Journal
JOURNAL OF FOOD PRODUCTS MARKETING
Volume 23, Issue 3, Pages 251-266Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10454446.2014.885868
Keywords
naturalness; healthy product; ecological product; packaging; labeled products; consumer behavior
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The aim of this article is to understand the concept of food naturalness, as it is perceived by the consumer via the packaging. The research is based on a qualitative study from which three types of experimental packaging were constructed (emotional, functional, and mixed) and a quantitative study carried out on 163 French consumers. The research identified two dimensions of food naturalness and related them to credibility, attractiveness, quality, and purchase intention, with differences according to the three types of packaging tested. The highlighting of their role in the perception of the naturalness of a food product should help managers to avoid overexposure of the concept.
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