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“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions

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  • Kostoula Margariti

    (Department of Economics, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

Abstract

The development of organic food products has proliferated over the past few decades, alongside the use of “white” space on products’ packaging as an element that communicates quality and sustainability values. Despite a growing interest towards green products, sustainable business practices and aesthetics, there is not enough evidence on how specific design elements (i.e., “white” space) of organic food packaging could affect consumers’ brand perceptions, attitude towards the brand (Abr) and purchase intentions (PI). The present study seeks to unveil the role of “white” space as a packaging design element on the effectiveness of organic food products. Based on a content analysis of 406 international packaging designs it establishes the widespread coexistence of organic products with extended, in shades of gray “white” space. A between-subjects experiment with 305 young adults builds on the associations between “white” space and sustainability, and provides evidence on the proposed serial mediation model with perceived naturalness, quality and trustworthiness, and Abr as mediators in the relationship between organic food products and PI, especially when the packaging uses extended “white” space. Pertinent managerial implications with respect to effective packaging design that promotes sustainability values and generates positive attitudes and behaviors towards organic foods are underlined.

Suggested Citation

  • Kostoula Margariti, 2021. "“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions," Sustainability, MDPI, vol. 13(19), pages 1-26, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:19:p:11101-:d:651667
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    References listed on IDEAS

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    1. Jun Fan & Lijuan Peng & Tinggui Chen & Guodong Cong, 2024. "Mining the impact of social media information on public green consumption attitudes: a framework based on ELM and text data mining," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-19, December.
    2. László Bendegúz Nagy & Brigitta Unger-Plasek & Zoltán Lakner & Ágoston Temesi, 2023. "Confidence in organic food: a cross-country choice based conjoint analysis of credibility factors," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    3. Junyi Zhong & Jiazhen Huo, 2022. "Impacts of Power Structure on Introduction of Green Store Brand," Sustainability, MDPI, vol. 14(19), pages 1-33, September.

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