For the last twenty years Virpi Korhonen has conducted several research projects on consumer attitudes, preferences, and perceptions of packaging materials and technologies. The topics have been e.g. consumer acceptance of active and intelligent packaging, the role of food packaging in online shopping, the relationship between LOHAS (Lifestyles of Health and Sustainability) consumers and packaging, the Millennial generation and packaging, and most recently, around the concept of packaging value and how it is constructed and measured. Currently she works as an independent consultant and has co-founded a cross-scientific Sense N Insight research concept for packaging and product testing. Though her work she has developed holistic understanding of the packaging value chains and the drivers for the future development of the industry.