Healthy package, healthy product? Effects of packaging design as a function of purchase setting

US Consumers' Awareness, Purchase Intent, and Willingness to Pay for Packaging That Reduces Household Food Waste

Food waste is a barrier to the development of sustainable food systems, and a large portion of it occurs at the household level. Household food waste can be decreased by using appropriate packaging. Despite the high rate of food waste in US households, little is known about how packaging affects this. This study assessed US consumers' awareness of how structural packaging designs and technologies affect food freshness and their willingness to purchase and to pay extra for packaging designed to reduce household food waste. To gather data, 1000 US consumers were surveyed online. Responses were analyzed overall and by population segments. The impacts of only 3 out of 15 structural packaging designs on maintaining food freshness were known by >50% of consumers. Regarding packaging technologies, while 78% of consumers knew about the impact of vacuum packaging on maintaining food freshness, just 27.6, 23, and 16% knew how modified atmosphere packaging, active packaging, and aseptic packaging affected food freshness. Only 32% of consumers knew that intelligent packaging provides information on food freshness. Just 9% of consumers recognized that foods in plastic pouches and cans possess the same food freshness. Approximately 91% of consumers will always/sometimes buy food in most of the above packaging technologies after learning about them. Half were willing to pay more for food in packages that reduce household food waste, and 40% may. Differences (p ≤ 0.05) and two-way interactions were observed between population segments. This study's findings can help develop new packaging, education campaigns, and policies to reduce household food waste in the US.

Persuasive packaging? The impact of packaging color and claims on young consumers' perceptions of product healthiness, sustainability and tastiness

Following the increasing importance of healthiness and sustainability for many consumers, manufacturers increasingly try to give products a healthier or eco-friendlier image, for instance through packaging design. We conducted two experiments to investigate how visual (i.e., colors) and textual (i.e., claims) packaging elements shape perceptions of product healthiness, sustainability and tastiness. Additionally, the studies investigated whether these packaging elements impact the likelihood that these products are selected in a choice task. Study 1 (N = 202) had a mixed design, with packaging color (warm versus cool) and a nutrition claim (present versus absent) as within-subjects manipulations. Young consumers chose between four beverages, and subsequently evaluated these beverages. Study 2 (N = 211) had a similar design and procedure, but focused on the impact of an ecological claim on the evaluation of snacks. In line with our hypotheses, cool packaging colors (i.e., green and blue) increased perceptions that food and drinks were healthy and sustainable. However, in Study 1, cool packaging colors also resulted in lower tastiness expectations, and a lower likelihood that the product was selected. We also found that a simple nutrition/ecological claim made products seem overall healthier and more sustainable. Additionally, contrary to many previous studies, we did not find that these claims affected taste expectations. Our studies highlight the importance of package design as a factor that can influence perceptions of food and drink products.

Indoor nature integration for stress recovery and healthy eating: A picture experiment with plants versus green color

AIM

Urbanized environments may stimulate unhealthy food choices and stress. Several theories explain that exposure to green nature can counter these stress effects. Since we spend most time indoors, integrating nature in the interior could be a promising health promotion tool. Hence, we tested whether the beneficial effect of nature for stress recovery is also present in indoor settings via the use of plants or green colors, and whether it is applicable on eating behavior as a new outcome.

METHODS

The 92 participants (18-30y, 16% men) were divided into four groups. Each viewed a 6-min slideshow with room pictures containing either green plants, green objects, greyscale plants or greyscale objects to allow distinction between color- and plant-effects. Group differences were tested for the perceived restorativeness scale, psychological recovery and eating behavior. To allow psychological recovery testing, participants were exposed to a stressor before the picture slideshow via the Trier Social Stress Test. The change of self-reports (stress, positive and negative affect) and psychophysiology (heart rate and vagal-induced heart rate variability RMSSD) post-slideshow versus pre-slideshow was checked. Eating behavior outcomes included change in hunger, craving, and food choice (for fruits, vegetables and snacks).

