Esmee Kardolus

(1)

(2)

“Everything is

healthy as long as it

comes in green

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_{Research question}

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‘Does – and if so, how does –

red

and

green

food packaging

influence

the

perceived

healthiness

of objectively

healthy

and

unhealthy

products,

of consumers with a low

BMI

and a

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_{Three functions}

Contain and protect products

Promote products

_{Facilitate storage, use and convenience of products}

“Silent salesman”

Communicating the brand message

_{Packaging might set expectations}

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_{Non-conscious prime (Elliot et al., 2007)} Red indices a negative response

Avoidance motivation (De Bock et al., 2013)

Green indices a positive response

_{Approach-oriented motivation (De Bock et al., 2013)}

_{Red most favorite color in packaging (Aday & Yener,}

2014)

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_{Indicator of healthy/unhealthy weight} 41.6% overweight in the Netherlands

More men overweight than women

_{10.1% obese}

_{The lower education, the higher percentage of}

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Objective healthiness Healthy product Unhealthy product Perceived healthiness Healthy product Unhealthy product Packaging color Red Green Grey

Body Mass Index

Low BMI

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_{H1: The positive influence of the color green (relative to the}

color grey) on the perceived healthiness is stronger for healthy than unhealthy products.

H2: The negative influence of the color red (relative to the

color grey) on the perceived healthiness is stronger for healthy than unhealthy products.

H3: The positive influence of the color green (relative to the

color grey) on the perceived healthiness is stronger for people with a low BMI than for people with a high BMI.

_{H4: The negative influence of the color red (relative to the}

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0 1 2 3 4 5 6 7

Unhealthy product Healthy product

Found results grey Found results red Found results green Expected results grey Expected results red Expected results green

 _{No significant main effects found}

 Except for positive influence of

green packaging of unhealthy products on perceived healthiness  No significant moderating effect of

BMI

 Red proved to have a positive (insignificant) influence on perceived healthiness

 Grey – as a neutral color – perceived as most unhealthy in case of

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_{Red packaging does not influence perceived}

healthiness

Green packaging only in case of unhealthy product

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_{Green makes product appear healthy (Madden et al.,}

2000)

Might be due to fact that green is also most liked color

Red found to enhance persuasion (Mehta & Zu, 2009)

_{No background information on research McNatt}

(1998)

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_{Division of BMI}

Use of color in packaging

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