When Do Transparent Packages Increase (or Decrease) Food Consumption?

Deng, Xiaoyan; Srinivasan, R.

doi:10.1509/jm.11.0610

Cited by 132 publications

(92 citation statements)

References 52 publications

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“…In turn, examples of food abnormality in retail settings are rare; it accordingly offers a very specific cue that consumers might use to infer quality. Furthermore, most fresh food products (e.g., fruit, vegetables) are not subject to extensive packaging; most grocery stores offer them loose or packaged in transparent plastic (Deng & Srinivasan, ). Thus, this product category offers few extrinsic quality cues (Grunert, Bredahl, & Brunsø, ).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions

2015

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Even without official quality standards, food retailers generally do not offer abnormally shaped food based on the assumption that consumers reject food that deviates physically from some norm. Because this practice contributes significantly to food waste, the current study tests this assumption experimentally. A representative sample of 964 Danish consumers indicated their purchase intentions for two fruits and two vegetables with varying levels of food shape abnormality (normal, moderately abnormal, and extremely abnormal) and organic labels (organic label, no label). Food shape abnormalities influence consumers' purchase intentions, but only if the food deviates extremely from the norm; no differences in purchase intentions emerge for moderately abnormal food. Awareness of food waste issues and proenvironmental self-identities also drive purchase intentions, such that participants with high levels of these traits express significantly higher purchase intentions for abnormally shaped food. Thus, increasing awareness of food waste issues, particularly among those with strong proenvironmental self-identities, might encourage more consumers to purchase abnormally shaped fruits and vegetables.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions

2015

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“…In the United States, but not in Denmark, we also observe more use of transparent packaging for regular products, something that might affect perceived food freshness and healthiness (Simmonds & Spence, ; Simmonds et al, ), but also consumption amount (Deng & Srinivasan, ).…”

Section: Resultsmentioning

confidence: 85%

Implicit communication of food product healthfulness through package design: A content analysis

Festila

Chrysochou

2018

J of Consumer Behaviour

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How do food companies use package design to communicate healthfulness? The present study addresses this question by investigating the most typical implicit package design elements used by food companies for their health‐positioned food products. Using a content analysis on the packaging design of 12 food product categories across two countries (Denmark and the United States), our findings indicate that (a) implicit package design elements (colors, imagery, material, and shape) differ between health‐positioned and regular products, and (b) these differences are product category specific rather than universal. Our results contribute to knowledge on how package design is used as a health communication tool.

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“…Decrease in attractiveness in the case of transparent packaging was also found in the study of Vilnai-Yavetz and Koren (2013) where it was shown that transparent packaging is perceived as less aesthetic. By connecting these findings with the previously mentioned research (Deng & Srinivasan, 2013) that pointed out the importance of the product type while analysing the influence of transparency, the second hypothesis was formulated:…”

Section: Problem Statementmentioning

confidence: 81%