Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 84-89 |
| Journal | Food quality and preference |
| Volume | 53 |
| DOIs | |
| Publication status | Published - 2016 |
Fingerprint
Keywords
- IR-100607
- METIS-317120
Cite this
}
Healthy package, healthy product? Effects of packaging design as a function of purchase setting. / van Rompay, Thomas Johannes Lucas; Deterink, Florien; Fenko, Anna.
In: Food quality and preference, Vol. 53, 2016, p. 84-89.Research output: Contribution to journal › Article › Academic › peer-review
TY - JOUR
T1 - Healthy package, healthy product? Effects of packaging design as a function of purchase setting
AU - van Rompay, Thomas Johannes Lucas
AU - Deterink, Florien
AU - Fenko, Anna
PY - 2016
Y1 - 2016
N2 - Inspired by research testifying to the influence of visual packaging appearance and meaning portrayal on food evaluation, here it is argued that effects of packaging design vary depending on purchase context. Realistic packaging variants for a fictitious yoghurt brand varying in health connotation were designed. Data were collected during two field studies in the entrance halls of a discount supermarket visited by price sensitive buyers and a green supermarket frequented by organic buyers respectively. Results from a taste session in which shoppers tasted an identical yoghurt variant from either one of the two package variants revealed that packaging design influenced taste evaluation in the discount supermarket only, with a more healthy packaging appearance positively affecting perceptions of food healthiness. A follow-up study further stressed the importance of considering store environment and related shopper concerns in (packaging) design practice.
AB - Inspired by research testifying to the influence of visual packaging appearance and meaning portrayal on food evaluation, here it is argued that effects of packaging design vary depending on purchase context. Realistic packaging variants for a fictitious yoghurt brand varying in health connotation were designed. Data were collected during two field studies in the entrance halls of a discount supermarket visited by price sensitive buyers and a green supermarket frequented by organic buyers respectively. Results from a taste session in which shoppers tasted an identical yoghurt variant from either one of the two package variants revealed that packaging design influenced taste evaluation in the discount supermarket only, with a more healthy packaging appearance positively affecting perceptions of food healthiness. A follow-up study further stressed the importance of considering store environment and related shopper concerns in (packaging) design practice.
KW - IR-100607
KW - METIS-317120
U2 - 10.1016/j.foodqual.2016.06.001
DO - 10.1016/j.foodqual.2016.06.001
M3 - Article
VL - 53
SP - 84
EP - 89
JO - Food quality and preference
JF - Food quality and preference
SN - 0950-3293
ER -