The role of healthy packaging design in driving purchase intentions for yogurts

Abstract

As health-consciousness rises in society, the role of packaging design in marketing has become important, not only to convey product characteristics but also to shape consumers’ buying behavior and to align with the health-conscious attitudes of consumers. This study investigates the interplay of yogurt packaging design elements—color, imagery, and Nutri-Score—and their impact on consumers’ purchase intentions, emphasizing the roles of health-conscious attitudes and brand image. This research applies a mixed-method approach, using literature review, a focus group for cocreating stimuli, interviews for validating the stimuli, and then the main and primary data collection via an online survey. A 2x2x2 factorial design was employed, considering three packaging elements: Color, Imagery, and Nutritional Information. The study reveals the significance of Nutri-Score, to predict purchase intention, particularly for consumers with medium to high health-conscious attitude. However, contrary to expectations, the main findings indicate that the effect of color and imagery did not show a significant effect on purchase intention. Moreover, findings suggest that maintaining a strong and positive brand image is crucial for influencing consumers’ behavior. These findings offer practical implications for companies operating in the yogurt industry, emphasizing Nutri-Score on yogurt packaging can enhance purchase intention, especially among consumers with an attitude towards healthy eating. Furthermore, marketers can gain insights into developing effective packaging strategies that influence consumers’ purchase intention.

Date of Award	3 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)