Effect of packaging label color on consumer perception of Greek protected designation of origin table olives “Kalamata”

Abstract

Kalamata table olives are a widely exported Greek protected designation of origin (PDO) product with distinct organoleptic profile. This study aimed to evaluate the effect of label color on the flavor perception of pasteurized and unpasteurized Kalamata PDO olives. Consumer perception was assessed in two studies. First, four packaged products with green, blue, red, and purple labeling were assessed by participants (n = 106) for preference using rating scales, and emotional profiles were obtained using a check‐all‐that‐apply list of 33 emotions developed in language native to the participants (Greek). The green label resulted to more positive emotion profiling of olive products (i.e., “healthy,” “pleased,” and “satisfied” with mean scores correspondingly equal to 2.99, 2.95, and 2.87), and red labeled olives resulted to willingness to pay more. In the second study, unpasteurized and pasteurized olives in red and green labeled glass jars were sensorially assessed by participants (n = 124) using rating scales, showing that green labeled products are liked most (mean scores; 5.12 and 5.12), whereas red labeled was scored less (mean scores; 4.96 and 4.67), along emotion profiles with emojis. Principal component analysis of emotional reactions revealed grouping of samples based only on pasteurization/no pasteurization, without been affected by the color of the label, and did not relate to the liking scores. The results showed that sensory perception of olives is significantly affected by the color of packaging (p‐value <0.05) due to emotional reactions and color of packaging can enhance the perception of olives’ quality as improvement of the processing is limited by the PDO status.