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Effects of Au Naturel Packaging Colors on Willingness to Pay for Healthy Food

Marozzo, V., Miceli, G., Raimondo, M. A. and Scopelliti, I. ORCID: 0000-0001-6712-5332 (2019). Effects of Au Naturel Packaging Colors on Willingness to Pay for Healthy Food. Psychology and Marketing, doi: 10.1002/mar.21294

Abstract

This research introduces and defines a novel color family – au naturel colors – and proposes that featuring these hues on product packaging enhances consumer willingness to pay for healthy food products, but not for unhealthy food products. This effect occurs irrespective of the fit between the colors of the product and of the packaging, and of the color lightness or saturation. Perceptions of product authenticity mediate the relationship between au naturel colors packaging and consumer willingness to pay for the product. The results of seven studies provide support for the proposed conceptual framework, contributing to the literature on consumer responses to colors and packaging features, and allowing to draw implications for the marketing of healthy food products.

Publication Type: Article
Additional Information: This is the peer reviewed version of the following article: Marozzo, V., Miceli, G., Raimondo, M. A. and Scopelliti, I. (2019). Effects of Au Naturel Packaging Colors on Willingness to Pay for Healthy Food. Psychology and Marketing, which has been published in final form at https://doi.org/10.1002/mar.21294. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Publisher Keywords: Au naturel colors, food packaging, heuristics, dual-process theories, healthy food, product authenticity, willingness to pay
Subjects: H Social Sciences > HD Industries. Land use. Labor
T Technology > TX Home economics
Departments: Cass Business School > Management
URI: https://openaccess.city.ac.uk/id/eprint/23205
[img] Text - Accepted Version
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