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The Impact of Packaging : How Color Saturation and Imagery Affect Purchase Intentions and Perceptions of Plant-Based Meat
Gordon, Dana (2025) The Impact of Packaging : How Color Saturation and Imagery Affect Purchase Intentions and Perceptions of Plant-Based Meat.
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| Abstract: | As plant-based diets become increasingly popular, understanding how packaging design influences consumers’ perceptions and purchase intentions is essential. Although previous research indicates that packaging affects consumers’ purchase decisions and product perceptions, these effects remain underexplored in the context of plant-based meat. This knowledge is vital because some consumers still view plant-based meat as unhealthy and unappetizing. Overcoming these barriers could promote healthier, more sustainable food choices. This study examined how color saturation and front-of-pack imagery, affect perceptions of healthiness, tastiness, purchase intent, and brand image of plant-based meat. A 2 (color saturation: high vs. low) by 2 (imagery type: realistic image of a prepared meal vs. plant symbol) between-subjects design was used with 199 participants. Results showed that while color saturation did not significantly influence any of the outcomes, realistic imagery of a prepared meal significantly impacted perceived healthiness and tastiness. These findings suggest that realistic food imagery may be more effective in shaping consumer perceptions of plant-based meat. Therefore, marketers seeking to enhance the appeal of plant-based meat should consider using realistic images of prepared meals. Future research should address limitations such as static online images, using only one product, a homogeneous sample, and the lack of realistic consumption settings. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/107086 |
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