Su Jie, Wang Shuqi
School of Economics and Management, Wuhan University, Wuhan, China.
Affiliated Mental Health Center and Hangzhou Seventh People's Hospital, Zhejiang University School of Medicine, Zhejiang University, Hangzhou, China.
Front Nutr. 2024 Jan 18;10:1344237. doi: 10.3389/fnut.2023.1344237. eCollection 2023.
Packaging color entices and influences consumer perceptions and significantly affects the identification of products. Marketers manipulate the exterior packaging to influence consumer expectations, experiences, and behaviors. Building upon psychological literature on colors and emotions, we explored the influence of food packaging color and food type on consumers' purchase intentions. Study 1 explored the interaction effects between food packaging color (warm vs. cold) and food type (vice foods vs. virtue foods) on consumers' purchase intentions. Study 2 examined whether perceived fluency mediates the interaction effect of food packaging color and food type on consumers' purchase intentions. The results showed that for vice foods, characterized by tastiness but unhealthiness, the utilization of warm-colored food packaging enhances consumer purchase intent. In contrast, for virtue foods that are healthful but lack gustatory appeal, the use of cold food packaging colors will lead to higher consumer purchase intent. Perceived fluency mediates the interaction effect of food packaging color and food type on consumers' purchase intentions. This study will assist marketers to exploring a range of possibilities for packing color, impacting both the physiological and cognitive dimensions of consumer behavior related to food products, and offering practical implications for market managers.
包装颜色吸引并影响消费者的认知，对产品识别有显著影响。营销人员通过操控外部包装来影响消费者的期望、体验和行为。基于有关颜色与情感的心理学文献，我们探究了食品包装颜色和食品类型对消费者购买意愿的影响。研究1探讨了食品包装颜色（暖色调与冷色调）和食品类型（不良食品与健康食品）对消费者购买意愿的交互作用。研究2检验了感知流畅性是否介导食品包装颜色和食品类型对消费者购买意愿的交互作用。结果表明，对于以美味但不健康为特征的不良食品，使用暖色调食品包装会增强消费者的购买意愿。相反，对于健康但缺乏味觉吸引力的健康食品，使用冷色调食品包装会导致消费者更高的购买意愿。感知流畅性介导食品包装颜色和食品类型对消费者购买意愿的交互作用。本研究将帮助营销人员探索包装颜色的一系列可能性，影响与食品相关的消费者行为的生理和认知维度，并为市场管理者提供实际启示。
