sustainable food packaging practices, designing innovative food packaging, aligning digital/sustainable innovation strategy with digital/sustainable capabilities, business sustainability in the digital age, improving customer experience (digital/sustainable), and implications for the food packaging industry.
Conclusion
14 main components and 61 sub-components were identified in the qualitative part.
In the quantitative part; using ISM, the findings of the present study showed that all of these 14 components have one or more relationships with other components of the model, and the components were also leveled using Micmac software.
The components of the model were leveled based on their similarity in influencing the model. In this study, six types of similarity were identified in terms of the degree of influence of the components on the model. Based on this, it was determined that the components of the seventh level of digital/sustainable foresight, digital transformation leadership, and business resources had the most influence, and the consequences of digital transformation in the food packaging industry had the least influence and the most effected.
Based on the level of influence and dependence; the constructs of digital/sustainable foresight, digital leadership, and business resources, which had the highest level of influence (14) and the lowest level of dependence (3) and were at level 7, it can be acknowledged that in all businesses, especially the food packaging industry, it is necessary to use these three components as the most important components. Foresight is one of the most important dimensions that organizations should consider to face future challenges. Some of these challenges are customer expectations, changing regulations and laws, and the growth of emerging technologies. Regarding foresight, the results of this study are in line with the research of Patel et al., (2018) Han et al., (2018), and Kazemian et al., (2020).
Suggestion for future research: According to the findings of the study, it is suggested that the digital transformation model be designed separately in different industries. In the past literature, researchers have assessed the maturity of digital transformation with a wide range. It is suggested that the maturity of this model be assessed at different levels, and that the indicators determined in this research be examined and evaluated more precisely, and that they be examined and compared in different industries.

Keywords

Digital transformation

sustainability-based innovation

digital experience

food packaging

Subjects

Other topics related to business management andEntrepreneurship

Adam, H. E, Teng, Y, & Okeke, C. D. (2024). Digital transformation as a catalyst for business model innovation: A critical review of impact and implementation strategies. Magna Scientia Advanced Research and Reviews, 10(02), 256-264. DOI: https://doi.org/10.30574/msarr.2024.10.2.0066

Afeltra, G, Alerasoul, S. A, & Strozzi, F. (2023). The evolution of sustainable innovation: from the past to the future. European Journal of innovation management, 26(2), 386-421. DOI:10.1108/EJIM-02-2021-0113

Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative research, 1(3), 385-405. https://doi.org/10.1177/146879410100100307

Azar, Adel; Gholamzadeh, Rasoul. (2019). Partial Least Squares. Tehran: Negah Danesh Publications. [In Persian]

Azar, Adel; Khosravani, Farzaneh; Jalali, Reza. (2019). Research in Soft Operations. Tehran: Industrial Management Organization. [In Persian]

Barari, M, Ross, M. & Surachartkumtonkun, J. (2020). Negative and positive customer shopping

experience in an online context. Journal of Retailing and Consumer Services, 53, 101985. https://doi.org/10.1016/j.jretconser.2019.101985

Cantele, S., Moggi, S., & Campedelli, B. (2020). Spreading sustainability innovation through the co-evolution of sustainable business models and partnerships. Sustainability, 12(3), 1190. https://doi.org/10.3390/su12031190

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-33.

Daniloski, D., Petkoska, A. T., D'Cunha, N. M., Naumovski, N., & Broach, A. T. (2021). Edible packaging: Sustainable solutions and novel trends in food packaging. Food Research International, 140, 109981. https://doi.org/10.1016/j.foodres.2020.109981

Dolić, J., Petrić, M., Pibernik, J., & Mandić, L. (2022). Influence of packaging design on the quality perception of chocolate products. Paper presented at the 11th International Symposium on Graphic Engineering and Design (GRID 2022. (DOI:10.24867/GRID-2022-p61

Elkhattat, D., & Medhat, M. (2022). Creativity in packaging design as a competitive promotional tool. Information Sciences Letters, 11(1), 135-145.DOI.10.18576/isi/110115

Eshghi, Fouad; Mojaverian, Seyed Mojtabi; Ranjbarmalekshah, Tahereh; Kamal-Mousavi, Seyed Samira. (2024). Evaluating the impact of blockchain technology development on food industry entrepreneurship. Agricultural Economics Research, 16(1), 32-44.DOI 10.30495/jae.2023.30047.2324 [In Persian]

Eslahi, Fatemeh; Mirahmadi, Seyed Mohammad Reza & Aghajani, Mojtaba (2024). Identifying the Dimensions and Consequences of Digital Customer Experience: A Phenomenological Study. Journal of Business Management, 16(1), 194-215 https://doi.org/10.22059/JIBM.2023.361030.4603 (in Persian)

Fernandes, T. & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30-41. https://doi.org/10.1016/j.jretconser.2019.01.018