RESULTS

From the four picture sets, the green plants pictures were reported as most mentally restorative and appeared most beneficial for post-stressor recovery of positive affect, but not for negative affect or stress recovery. The green plants group also had higher preference for vegetables and lower preference or craving for (unhealthy) snacks. Those significant group differences were mainly due to the presence of plants and only occasionally due to the green color.

CONCLUSION

Indoor green plant pictures were associated with higher mental restorativeness and healthier food choices. Integrating plants in the interior seems to be a relevant health promotion approach, while applying green colors seems less relevant.

Visual communication via the design of food and beverage packaging

A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative position of those design elements on product packaging. While certain of our affective responses to such basic visual design features appear almost innate, the majority are likely established via the internalization of the statistical regularities of the food and beverage marketplace (i.e. as a result of associative learning), as in the case of round typeface and sweet-tasting products. Researchers continue to document the wide range of crossmodal correspondences that underpin the links between individual visual packaging design features and specific properties of food and drink products (such as their taste, flavour, or healthfulness), and the ways in which marketers are now capitalizing on such understanding to increase sales. This narrative review highlights the further research that is still needed to establish the connotative or symbolic/semiotic meaning(s) of particular combinations of design features (such as coloured stripes in a specific orientation), as opposed to individual cues in national food markets and also, increasingly, cross-culturally in the case of international brands.

The Impact of Responsible Food Packaging Perceptions on Naturalness and Healthiness Inferences, and Consumer Buying Intentions

The research presented in this article examines the relationship between consumer perceptions that a food package is responsible (sustainable) and consumers’ intention to purchase the product that it contains. On the basis of the relevant literature, a conceptual model is proposed where this relationship is hypothesized to be mediated by two variables: the product’s perceived naturalness and healthiness. A first study was conducted with the objective of developing a scale with good psychometric properties to measure the perceived naturalness of a food product. The objective of the second study was to test the validity of the two-mediator conceptual model. The results show that the extent to which a food product package is seen as responsible (i.e., recyclable, reusable, compostable) has a positive and statistically significant impact on consumers’ intention to buy it, and that it is through the sequential mediation of the product’s perceived naturalness and healthiness that this relationship unfolds.

Food on the Move: The Impact of Implied Motion in Pictures on Food Perceptions through Anticipated Pleasure of Consumption

To tackle obesity, upgrading the image of healthy food is increasingly relevant. Rather than focusing on long-term benefits, an effective way to promote healthy food consumption through visual advertising is to increase its pleasure perception. We investigate whether implied motion, a popular trend in food pictures, affects food perceptions through anticipated consumption pleasure. Prior research shows that motion affects food perceptions, but these studies focused on limited food categories, using experiments with a single food stimulus, and mainly showing unhealthy food effects. Therefore, we aim to (1) replicate prior findings on the effects of food in motion on appeal, tastiness, healthiness, and freshness perceptions; (2) examine whether these effects differ for healthy and unhealthy food; and (3) investigate whether anticipated pleasure of consumption drives the effects of implied motion on food perceptions. Three between-subjects experiments (N = 626) reveal no evidence for the effectiveness of motion (vs. no motion) across a large variety of food products. We further show no differential effects for healthy versus unhealthy foods. Moreover, implied motion does not increase appeal or taste perceptions through anticipated pleasure. Considering the current replication crisis, these findings provide more nuanced insights into the effectiveness of motion in visual food advertising.

Proposal of a New Orange Selection Process Using Sensory Panels and AHP

Although the consumption of fruits and vegetables is being promoted by different institutions as a key question of public health, their consumption is decreasing and their waste is increasing. To address this situation, we propose to include the consumer's perception of the quality (from a sensory point of view) of a fruit, in particular Valencian oranges, in the supplier's selection process by retailers. To do so, we use a combination of consumer and trained sensory panels and Analytic Hierarchy Process (AHP). This approach is completely novel in the literature. According to the expert panel, the most important criteria when evaluating the quality of an orange are fruity smell, juiciness, sweetness and acidity. These criteria are related to the freshness and taste of the oranges. Consumers found the methodology proposed useful and easy to develop. The application of the AHP methodology has helped to facilitate a participatory discussion among consumers on the concept of the quality of the oranges. The methodology proposed can help the agrifood sector in different ways up and down the supply chain. Specially, it can contribute to better meet consumer's demands, increasing the consumption of fruits and vegetables and reducing its waste.

