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Publicação
Can an unattractive packaging lead to healhier eating behavior?
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Autores
Orientador(es)
Resumo(s)
In the last few years, although the demand for a healthier lifestyle has been increasing, the obesity rates have boomed in developed contexts. Packaging is one of the main drivers for unhealthy food decisions, having important consequences for consumers' health. In two studies, this research aims to understand the impact of healthy eating nudges like unattractive packaging on indulgent products to analyze if the consumers are more aware of their food choices. The findings suggest that pictorial warnings can increase consumers’ perceived risk and that consumers would have more positive brand attitudes since they consider the brand is being sincere and have less intention to buy it, compared to verbal warnings or control (no warnings) in the indulgent products. In addition, findings suggest that construal level moderates healthy eating nudges, reducing perceived risk and increasing purchase intentions of indulgent products in abstract (vs. concrete) construal. Our research contributes by shedding light on the social and practical implications of food branding and how the companies can contribute to decreasing the obesity rate.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Healthy eating nudge Indulgent products Risk perception Construal level