Influencing consumers through packaging design: a study on perceptions of healthiness and naturalness “How does the visualization of the ingredient vs the final product influence consumers’ perception of healthiness and naturalness, and their likeliness-to-buy?”
Master thesis
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Date
2022Metadata
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- Master of Science [1622]
Abstract
This thesis explores the relationship between product packaging visualization on consumers’
perceived healthiness and naturalness, and in turn their purchase intentions. The research also
includes the influence of consumers’ health consciousness and the healthiness of the product.
Based on previous research, we hypothesize that the visualization of an ingredient on the
product packaging leads to higher perceived healthiness and naturalness, compared to when the
final product is visualized. We also hypothesize that the increased perceived healthiness and
naturalness leads to increased likeliness-to-buy. Further, the effect of product visualization on
perceived healthiness and naturalness is hypothesized to be stronger for unhealthy products,
and increased health consciousness is hypothesized to have a positive effect on both perceived
healthiness and naturalness, and on likeliness-to-buy.
The effects are tested through a 2x2 design where data is collected from an online survey about
two different packaging designs for two different products. One product is healthy whereas the
other is unhealthy, and one design for each shows the ingredient and one shows the final
product.
The study finds limited statistically significant results, but the overall data indicates effects
similar to those of previous research. The most important effect found by the study is the
statistically significant difference between healthy and unhealthy products that supports the
hypothesis that the visualization has a stronger effect on unhealthy products.
The findings of the study suggests that although product packaging design influences
consumers, the visualization alone has a limited effect, and many other aspects may play an
additional role in attitude formations. However, the nature of the product should be taken into
account when considering using such marketing cues. The results also indicate a need for
additional research on the topic to explore variations between different types of products and
various packaging cues.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2022