Nagy László Bendegúz, Temesi Ágoston
Department of Agricultural Business and Economics, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences, Villányi Str. 29-43, 1118 Budapest, Hungary.
Foods. 2024 Sep 29;13(19):3112. doi: 10.3390/foods13193112.
The organic food market's rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, we explore how colors influence perceived healthiness, premiumness, trust, and sustainability. The results indicate nuanced responses to different colors, emphasizing the need for businesses to adopt tailored packaging strategies. White and green dominate organic food packaging, aligning with associations of freshness and health. However, the study uncovers varied consumer responses, suggesting a more intricate relationship between color, trust, premiumness, and healthiness perceptions. Demographic factors such as age, gender, income, and residence areas influence WTP for organic foods with different colors, emphasizing the importance of diverse consumer segments in marketing strategies. Trust and perceived premiumness significantly influence WTP, highlighting their pivotal role in consumer valuation. The results highlight that green packaging builds trust among non-organic buyers, while organic buyers are influenced by a broader range of colors that emphasize premiumness and healthiness. The study concludes that businesses in the organic food market should carefully consider color choices in branding and packaging to effectively communicate product qualities and align with consumer values.
有机食品市场的迅速扩张使得了解影响消费者行为的因素成为必要。本文利用在大学生中进行的实验性拍卖，研究了包装颜色对有机食品认知及支付意愿（WTP）的影响。借鉴先前的研究，我们探讨了颜色如何影响感知到的健康性、高端性、信任度和可持续性。结果表明，消费者对不同颜色的反应存在细微差别，这凸显了企业采用定制化包装策略的必要性。白色和绿色在有机食品包装中占主导地位，这与新鲜度和健康性的关联相符。然而，该研究发现消费者的反应各不相同，这表明颜色、信任度、高端性和健康性认知之间存在更为复杂的关系。年龄、性别、收入和居住地区等人口统计学因素会影响对不同颜色有机食品的支付意愿，这凸显了不同消费群体在营销策略中的重要性。信任度和感知到的高端性对支付意愿有显著影响，突出了它们在消费者估值中的关键作用。结果表明，绿色包装能在非有机食品购买者中建立信任，而有机食品购买者则受到更广泛强调高端性和健康性的颜色的影响。该研究得出结论，有机食品市场的企业在品牌塑造和包装中应仔细考虑颜色选择，以有效地传达产品品质并与消费者价值观保持一致。
