2023
DOI: 10.1002/pts.2725
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Understanding the packaging colour on consumer perception of plant‐based hamburgers: A preliminary study

Abstract: Plant-based hamburgers (PBH) are a recent alternative for consumers who want to reduce meat consumption. The marketing of this type of food has increased in the last few years, being an exciting niche in the food industry. In parallel, food marketing uses packaging to attract consumers, being packaging colour a key to improving consumer perceptions and increasing purchasing intentions. However, no study has explored the ideal packaging colour for PBH. Hence, this research aimed to understand the packaging colo… Show more

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Cited by 4 publications
(3 citation statements)
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“…Similarly, consumers usually overestimate the healthiness of packaged food when it is labeled with a healthy claim [14,23,24]. Additionally, the claims on the packaging have been proven to be effective in conveying information [25,26], and most consumers rely on visual cues on packaging to make judgments about packaged food [27][28][29]. Therefore, when vice-packaged food is added to the virtue ingredients, resulting in vice-packaged food with vice-virtue bundles, consumers' perceived healthiness of the food is likely to increase.…”
Section: Vice-packaged Food With Vice-virtue Bundles and Purchase Int...mentioning
confidence: 99%
See 1 more Smart Citation
“…Similarly, consumers usually overestimate the healthiness of packaged food when it is labeled with a healthy claim [14,23,24]. Additionally, the claims on the packaging have been proven to be effective in conveying information [25,26], and most consumers rely on visual cues on packaging to make judgments about packaged food [27][28][29]. Therefore, when vice-packaged food is added to the virtue ingredients, resulting in vice-packaged food with vice-virtue bundles, consumers' perceived healthiness of the food is likely to increase.…”
Section: Vice-packaged Food With Vice-virtue Bundles and Purchase Int...mentioning
confidence: 99%
“…Second, our work contributes to the literature on packaged food consumption. Previous literature has investigated the factors influencing purchase intentions for packaged food from various angles, including package appearances such as color [53], shape [26], and pattern complexity [11], as well as package material features like plastic content [54] and smart degree [55]. Additionally, the claims of included ingredients on the packaging, such as botanical ingredients [30] and flavor-giving components [56], have been explored.…”
Section: Theoretical Implicationsmentioning
confidence: 99%
“…En las últimas décadas uso muy difundido, lo que posiblemente se deba a la facilidad de aplicación en comparación con otras técnicas. Ares & Deliza, 2010 b;Avilés et al, 2020;Banović et al, 2016;Cardoso et al, 2023;Cunha et al, 2023;da Fonseca et al, 2023;Mitterer-Daltoé, Carrillo, Queiroz, Fiszman, & Varela, 2013;Molina-Castillo et al, 2023;Ryder, Jaworska, S., & Grasso, 2023;Sánchez-Vega et al, 2023;Viana, dos Santos Silva, & Trindade, 2014).Otra técnica de asociación empleada es la personificación, donde se debe identificar un producto o marca a un perfil de persona (Gambaro et al, 2019).…”
Section: Técnicas Proyectivasunclassified