In what extent can a segmented packaging make children choose healthier breakfast cereals?

Abstract

This study aims to explore and understand the influence of food packaging on children’s choice of healthier food, more specifically, how gender in packaging of healthy breakfast cereals can have an impact on children's perceptions of the product itself, purchase intention, perceived healthfulness and choice. To do so, the visual elements of a packaging customized for girl and for boy were transferred into an existing packaging of a healthy breakfast cereal not targeted at children: Corn Flakes. We conducted the study in three different schools using a structured questionnaire applied to a sample of Portuguese children aged between 6 and 9, being 288 for the main study and 30 for the complementary study. Findings suggest that segmented packaging can influence children’s attitudes, purchase intention and choice and it can therefore be used to promote children’s healthy eating habits.