Understanding the packaging colour on consumer perception of plant‐based hamburgers: A preliminary study

Abstract

Plant-based hamburgers (PBH) are a recent alternative for consumers who want to reduce meat consumption. The marketing of this type of food has increased in the last few years, being an exciting niche in the food industry. In parallel, food marketing uses packaging to attract consumers, being packaging colour a key to improving consumer perceptions and increasing purchasing intentions. However, no study has explored the ideal packaging colour for PBH. Hence, this research aimed to understand the packaging colour on consumer perception of PBH. A study with 727 volunteers was carried out, and the data were obtained through an online form and analysed using an electronic spreadsheet. Firstly, the diet types and purchasing intention of BPH were analysed. In sequence, it was investigated the perceptions against different colours used in the package of PBH. Neutral (white and black), cool (green, blue and lilac), and warm (red, yellow and magenta) colours were used in the PHB package and data derived from consumers' perceptions were analysed using the word association methodology. Results from volunteers showed that people are interested in buying PBH, including people having a carnivore or flexitarian diet type (89% of volunteers). Important attributes related to PBH were induced in the volunteers using food packaging with green, yellow and white colours. These colours can attract attention and induce emotions related to nature, health, nutritional value and quality in packages of PBH.

The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments

“…Similarly, consumers usually overestimate the healthiness of packaged food when it is labeled with a healthy claim [14,23,24]. Additionally, the claims on the packaging have been proven to be effective in conveying information [25,26], and most consumers rely on visual cues on packaging to make judgments about packaged food [27][28][29]. Therefore, when vice-packaged food is added to the virtue ingredients, resulting in vice-packaged food with vice-virtue bundles, consumers' perceived healthiness of the food is likely to increase.…”

“…Second, our work contributes to the literature on packaged food consumption. Previous literature has investigated the factors influencing purchase intentions for packaged food from various angles, including package appearances such as color [53], shape [26], and pattern complexity [11], as well as package material features like plastic content [54] and smart degree [55]. Additionally, the claims of included ingredients on the packaging, such as botanical ingredients [30] and flavor-giving components [56], have been explored.…”

Nuevas herramientas para la valoración del impacto visual sobre la percepción sensorial y emocional de productos de "Alta Pastelería"

“…En las últimas décadas uso muy difundido, lo que posiblemente se deba a la facilidad de aplicación en comparación con otras técnicas. Ares & Deliza, 2010 b;Avilés et al, 2020;Banović et al, 2016;Cardoso et al, 2023;Cunha et al, 2023;da Fonseca et al, 2023;Mitterer-Daltoé, Carrillo, Queiroz, Fiszman, & Varela, 2013;Molina-Castillo et al, 2023;Ryder, Jaworska, S., & Grasso, 2023;Sánchez-Vega et al, 2023;Viana, dos Santos Silva, & Trindade, 2014).Otra técnica de asociación empleada es la personificación, donde se debe identificar un producto o marca a un perfil de persona (Gambaro et al, 2019).…”