Abstract
This study examines the influence of labelling and packaging strategies on perceived product health and overall attitudes to low-fat products in the field of healthy food claims among young consumers. The aim was to determine if these aspects can influence buying intentions. After a literature review, a quantitative study was carried out. With a sample of 300 young consumers (18–25 years old) and the use of partial least square methodology, this paper demonstrated that: (1) nutritional information and visual cues affect consumers’ perceptions (information credibility and physical appearance), (2) information credibility influences product health perceptions and attitudes toward a product, (3) physical appearance affects attitudes toward a product, and (4) overall attitude to the product influences purchase intentions The results achieved show that credibility and physical appearance could stimulate low-fat foods purchase intentions through a positive global attitude to the product. Additionally, nutritional information and visual cues play a more relevant role than nutritional information response and informative cues. These results and the conclusions that follow must be understood in the analysed context (low-fat foods) with the sample used (300 young consumers).
Highlights
The packaging, among other variables, can influence individual and household food choices [1]because as cue utilization theory suggests, consumers have a propensity to use extrinsic cues as replacement indicators of product quality [2]
(18–25 years old) and the use of partial least square methodology, this paper demonstrated that: (1) nutritional information and visual cues affect consumers’ perceptions, (2) information credibility influences product health perceptions and attitudes toward a product, (3) physical appearance affects attitudes toward a product, and (4) overall attitude to the product influences purchase intentions The results achieved show that credibility and physical appearance could stimulate low-fat foods purchase intentions through a positive global attitude to the product
This paper argues that young consumers’ responses to labelling and packaging will affect their perceptions related to information credibility, physical appearance, and product health, as the paper explains below
Summary
The packaging, among other variables, can influence individual and household food choices [1]. They are becoming more independent for their food and beverages choices as well as for their purchase decisions [7] In this scene, this paper studied the perceived product health or perceived risk of disease that can be communicated through label and packaging strategies among young consumers. Firms employ packages that promote healthy consumption, because nutrition labels and packaging influence health beliefs and purchase intentions [8] Taking this into account, this paper tried to analyse diverse young consumers’ perceptions that can affect the global attitude to low-fat products and their behaviour intention to purchase them. We expand the knowledge of labelling and packaging as strategic and marketing tools, especially within a competitive and mature food industry This could be considered an extremely important research topic, because consumers place high importance on the extrinsic attributes of packaging to aid their purchase decisions [15]. The scope of this paper excludes packaging legislation, it should not be overlooked; the two products selected follow the requirements for information provided on the packaging
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