Doctoral Programme Information and Knowledge Society, Universitat Oberta de Catalunya, 08035 Barcelona, Spain.
Behavioral Science Institute, Radboud University, 6500 HE Nijmegen, The Netherlands.
Int J Environ Res Public Health. 2020 Mar 18;17(6):1991. doi: 10.3390/ijerph17061991.
Packaging design is an important factor when consumers look out for healthy food. The study tested for effects of packaging color and health claims of a fictional fruit yoghurt package on attitude towards the product and subsequently, consumer's buying intention, using a 2 × 2 between-subjects experimental design. We also tested whether interest in healthy food is a moderating factor. We found no evidence to support that visual cues (color) and textual cues (health-related advertising claims) are effective in influencing consumer attitude towards the product. Consumers did not show a more positive attitude towards products presented in low-arousal packaging colors (green/blue) compared to high arousal packaging colors (red/yellow). Also, the claim "palatability" did not result in a more positive attitude towards the product than the claim "healthy". A moderating role of interest in healthy food could not be confirmed. The results confirmed, however, a significant relation of attitude towards the product and buying intention. Thus, buying intention could be explained mostly by whether consumers had a positive or negative attitude towards the product, which confirms that people's attitudes are powerful predictors of buying decisions.
包装设计是消费者寻找健康食品时的一个重要因素。本研究采用 2×2 被试间实验设计，测试了包装颜色和虚构水果酸奶包装的健康声明对产品态度的影响，以及消费者的购买意愿，同时还测试了对健康食品的兴趣是否是一个调节因素。我们没有发现证据表明视觉线索（颜色）和文字线索（与健康相关的广告声明）能够有效影响消费者对产品的态度。与高唤醒度包装颜色（红色/黄色）相比，消费者对低唤醒度包装颜色（绿色/蓝色）的产品并没有表现出更积极的态度。此外，“美味”的声明并没有比“健康”的声明更能让消费者对产品产生积极的态度。对健康食品的兴趣的调节作用也无法得到证实。然而，研究结果证实了产品态度与购买意愿之间存在显著的关系。因此，购买意愿可以用消费者对产品的态度是否积极或消极来解释，这证实了人们的态度是购买决策的有力预测因素。