Ghasemi Ghonchehnazi.P, Atashsooz.A,2025, The Role of Digital Leadership in Creating Digital Transformation in the Organization (Case Study: Telecomunication Infrastracture Company), Business Intelligence Management Studies Vol. 13, No.50, Winter 2025; P 227-262. DOI: 10.22054/ims.2024.78621.2449 [In Persian]

Ghasemzadeh Sangroudi, Maziar; Hamdi, Karim; Vahabzadeh Monshi, Shadan. (2024). Presenting a model of consumer behavior in creating brand attachment with emphasis on the packaging component of food industry companies. Value Creation in Business Management, 4(1), 93-122. https://doi.org/10.22034/jvcbm.2023.417316.1195 [In Persian]

Ghazinoori.S, Aghazade Masroor.S, Naghizadeh.M, Hajian Heidary.M,2024, Dimensions of Alignment Between Digital Capability and Innovation Strategy in Petrochemical Industry, Business Intelligence Management Studies Vol. 12, No.47, Spring 2024; P 223-269. DOI: 10.22054/ims.2023.74231.2349[In Persian]

GhelichKhani, M, Samadi Moghadam, Y, & Fathi Hafashjani, K. (2021). Identifying Main Dimensions of Digital Transformation Maturity at Industrial Organizations through Systematic Literature Review. Journal of Technology Development Management, 8(4), 11-47. DOI: 10.22104/jtdm.2021.4192.2521. [In Persian]

Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020). Customer relationship management: digital transformation and sustainable business model innovation. Economic research-Ekonomska istraživanja, 33(1), 2733-2750. DOI:10.1080/1331677X.2019.1676283

Gupta, H., Kusi-Sarpong, S., & Rezaei, J. (2020). Barriers and overcoming strategies to supply chain sustainability innovation. Resources, Conservation and Recycling, 161, 804-819. DOI 10.1016/j.resconrec.2020.104819

Habibi, Arash; Jalalnia, Raheleh. (2022). Partial Least Squares. Tehran: Naroon. [In Persian]

Haddadi Harandi AA, Rezaei Fard M, Esmaili S. (2022). Digital Transformation Maturity Model; Areas and Trends of Research in Iran, Encyclopaedia of Digital Transformation.2(2).https://www.doi.org/10.22034/dtj.2022.340076.1061[In Persian]

Hagberg, J., Jonsson, A. & Egels-Zandén, N. (2017). Retail digitalization: Implications for physical stores. Journal of Retailing and Consumer services, 39, 264-269. DOI:10.1016/j.jretconser.2017.08.005

Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd Ed., Sage: Thousand Oaks.

Han, J.W., Ruiz‐Garcia, L., Qian, J.P., & Yang, X.T. (2018). Food packaging: A comprehensive review and future trends. Comprehensive Reviews in Food Science and Food Safety, 17(4), 860-877.

https://doi.org/10.1111/1541-4337.12343

Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, MA: Addison-Wesley.http://dx.doi.org/10.15187/adr.2024.02.37.1.43.

Huang.Y. Chang.J. Li.G.2024. Framework for Digital Transformation of IntangibleCultural Heritage: Chinese Paper-Cutting Art. Archives of Design Research 2024. 02. vol 37. no 1.PP(43-59). DOI:10.15187/adr.2024.02.37.1.43

Karimizarchi, Mohammad; Fathi, Mohammad Reza; Raisi Nafchi, Samaneh; Safar Mohammadloo, Shima. (2021). Providing a framework for sustainable innovation in the packaging industry. Packaging Sciences and Technologies, 14(56), 1-11.

DOI: 10.22059/jibm.2019.283507.3541[In Persian]

Kotler, Philip; Armstrong, Gary; Opresnik, Mark. (2021). Principles of Marketing. Translated by Mohammad Rahim Esfidani and Golsa Tajik. Tehran: Negah Danesh.

Li, L., Wang, X., Lin, Y., Zhou, F. & Chen, S. (2019). Cooperative game-based profit allocation for joint distribution alliance under online shopping environment: A case in Southwest China. Asia Pacific Journal of Marketing and Logistics, 31(2), 302-326. DOI:10.1108/APJML-02-2018-0050

Li, L., Su, F., Zhang, W., & Mao, J. Y. (2018). Digital transformation by SME entrepreneurs: A capability perspective. Information Systems Journal, 28(6),1129-1157. https://doi.org/10.1111/isj.12153

Li, R., & Li, H. (2024). The Impact of Food Packaging Design on Users’ Perception of Green Awareness. Sustainability, 16(18), 8205. https://doi.org/10.3390/su16188205

Liu, F., Lai, K. H., Wu, J. & Duan, W. (2021). Listening to online reviews: A mixed-methods investigation of customer experience in the sharing economy. Decision Support Systems, 149, 113609. https://doi.org/10.1016/j.dss.2021.113609

Lüdeke Freund, F. (2020). Sustainable entrepreneurship, innovation, and business models: Integrative framework and propositions for future research. Business Strategy and the Environment, 29(2), 665-681. https://doi.org/10.1002/bse.2396

Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A. & Capatina, A. (2019). Online customer experience in e-retailing: implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15, 651-675. DOI:10.1007/s11365-019-00564-x

Mirzaei, Ali; Mazrouei Nasrabadi, Esmaeil. (2024). Modeling and scenario analysis of causal conditions of ripple effect in the supply chain of Iranian food industries. Research in Production and Operations Management, 15(1), 1-28. DOI.10.22108/pom.2024.138612.1523 [In Persian]

Mudgal, D., Pagone, E., & Salonitis, K. (2024). Selecting sustainable packaging materials and strategies: A holistic approach considering whole life cycle and customer preferences. Journal of Cleaner Production, 32(1), 107-123. DOI:10.1016/j.jclepro.2024.144133

Müller, S. D., Konzag, H., Nielsen, J. A., & Sandholt, H. B. (2024). Digital transformation leadership competencies: A contingency approach. International Journal of Information Management, 75, 102734. https://doi.org/10.1016/j.ijinfomgt.2023.102734.

Negara, A. B. P., Pradana, M., Silvianita, A., Rubiyanti, N., & Madiawati, P. N. (2024). Digital Transformation and Innovation Strategies in Classification Societies. Journal of Electrical Systems, 20(4s), 1042-1053. DOI: https://doi.org/10.52783/jes.2149

Oskam, I., Bossink, B., & de Man, A. P. (2021). Valuing value in innovation ecosystems: How cross-sector actors overcome tensions in collaborative sustainable business model development. Business & society, 60(5), 1059-1091. https://doi.org/10.1177/0007650320907145.

Patel, A., Patra, F., Shah, N., & Khedkar, C. (2018). Application of nanotechnology in the food industry: Present status and future prospects. In Impact of nanoscience in the food industry, 1-27. DOI:10.1016/B978-0-12-811441-4.00001-7

Patel, K., Jameson., J., Debra, D. (2023). Harmonizing sustainability, functionality, and cost: navigating responsible packaging innovations in modern supply chains. American Journal of Economic and Management Business (AJEMB), 2(8), 287-300. DOI:10.58631/ajemb.v2i8.51

Cyrus etal. (2023). Digital Transformation Management. Tehran: Behavaran. research, 1(3), 385-405.

Ristic, D., Bender, D., Jaeger, H., Heinz, V., & Smetana, S. (2024). Towards a definition of food processing: conceptualization and relevant parameters. Food Production, Processing and Nutrition, 6(1), 79. DOI:10.1186/s43014-024-00256-2 [In Persian]

Robertsone. Galin, Lapiņa. Inga,2023. Digital transformation as a catalyst for sustainability and open innovation. Journal of Open Innovation: Technology, Market,and Complexity. Volume 9, Issue 1, March 2023, 100017.Doi.org/10.1016/j.joitmc.2023.100017.

Roy, S. K., Balaji, M. S., Sadeque, S., Nguyen, B. & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and Social Change, 124, 257-270. https://doi.org/10.1016/j.techfore.2016.09.022

Shakouri, Shahram; Khamseh, Abbas; Radfar, Reza. (2023). Providing a sustainable innovation development model in information technology startups Based on Grounded Theory Approach

Green Development Management Studies, 2(2), 25-40. DOI.10.22077/jgdms.2024.7127.1062 [In Persian]

Straker, K. & Wrigley, C. (2016). Emotionally engaging customers in the digital age: the case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3), 276- 299. DOI:10.1108/JFMM-10-2015-0077

Thapliyal, D., Karale, M., Diwan, V., Kumra, S., Arya, R. K., & Verros, G. D. (2024). Current status of sustainable food packaging regulations: Global perspective. Sustainability, 16(13), 541-554. https://doi.org/10.3390/su16135554

Vares, Seyed Hamed; Mohammadian, Ayoub & Kargar Shouraki, Mohammad (2023). Sustainable Business Model Innovation in the Digital Age Based on the Dynamic Capabilities Approach. Journal of Business Management, 15(1), 54-84. https://doi.org/10.22059/JIBM.2021.323237.4116 [In Persian]

Verhoef, P. & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 2, 80-91. https://doi.org/10.1016/j.jbusres.2019.09.022

Versino, F., Ortega, F., Monroy, Y., Rivero, S., López, O. V., & García, M. A. (2023). Sustainable and bio-based food packaging: A review on past and current design innovations. Foods, 12(5), 1057. https://doi.org/10.3390/foods12051057

Waris, Seyed Hamed; Mohammadian; Ayoub; Kargar-Shoraki, Mohammad. (2023). Sustainable business model innovation in the digital age based on the dynamic capabilities approach. Business Management, 15(1), 54-84. DOI 10.22059/jibm.2021.323237.4116. [In Persian]

Xu, J., Yu, Y., Zhang, M., & Zhang, J. Z. (2023). Impacts of digital transformation on eco-innovation and sustainable performance: Evidence from Chinese manufacturing companies. Journal of Cleaner Production, 393, 136278. https://doi.org/10.1016/j.jclepro.2023.136278