“Packaging Design Elements as Marketing Tools: Effects on Purchase Intention for Local Food in Retail Environments
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2024-07-02
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en
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The growing popularity of locally grown food worldwide has prompted retailers to explore the potential of marketing local food in supermarkets. However, there is no research on the most effective way to present local food in a retail setting, particularly with regard to packaging. This study examines the influence of claim and image use on consumers’ purchase intention for locally produced food and the moderating effect of product involvement. An online experiment was conducted with 205 Dutch consumers to test nine packaging designs and assess their impact on consumer purchase intention. The results of the ANCOVA analysis indicate that claim use has a direct influence on consumer purchase intention. Surprisingly, the absence of claims on the packaging was found to positively influence consumer purchase intention compared to the presence of a nutrition or health claim. The use of images does not influence consumer purchase intention. Furthermore, the level of product involvement was found to not affect the relationships between claim and image use on consumer purchase intention. This study contributes to the existing body of literature on local foods. Moreover, the findings of this study provide valuable insights for supermarket managers on how to market local food.
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Faculteit der Managementwetenschappen