Fruit pictures on beverage packages, health effect, and purchase intention

IF 8.6 2区 管理学 Q1 BUSINESS
Takumi Kato, Toshiko Sugiura
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引用次数: 0

Abstract

Faced with the serious challenge of reducing consumer obesity, research on food packaging has been limited to encouraging healthy product choices among children with poor health awareness and adults with obesity concerns. While there is a lack of discussion on packaging appealing to health-conscious consumers, the literature has shown that realistic pictures of fruits drawn on packages can convey health and be attractive. Though this conclusion applies to apples and oranges, which are sweet fruits that can be eaten as they are without processing, results can vary with fruits such as lemons, which have a sour taste and are difficult to eat directly. This study fills the two gaps mentioned above. In Japan, a randomized controlled trial was conducted on the packaging of lemon drinks with illustrations and pictures of lemons that evoked sourness. The results showed that lemon pictures had a positive effect on purchase intention for those with high health involvement and a negative influence on those with low health involvement. In the case of the lemon illustration, this interaction did not occur, suggesting that the presence or absence of the recall of sourness was the trigger. If practitioners do not have the above perspective, there is a risk that they will mistakenly attempt to reduce the attractiveness of the product.

Abstract Image

饮料包装上的水果图片、健康效果和购买意向
面对减少消费者肥胖的严峻挑战,有关食品包装的研究仅限于鼓励健康意识薄弱的儿童和有肥胖问题的成年人选择健康的产品。虽然缺乏关于包装对注重健康的消费者的吸引力的讨论,但文献表明,包装上绘制的逼真的水果图片可以传达健康的信息,并具有吸引力。虽然这一结论适用于苹果和橘子,因为它们都是甜味水果,无需加工即可直接食用,但对于柠檬等酸味且难以直接食用的水果,结果可能会有所不同。这项研究填补了上述两项空白。日本进行了一项随机对照试验,研究柠檬饮料包装上的柠檬插图和图片是否能唤起人们的酸味。结果显示,柠檬图片对健康参与度高的人的购买意向有积极影响,而对健康参与度低的人则有消极影响。而在柠檬插图的情况下,这种交互作用并没有出现,这表明是否回想起酸味是触发因素。如果从业人员没有上述观点,就有可能错误地试图降低产品的吸引力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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