The influence of material and color of food packaging on consumers’ perception and consumption willingness

Abstract

Packaging of food products is currently considered to be one of the most important factors influencing consumers’ perceptions and purchasing behavior. Though there are plenty of studies on packaging, there is still a need for research investigating different packaging factors together within one study. In our online study, each participant was presented with 12 pictures displaying food items from different food categories. The packaging of these items varied in color and material. We assessed their judgments regarding several aspects of the food (e.g., sustainability, healthiness). The results show that food items with cardboard packaging were rated as more sustainable and expensive than the same food items packaged in plastic, while green (vs. original) colored packaged food received higher healthiness ratings. Participants’ willingness to consume the products was primarily predicted by the tastiness ratings (which were not influenced by our packaging variations). Another significant predictor of consumption willingness was the perceived sustainability of the products, while the healthiness ratings were not relevant. Overall, consumers indicated a lower willingness to consume the food products, the more they valued sustainability in food production in general. No interaction of packaging color and material was found indicating that the effects of these factors are independent from one another. The present findings emphasize consumers growing interest in sustainability within the food packaging domain.