The Effect of Vice–Virtue Bundles on Consumers’ Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments

Abstract

Packaged foods have significantly expanded their market presence, with the utilization of vice–virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice–virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with vice–virtue bundles owing to the perception of it being healthier than vice packaged food with vice–virtue bundles. Furthermore, Experiment 3 (n = 249) employs moderated mediation analysis, uncovering that both the heightened purchase intention for vice-packaged food with vice–virtue bundles and the mediating effect of perceived healthiness are attenuated among consumers with prevention (vs. promotion) focus. Beyond contributing to theories on packaged food consumption, vice–virtue bundles, and regulatory focus theory, these findings hold practical implications for packaged food marketing, promoting rational food choices, and enhancing healthier diets.