When Color Meets Health: the Impact of Package Colors on the Perception of Food Healthiness and Purchase Intention

Lei Huang, State University of New York at Fredonia, USA
Ji Lu, Dalhousie University, Canada
In this paper we use food package color as a visual cue that can be assimilated to the health connotation of verbal nutrition labeling. Compared with hedonic food, utilitarian food in blue package is perceived healthier than in red package. The perception also mediates the purchase intention of package food.
[ to cite ]:
Lei Huang and Ji Lu (2013) ,"When Color Meets Health: the Impact of Package Colors on the Perception of Food Healthiness and Purchase Intention", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.