Conveying organic character with a label: the role of color in the packaging of organic yogurt
BACKGROUND: this work evaluates the influence of label color in consumers’ perception of ‘organic’ in plain organic yogurt.Five labels were specifically designed for this purpose, using recurring hues and images found in a preliminary study of thepackaging of 86 organic yogurts in six European countri...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universidad Pública de Navarra |
| Repositorio: | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| OAI Identifier: | oai:academica-e.unavarra.es:2454/55450 |
| Acceso en línea: | https://hdl.handle.net/2454/55450 |
| Access Level: | acceso abierto |
| Palabra clave: | Color Label design Organic Purchase intent Yogurt |
| Sumario: | BACKGROUND: this work evaluates the influence of label color in consumers’ perception of ‘organic’ in plain organic yogurt.Five labels were specifically designed for this purpose, using recurring hues and images found in a preliminary study of thepackaging of 86 organic yogurts in six European countries. Through online surveys, 124 Spanish respondents participated inan experiment structured in three parts: selection of terms that apply to each label to find out color subjective associationsusing check-all-that-apply (CATA) methodology, evaluation of purchase intent and ranking of the designs according to theircloseness to the ‘organic’ concept. RESULTS: organic yogurt is regarded as healthy, homemade and a high-quality product. Green labels are viewed as the most‘organic’, ranked in first place in all positive attributes and best rated in purchase intent. Among green labels, that with a greenlandscape conveys superior expectations of pleasant sensory experiences. Black and multicolored dotted labels are regarded asunconventional for this product and are less liked. A blue label is generally well considered, but respondents tend to place it inintermediate positions. Consumers’ purchase intent coincides with the ranking according to their ‘organic’ character. Further-more, purchase intent scores are accurately predicted by a strong linear relationship (R2 = 0.9992) with the average citationfrequency of positive CATA terms. CONCLUSION: for organic yogurt, label designs based on green colors, possibly containing evocative images, better expressthe idea of organic and its related positive attributes, enhancing consumers’ expectations and purchase intent. |
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