The effects of inner packaging color on the desirability of food

Esch, Patrick van; Heller, Jonas; Northey, Gavin

doi:10.1016/j.jretconser.2019.05.003

Cited by 40 publications

(51 citation statements)

References 88 publications

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“…Packaging has utility value for brands, consumers and retailers; it can be a means of communicating brand identity (Lee et al , 2019; Underwood, 2003), an attention-grabbing tool (Krishna et al , 2017; Underwood et al , 2001), and a driver of purchase intention both on the shelves of retail outlets and online (Rettie and Brewer, 2000). The impact of various packaging attributes on consumer behaviour has thus far been studied in terms of design (Ampuero and Vila, 2006; Favier et al , 2019; Jones et al , 2018; Krishna et al , 2017; Wells et al , 2007; Wang, 2013), imagery (Hota and Charry, 2014; Khan, 2017; Underwood et al , 2001, Van Rompay et al , 2014), size (Wansink, 1996), colour (Mai et al , 2016) and shape (Van Esch et al , 2019; Wansink and Van Ittersum, 2003).…”

Section: Introductionmentioning

confidence: 99%

When is transparent packaging beneficial?

Sabri

Doan²,

Malek

et al. 2020

IJRDM

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PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

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Section: Introductionmentioning

confidence: 99%

When is transparent packaging beneficial?

Sabri

Doan²,

Malek

et al. 2020

IJRDM

View full text Add to dashboard Cite

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“…The appearance properties of the outer packaging of food and beverage products are normally only one element in the consumers’ total packaging experience. The visual material properties of inner packaging materials are potentially also important too [ 70 , 94 , 95 ]. Relevant here, in his history of consumer food packaging in the West (in truth, primarily North America), Hine has highlighted the longstanding appeal and incorporation of shiny metallic elements in the inner packaging of many food and beverage products [ 96 ].…”

Section: What Is Wrong With Glossy/shiny Packaging?mentioning

confidence: 99%

On the Questionable Appeal of Glossy/Shiny Food Packaging

Spence

2021

Foods

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Those stimuli that have a shiny/glossy visual appearance are typically rated as both attractive and attention capturing. Indeed, for millennia, shiny precious metals and glossy lacquerware have been used to enhance the presentation, and thus the perception, of food and drink. As such, one might have expected that adding a shiny/glossy appearance/finish to the outer packaging of food and beverage products would also be desirable. However, the latest research appears to show that many consumers have internalised an association between glossy packaging and greasy (or unhealthy) food products, while matte packaging tends to be associated with those foods that are more natural instead. Furthermore, it turns out that many consumers do not necessarily appreciate the attempt to capture their attention that glossy packaging so often affords. At the same time, it is important to recognise that somewhat different associations may apply in the case of inner versus outer food and beverage packaging. Shiny metallic (inner) packaging may well prime (rightly or wrongly) concerns about sustainability amongst consumers. Given the research that has been published in recent years, food and beverage manufacturers/marketers should think very carefully about whether or not to introduce such shiny/glossy finishes to their packaging.

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“…Marketing and advertising is an important avenue for building consumer acceptability and desirability for new food products. 48,49 One of the most contentious issues in the marketing and advertising of meat and dairy alternatives has been the ability of such products to use meat or dairy monikers, even when preceded by the term "plant-based. " This is still largely a battle between the meat and dairy industries on the one hand and the alternative protein-based food industry on the other, playing out primarily at the domestic level.…”

Section: Trade and Food Systems: What We Don't Knowmentioning

confidence: 99%

International Trade and Investment and Food Systems: What We Know, What We Don’t Know, and What We Don’t Know We Don’t Know

Schram

Townsend

2020

Int J Health Policy Manag

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Background: Globalised and industrialised food systems contribute to human and planetary health challenges, such as food insecurity, malnutrition, and climate change. International trade and investment can serve as a barrier or enabler to food system transformations that would improve health and environmental outcomes. Methods: This article used health impact assessment (HIA) to analyse what we know, what we don’t know, and what we don’t know we don’t know about the role that trade and investment might play in food system transformations to improve human and planetary health. Results: Evidence exists for the link between trade and investment and the spread of unhealthy food commodities, efforts to impede nutrition labelling, and increased concentration of ultra-processed food and beverage product companies. The role of trade and investment in the reduction of animal sources in human diets is emerging and may include challenging measures that restrict the use of terms like ‘milk’ and ‘burger’ in plant-based alternatives and the promotion of plant-based foods through non-tariff barriers and targeted efforts at regulatory harmonisation. Trade disputes may serve as the forum for battles around state discrepancies in the safety and acceptability of technological innovation in the food supply, as was the case with hormone treated beef between the European Union (EU) and the United States. Corporate social responsibility (CSR) obligations are unambitious but represent welcome progress in balancing public and private interests. Finally, introducing greater policy flexibility, transparency, and participation provides opportunities to shape a modern trade and investment system that can respond to future food system challenges in a timely fashion. Conclusion: Research at the intersection of trade and investment and food systems should address emergent food systems issues, particularly those that intersect health and climate, while policy efforts should be future-proofing the flexibility of the trade and investment system to enable food system design that supports improved human and planetary health outcomes.

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The effects of inner packaging color on the desirability of food

Cited by 40 publications

References 88 publications

When is transparent packaging beneficial?

When is transparent packaging beneficial?

On the Questionable Appeal of Glossy/Shiny Food Packaging

International Trade and Investment and Food Systems: What We Know, What We Don’t Know, and What We Don’t Know We Don’t Know

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