A content analysis of organic product package designs

Author:

Chrysochou Polymeros,Festila Alexandra

Abstract

Purpose Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products? This paper aims to address this question by exploring the package design elements of organic products. The proposition is that in addition to package design elements that explicitly communicate and position a product as organic (i.e. organic labels and claims), other package design elements that implicitly convey an organic image are used. Design/methodology/approach The authors conduct a content analysis of the package designs from new product launches in four product categories (butter, cereals, fruit juice and milk) and across four markets (Austria, Denmark, Sweden and Switzerland). Findings The results show that the package designs of organic products differ from those of conventional products based on the presence of more paper material, white and green colours and images displaying nature. Research limitations/implications The findings support the notion that in addition to organic labels and claims, package design elements that implicitly communicate values associated with organic products, such as environmental friendliness and sustainability are used. Originality/value This study is among the few to explore package design elements for organic products. Understanding how the package designs of organic products are constructed can support managerial decisions on the use of the package as a means to better communicate and position organic products.

Publisher

Emerald

Subject

Marketing,Business and International Management

Reference39 articles.

1. Consumer perceptions of product packaging;Journal of Consumer Marketing,2006

2. The effects of organic labels on global, local, and private brands: more hype than substance?;Journal of Business Research,2012

3. Seeking the ideal form: product design and consumer response;Journal of Marketing Theory and Practice,1995

4. Health-related ad information and health motivation effects on product evaluations;Journal of Business Research,2014

5. Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design;Journal of Marketing Management,2007

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3