University of Twente Student Theses


Packaged versus unpackaged food: The perceived healthfulness and other consumer responses

Kroese, M. (2017) Packaged versus unpackaged food: The perceived healthfulness and other consumer responses.

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Abstract:Unpackaged food is a solution for the growing environmental concerns nowadays. However, since a product package itself communicates a lot of things, the question raised what product benefits can still be communicated when there is no package. Therefore, this study examined to what extent unpackaged food compared to two different types of packages (plastic and paper) have an influence on consumer responses (perceived healthfulness, perceived freshness, product liking and purchase intention). Besides, the influence of the presence of a health label is examined. Consumers’ general health interest and environmental interest were included as moderating variables. The results of the study showed that unpacked foods and paper packages have positive effects on perceived healthfulness, perceived freshness and product liking, as opposed to plastic packages. This study also proved that unpackaged foods are as good as packaged foods in terms of communicating product benefits. However, when it comes to behavioral intentions, more persuasion is needed to stimulate consumers to choose unpackaged food. The presence of a health label did not affect consumer responses. In addition, no evidence was found for interaction effects of the moderating variables.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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