Green nature effect on stress response and stress eating in the lab: Color versus environmental content

INTRODUCTION

It is still unclear which green nature aspects can counteract psychosocial stress: the green color or rather the environmental content (=nature). Since stress is often stimulating excess/unhealthy food intake, we hypothesize that green nature also buffers stress-induced eating. This study analyzed the effects of green/nature pictures on restorativeness, stress reactivity/response and stress eating in the lab.

METHODS

Before (5min) and after (8min) the Trier Social Stress Test, 81 participants (82% women, 19-30y) saw one of the four slideshows with nature or urban environments in green or black-white shades. Group differences were tested on Perceived Restorativeness Scale, five repeated measures of heart rate variability (HRV), salivary cortisol and mood, food wanting and snack buffet consumption.

RESULTS

The four groups did not differ in background and baseline values. Reported restorative power was higher in the nature pictures than urban pictures with an even better attentional/happiness restoration capacity for green versus black-white nature, while green urban pictures might induce more stress feelings than black-white urban pictures. The stress time patterns confirmed successful stress induction. Most consistent during stress induction was a higher happiness recovery in the green nature group. Nature overall was somewhat beneficial compared to urban pictures by lower HRV and negative emotions reactivity, although this might be due to unfavorable effects of green urban pictures. In food intake or wanting, no differences existed.

CONCLUSION

Nature pictures were estimated higher in restorative power and green nature pictures had a positive effect on happiness recovery. Thus for prevention, the environmental content (=nature) as such seems important while just a green color seemed not enough. Future research should examine the effect of green nature in realistic indoor settings and consider influence on fruit/vegetable intake instead of solely snacks.

Suitability of Biodegradable Materials in Comparison with Conventional Packaging Materials for the Storage of Fresh Pork Products over Extended Shelf-Life Periods

The packaging of fresh meat has been studied for decades, leading to improved packaging types and conditions such as modified atmosphere packaging (MAP). While commonly used meat packaging uses fossil fuel-based materials, the use of biodegradable packaging materials for this application has not been studied widely. This study aimed at evaluating the sustainability of biodegradable packaging materials compared to established conventional packaging materials through analyses of the quality of freshly packaged pork. The quality was assessed by evaluating sensory aspects, meat color and microbiological attributes of the pork products. The results show no significant differences (p > 0.05) in ground pork and pork loin stored in biodegradable MAP (BioMAP) and conventional MAP for the evaluated sensory attributes, meat color or total bacterial count (TBC) over extended storage times. The data suggest that BioMAP could be a viable alternative to MAP using conventional, fossil fuel-based materials for the storage of fresh meats, while simultaneously fulfilling the customers’ wishes for a more environmentally friendly packaging alternative.

Visual Design Cues Impacting Food Choice: A Review and Future Research Agenda

This review aims to tackle the challenge of understanding how visual design cues can affect behavioural outcomes in a food context. The review answers two key questions: (1) What are the effects of the most important visual design cues on behavioural outcomes and how can they be explained? (2) What are the research gaps in this area? We start from a comprehensive taxonomy of visual design cues delineating the most important visual design cues. Next, we evaluate the extant research based on a structured, narrative literature review on visual design cues in the food domain. We differentiate between object processed and spatially processed visual design cues in food choice contexts and show how they affect behavioural outcomes through a range of psychological processes (attention, affective-, cognitive- and motivational reactions, food perceptions and attitudes). We end with recommendations which take into account the current food store context, the state-of-art in measuring psychological processes and behavioural outcomes and the specific food-, person- and context-related moderators. This review offers guidance for research to untangle the complexity of the effect of visual design cues in a food choice context.

