The goal of the diploma thesis is to examine awareness and attitudes of the selected group of population towards active and intelligent packaging in purchase decisions, their interest in innovation of packaging on the Slovak market, and the benefits of the packaging for consumers. The thesis consists of several parts, the first one discusses theoretical knowledge about packaging, the second one focuses on active and intelligent packaging as well as on marketing research. The main objectives and methods for achieving the set goals are discussed in the next parts. Collected data are also evaluated before the final discussion is given. To achieve results, information was collected primarily by a questionnaire technique. The sample in the size of 100 respondents was chosen to achieve reliable interpretation and representativeness of the sample. The results of the work are based on processing the data by standard statistical methods, where we analysed the correlation between respondents’ demographic data and their responses.