The satiating power of sustainability: the effect of package sustainability on perceived satiation of healthy food

Abstract

PurposeThis research investigates the influence of package sustainability on food satiation perception.Design/methodology/approachResearch hypotheses were tested through three experimental studies.FindingsThree experimental studies show that food quality is associated to higher perceived food satiation (preliminary study); that a food packaged in a sustainable package is perceived as more satiating than the same food packaged in a non-sustainable package and that this effect is explained by the higher perceived quality triggered by the presence of a sustainable package (Study 1); and that the positive relationship between higher perceived quality and perceived satiation is verified only for healthy but not for unhealthy foods (Study 2).Originality/valueThe present research advances knowledge on the highly debated issue of sustainable food packages. By proposing that consumers might perceive a healthy food presented in a sustainable package as more satiating, the authors show another extrinsic packaging cue modifying consumers' perception, namely package sustainability.