The heuristics that guide healthiness perception of ultra-processed foods: a qualitative exploration

Objective:

To explore the conceptualisation of healthy food by citizens and how they judge the healthiness of ultra-processed foods.

Design:

Four focus groups were conducted using a semi-structured discussion guide. Focus group discussions were held about the concept of healthy food, what characterise a healthy product and healthiness perception of ultra-processed products. Transcripts of the focus groups were analysed following an inductive coding approach.

Setting:

Uruguay, one of the Latin American countries with the highest prevalence of overweight and obesity.

Participants:

Fifty-two adult Uruguayan participants, diverse in terms of gender, age, educational level and socio-economic status.

Results:

In agreement with previous studies on lay perceptions of healthy eating, the conceptualisation of healthy food was mainly focused on food characteristics. Although participants regarded lack of processing as a cue for healthiness, they did not categorise all ultra-processed products as unhealthy. Albeit some product categories were automatically regarded as unhealthy, participants considered that other categories could include healthy and unhealthy products. In such cases, they explicitly referred to several simplified cognitive strategies to judge whether an ultra-processed product is healthy or not. Results showed that participants tended to rely on simple cues, such as label design, nutrient claims, brand, price and country of origin as indicators of product healthiness.

Conclusions:

Healthiness perception of ultra-processed products seems to be largely influenced by heuristics, which stresses the need to implement policies that make the potential negative effects of ultra-processed products salient.

Influence of packaging attributes on perception of juice: Eye-tracking study

Today, consumers are increasingly aware of the impact that the fast and stressful way of life has on their health. They focus not only on physical activity, but also on a diet filled with fruits and vegetables. As a result, they often choose a tasty alternative which is one of the main sources of vitamins and nutrients - fruit juices. However, these products are often labeled as drinks with high amounts of sugar. Therefore, it is very important for these drinks to be perceived by the consumers as healthy and tasty, which is one of the most important features of their packages. Their goal is to appeal to customers, catch their attention and make them buy the product. One of the most convenient methods to study how packages appeal to customers is the eye-tracking method. The aim of this article is to find out how different attributes of packages can influence customers’ perception of the juice. The research was carried out in a form of eye-tracking experiment (A/B testing), which involved 38 participants at the age from 20 to 29 (generation Y). Results showed that lower color saturation significantly reduces the attention of individual packages and also reduces the influence of craving the juice as opposed to brighter colors. The importance of information on the back side was also confirmed, since moving the information from back to the front side did not show any significant decrease of the back side's attention span. Last but not least, it has been found out that the image type used on the orange juice package holds importance too, since photography of oranges led to a higher craving of the juice in comparison to the illustration of oranges. However, it was not proven that photographs of oranges held a higher attention span compared to the illustrations. The article contains demonstrable proof of individual package attributes' influence on how generation Y consumers perceive the juice.

The Effect of Packaging Color and Health Claims on Product Attitude and Buying Intention

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.

Deceptively unhealthy foods targeting parents and children

This review introduces the construct of deceptively unhealthy foods and identifies the ways that these unhealthy foods are marketed to parents and children. Deceptively unhealthy foods are foods that are high in sugar or high in fat while low in nutrient content, but which are marketed as being healthy. They are commonly marketed using these tactics (1) specific nutrient labels, (2) deceptive terms, (3) general health reputation, and (4) package design. This paper reviews the small but growing literature on this topic, highlights four tactics used to deceive health-conscious parents, and provides suggestions for how changes in marketing may help reduce the consumption of such foods.

