The influence of colours on the purchase decision making process when developing sustainable products

Since ancient times human beings have been surrounded by colours and their influences on every aspect of their daily life. Consciously or subconsciously they have used colours to communicate with each other, to project the image of themselves to the others or in order to decorate their environment, to feed themselves and to produce the general feeling of comfort. The aim was to carry out consumer behaviour research on a random sample of 200 respondents about the influence of colours on the decision making process when purchasing products based on sustainable development. We also wanted to gain an insight into how much the meaning of colours influences personalities and the nature of stimuli. We looked into the VALS segmentation and the notions of “self-expression” and “self-image” through the impact of colours. Then we placed it in the context of the development of a sustainable product, i.e. in what way a colour in the product development process, for example packaging, influences the development of a sustainable product and the perception and attitudes in the purchasing decision of such products on the market. With this in mind it is essential to make the potential client feel pleasant and relaxed when entering a shop to buy a sustainable product as opposed to creating a feeling of anxiety or irritation. Purpose: The aim of this work derives from the thesis that colours influence the purchasing decision-making process and that women have a better perception of colour in the process of consumer behaviour. Design: Special attention is given to the influence of colours when purchasing sustainable ecological food products. Since sustainable development is nowadays a global trend it was our intention to establish a correlation between colours and sustainable development. Methodology: The research was carried out as a combination of web survey and ‘face to face’ interaction (ratio 70:30) on a relevant sample of 200 respondents; women accounted for 60%, and men 40% of respondents, 18 to 55 years of age. The aim of the research was to find out consumer behaviour related to the influence of colour in the purchasing decision-making process about products based on sustainable development. Approach: There is an approach with which we prove the thesis that colours hold a high position in the value system when making a purchasing decision. Findings: There is a problem that consumers when buying food products with characteristics of sustainability, apart from products’ eco component also look for a stamp of traditionalism. Originality: The originality of the research model is reflected in the fact that the research was based on the influence of colours when purchasing food products, which unlike conventional products have the characteristics of sustainability.