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Organic look, healthier product? An experimental study on the influence of organic illustrations and typeface on the perceived healthiness, taste expectation and purchase intention

Morsink Vollenbroek, M.A. (2021) Organic look, healthier product? An experimental study on the influence of organic illustrations and typeface on the perceived healthiness, taste expectation and purchase intention.

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Abstract:With the huge amount of products in supermarkets, it is challenging for consumers to find the healthy options. To distinguish between the healthy and unhealthy products, packaging design can play a vital role. Plenty of studies show that an organic origin is associated with health. However, little is known about how organic visual cues could affect the consumer responses. Therefore, this study aimed to examine whether organic illustrations and organic typeface affect the perceived healthiness, expected nutritional value, taste expectation and the purchase intention. The main study used a 2 (organic versus inorganic illustrations) x 2 (organic versus inorganic typeface) x 2 (high versus low general health interest) experimental design. The general health interest looks hereby at the people’s interest to eat healthy. Results reveal that organic illustrations positively affect the perceived taste liking and the purchase intention. Moreover, an inorganic typeface leads to an increase of the perceived healthiness, but only for people with a low general health interest (GHI). The study contributes to the research field of packaging design and gives a new insight of how the perceived healthiness of products can be increased, and thereby, increasing the purchase of healthy products.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/87452
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