Factors Influencing Consumers' Perceptions of Food: A Study of Apple Juice Using Sensory and Visual Attention Methods

The aim of this study was to evaluate the influence of intrinsic product characteristics and extrinsic packaging-related factors on the food quality perception. Sensory and visual attention methods were used to study how consumers perceive the quality of commercial apple juices from four product categories: clear juices from concentrate, cloudy juices from concentrate, pasteurized cloudy juices not from concentrate, and fresh juices. Laboratory tests included the assessment of sensory liking in blind and informed conditions and expected liking based on packages only. The results showed that brand and package information have a large impact on consumers' sensory perceptions and generate high sensory expectations. An innovative visual attention tracking technique was used in online experiments to identify packages and label areas on individual packages, which attracted consumer attention. During an online shelf test, consumers mostly focused on not from concentrate juices from local producers, which were perceived as more natural, healthy, and expensive than juices reconstituted from concentrate. When individual labels were analyzed, consumers predominantly focused on nutritional data, brand name, and information about the type of product. The present results confirm a large impact of information and visual stimuli related to packaging on product perception.

Effects of background colors on hedonic and utilitarian consumption

The present study examined how red versus green background colors affect consumers' buying behaviors towards hedonic and utilitarian goods. Across two laboratory experiments (total number of participants = 210), we found that red (vs. green) could induce hedonically oriented consumption and, consequently, persuade individuals to buy more hedonic goods.

Identifying Factors Associated with Food Losses during Transportation: Potentials for Social Purposes

The problem of food waste and food loss covers the entire food chain, and its scale varies depending on the part of the chain. The aim of the study was to identify a problem and indicate places where goods redistribution is possible at the food transportation stage. The article provides a detailed breakdown of the causes of losses at the transportation stage. The research material was a large dairy cooperative in Poland. It was found that it was possible to recover 25.08 tons of dairy products. Taking into account the total weight of the cargo carried by all transport units during the analyzed period, this amount is approximately 0.5% of the full load capacity of all transport units in a two-year period. The research conducted shows that losses during the transportation of finished goods are generated, therefore it is possible to recover part of the food during the loading, transportation and unloading stages. The present practice involves an unconditional disposal of all products, which for various reasons are not delivered to the customer at the appropriate time and in proper commercial quality (accidents, collisions). The disposal of ready, often packed, completely safe products is a highly undesirable phenomenon, especially in the context of the poverty experienced by part of society.

Dealing With Rejection: An Application of the Exit-Voice Framework to Genome-Edited Food

Genome editing has been hailed as both a revolutionary technology and potential solution to many agriculture-related and sustainability problems. However, owing to the past challenges and controversy generated by widespread rejection of genetic engineering, especially once applied to agriculture and food production, such innovations have also prompted their fair share of concern. Generally speaking, much of the discussion centers on the inadequacy or uncertainty of current regulatory regimes, partly owing to the vastly different approaches in the European Union and United States. Insofar as this focus on regulatory regimes is stimulated by the desire to bridge the divide between proponents and critics of genome editing, it risks losing sight of an essential aim of regulatory action: effectively responding to and fostering trust in consumers and the public. In this article, we thus assign priority to understanding the contours of individual dissatisfaction and its related responses. Toward this end, we apply and extend Hirschman's exit-voice framework to bring together, synthesize, and give much-needed substance to the diverse expressions of dissatisfaction and discontent with novel genome-editing technologies. Through the resulting synthetic framework, we then identify and evaluate which governance approaches can prevent actions seen to be problematic and, moreover, open up the space for a more active public. In this context, we devote specific attention to (i) use of labeling as a means to enable "exit" of consumers from markets and (ii) public deliberation as a possible expression of "voice." Indeed, both options are proposed and utilized in the context of genome editing, e.g., as a way for skeptical consumers to express their viewpoints, seek change in prevailing food systems, and navigate the conflicts and tensions from applying unique sets of values to assess the balance of risks and benefits. So far missing, though, is an evaluation of how well such efforts offer effective means for public expression, which is why we also link this framework to the wider issue of consumer sovereignty. Having done so, we conclude with a brief commentary on the potential and limitations of both options in the existing institutional framework of the EU.

Do isolated packaging variables influence consumers' attention and preferences?

