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Visual elements in organic products communication: the impact of packaging material and color on consumer perception
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Organic product consumption has been increasing, especially due to the promotion of healthy lifestyles. However,it is difficult for these brands to differentiate their products since theylack informationabout which packageelements should be used, besides the organic claims and labels.The purpose of this study is to contribute to thisliterature gap, by analyzingthe impact of packaging materialsand colorson consumers’environmentally friendly perceptions, product attractiveness,and purchase intention,to help managers to enhance product communication.A quantitative approach was used and online questionnaires(n= 372)were createdto collectdata, using six yogurt packages, with both elementsvarying. Results indicate that material impacts attractiveness and environmentally friendly perceptions, color impacts attractiveness, while purchase intention is not affected by anyof theseelements.
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Organic food Packaging Material Color