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The Effect of Packaging Color and Health Claims on Product Attitude and Buying Intention

Author

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  • Alexandra Theben

    (Doctoral Programme Information and Knowledge Society, Universitat Oberta de Catalunya, 08035 Barcelona, Spain)

  • Melissa Gerards

    (Behavioral Science Institute, Radboud University, 6500 HE Nijmegen, The Netherlands)

  • Frans Folkvord

    (Tilburg School of Humanities and Digital Sciences, 5037 AB Tilburg, The Netherlands)

Abstract

Packaging design is an important factor when consumers look out for healthy food. The study tested for effects of packaging color and health claims of a fictional fruit yoghurt package on attitude towards the product and subsequently, consumer’s buying intention, using a 2 × 2 between-subjects experimental design. We also tested whether interest in healthy food is a moderating factor. We found no evidence to support that visual cues (color) and textual cues (health-related advertising claims) are effective in influencing consumer attitude towards the product. Consumers did not show a more positive attitude towards products presented in low-arousal packaging colors (green/blue) compared to high arousal packaging colors (red/yellow). Also, the claim “palatability” did not result in a more positive attitude towards the product than the claim “healthy”. A moderating role of interest in healthy food could not be confirmed. The results confirmed, however, a significant relation of attitude towards the product and buying intention. Thus, buying intention could be explained mostly by whether consumers had a positive or negative attitude towards the product, which confirms that people’s attitudes are powerful predictors of buying decisions.

Suggested Citation

  • Alexandra Theben & Melissa Gerards & Frans Folkvord, 2020. "The Effect of Packaging Color and Health Claims on Product Attitude and Buying Intention," IJERPH, MDPI, vol. 17(6), pages 1-11, March.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:6:p:1991-:d:333744
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Morwitz, Vicki, 2014. "Consumers' Purchase Intentions and their Behavior," Foundations and Trends(R) in Marketing, now publishers, vol. 7(3), pages 181-230, November.
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    Cited by:

    1. Pedro Cuesta-Valiño & Pablo Gutiérrez Rodríguez & Estela Núñez-Barriopedro, 2020. "Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response," IJERPH, MDPI, vol. 17(18), pages 1-20, September.
    2. Yuen, Kum Fai & Koh, Le Yi & Tan, Luan Yi Hazel & Wang, Xueqin, 2023. "The determinants of virtual reality adoption for marine conservation," Technology in Society, Elsevier, vol. 72(C).
    3. Frans Folkvord & Maud van der Zanden & Sara Pabian, 2020. "Taste and Health Information on Fast Food Menus to Encourage Young Adults to Choose Healthy Food Products: An Experimental Study," IJERPH, MDPI, vol. 17(19), pages 1-13, September.
    4. Nadine E. van der Waal & Frans Folkvord & Rachid Azrout & Corine S. Meppelink, 2022. "Can Product Information Steer towards Sustainable and Healthy Food Choices? A Pilot Study in an Online Supermarket," IJERPH, MDPI, vol. 19(3), pages 1-17, January.
    5. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    6. Živa Lavriša & Maša Hribar & Anita Kušar & Katja Žmitek & Igor Pravst, 2020. "Nutritional Composition of Gluten-Free Labelled Foods in the Slovenian Food Supply," IJERPH, MDPI, vol. 17(21), pages 1-13, November.

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