Developments in neuroscience have provided the opportunity to know unconscious consumer reactions and acknowledge direct measures of cognitive constructs like attention. Given the ever-increasing concern over packaging's contribution to creating a positive first impression, the current research seeks to examine consumers' attention and declarative preferences regarding the three main different packaging attributes as isolated variables: images, texts and colours. The experiment exposed participants (N = 40) to 63 stimuli, which were based on modifications of the three main packaging attributes of three products of three different food categories. This study used electroencephalogram (EEG) and eye-tracking (ET) to measure attention, and a declarative test was employed to examine preference. First, the results presented herein show that the presence of visual elements, either images or texts on packages, increased the participants' level of attention. Second, the results reveal that colour modifications do not have a significant effect on participants' neurophysiological attention levels. Third, the results demonstrated that the neurophysiological effects among the participants do not necessarily coincide with their subjective evaluations of preference. Hence, this study increases awareness of the relevance of combining traditional market research tools that rely on explicit consumer responses with neuroscientific techniques. These findings indicate, first of all, that more research is needed to ascertain the extent to which consumers' neurophysiological outcomes correspond to their declarative preferences and second, that neurophysiological methods should be given more attention in research.

Food safety from a consumers´ point of view: food quality

Food safety is a topic that is currently very much and often discussed. This may be a debate among political representatives, representatives of the food industry, but also among consumers, ie. general public. The issue of food safety and quality is very important in view of the growing globalization of economy, whose mission is to encourage food businesses to improve the production process as a whole and competitiveness. As in every sector, the food market faces many problems arising from market opening, business environment diversity or non-compliance with legislative requirements. The effects of these market imperfections are ultimately borne by the consumer. It is, therefore, appropriate to ensure that consumers are adequately informed about the food they consume. Food production is carried out according to European and world standards. A Slovak customer purchases food imported from abroad. This fact can be caused by the pricing of individual foods but also by the lack of Slovak producers. Foreign competition liquidates the quality Slovak producers. The principle of customers should be to support the economy of the state and to buy domestic food. The submitted document deals with issues of food safety, control and quality of food. The aim of the work was to examine the attitudes of consumers to food safety based on the acquired knowledge and research results, to identify their interest in food safety. It also involved identifying global food safety issues and analyzing consumers' views on the problem under consideration and its impact on their purchasing behavior. Primary data was obtained from a survey that was performed on a sample of 478 respondents. Based on the survey, it was confirmed that 85% of respondents perceive the different quality of the food sold on the Slovak market. Nearly two-thirds of the respondents said they were paying attention to the quality of the groceries. More than half of respondents expressed satisfaction with hygienic sales conditions. Almost 80% think that high-quality food is commonly available. Statistical testing has confirmed the significantly lower quality of food produced abroad. Other assumptions were formulated for more detailed analysis and their relationships were verified by using the statistical methods (Friedman Test, Chi-Square Test of Independence, Wilcoxon Signed-Rank Test).

Visual Search for Wines with a Triangle on the Label in a Virtual Store

Two experiments were conducted in a virtual reality (VR) environment in order to investigate participants’ in-store visual search for bottles of wines displaying a prominent triangular shape on their label. The experimental task involved virtually moving along a wine aisle in a virtual supermarket while searching for the wine bottle on the shelf that had a different triangle on its label from the other bottles. The results of Experiment 1 revealed that the participants identified the bottle with a downward-pointing triangle on its label more rapidly than when looking for an upward-pointing triangle on the label instead. This finding replicates the downward-pointing triangle superiority (DPTS) effect, though the magnitude of this effect was more pronounced in the first as compared to the second half of the experiment, suggesting a modulating role of practice. The results of Experiment 2 revealed that the DPTS effect was also modulated by the location of the target on the shelf. Interestingly, however, the results of a follow-up survey demonstrate that the orientation of the triangle did not influence the participants’ evaluation of the wine bottles. Taken together, these findings reveal how in-store the attention of consumers might be influenced by the design elements in product packaging. These results therefore suggest that shopping in a virtual supermarket might offer a practical means of assessing the shelf standout of product packaging, which has important implications for food marketing.