The importance of packaging in the selection of food products
The way in which a commercial product, and specifically a food-grade one, is presented, influences the consumer’s decision to buy it, as it helps to avoid bringing foods on the table that conflict with one’s food philosophy.
Advertising message Each package provides, in fact, a series of information regarding the ingredients and preparation procedures used, which can be considered important indicators of the quality of what you are close to buying (Hawkes, 2010). In this regard, particular attention is given both to non-verbal elements, such as shape, graphics, color and size, and to verbal elements relating to nutritional values and health benefits (Silayoi & Speece, 2004). Indeed, it is necessary that the choices made in terms of combinations of colors and images presented reflect the final message that is intended to be conveyed to the future buyer (Kozup, Creyer, & Burton, 2003).
Starting from the assumption that the new generations are generally sensitive to psychophysical well-being, as well as to the importance of having healthy habits (Valentine & Powers, 2013), this study aims to investigate the relationship between lifestyle and attention to product packaging. food purchased, also considering the possible differences between age groups (Kuster, Vila, & Sarabia, 2019). Focusing on a sample of individuals born between 1982 and 2004, the questionnaires administered assessed the type of lifestyle conducted, the importance dedicated to food, in order to have a correct diet, and the relevance of the packaging used in the choice of products to buy. Specifically, the first aspect includes a distinction between healthy and unhealthy lifestyle, based on the frequency with which the sport is practiced, following the correct habits regarding rest activities and the hours of daily sleep and the type of nutrition education followed. The second aspect, on the other hand, examines every single element involved in adopting a correct diet, that is, purchase, preparation, cooking, consumption and disposal. Finally, the third aspect considers the importance attributed to visual and verbal stimuli reported on the packaging of the purchased food products. purchase, preparation, cooking, consumption and disposal. Finally, the third aspect considers the importance attributed to visual and verbal stimuli reported on the packaging of the purchased food products. purchase, preparation, cooking, consumption and disposal. Finally, the third aspect considers the importance attributed to visual and verbal stimuli reported on the packaging of the purchased food products.
Advertising message The results first reveal a relationship between a correct sleep-wake cycle and a high attention to the type of diet followed, showing how wanting to have a healthy lifestyle also concerns the choice of which foods are consumed. Furthermore, the data confirm that consumers take into consideration the type of packaging used before deciding whether or not to purchase a certain food product and that this is all the more true for those who fall into the category of young adults rather than for teenagers of the present study.
In conclusion, what emerged must urge the food industry to invest in improving the visual and verbal elements shown on the packaging of their products, if it is to achieve an increase in sales, as well as a spread of education based on a healthy food culture . The consumer, inclined to purchase products that inspire trust and safety, will thus be encouraged to lead a healthy lifestyle and will have greater awareness of the benefits that proper nutrition brings in terms of health.