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...

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Autores: Hernández Salueña, Begoña, Elso, Paula, Sáenz Gamasa, Carlos, Marín Arroyo, Remedios
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
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spelling Conveying organic character with a label: the role of color in the packaging of organic yogurtHernández Salueña, BegoñaElso, PaulaSáenz Gamasa, CarlosMarín Arroyo, RemediosColorLabel designOrganicPurchase intentYogurtBACKGROUND: 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.WileyCienciasAgronomía, Biotecnología y AlimentaciónZientziakAgronomia, Bioteknologia eta ElikaduraInstitute on Innovation and Sustainable Development in Food Chain - ISFOODUniversidad Pública de Navarra / Nafarroako Unibertsitate Publikoa2025info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/mswordhttps://hdl.handle.net/2454/55450reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad Pública de NavarraInglés© 2025 The Author(s). Journal of the Science of Food and Agriculture published by John Wiley & Sons Ltd on behalf of Society of Chemical Industry. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/554502026-06-17T12:41:47Z
dc.title.none.fl_str_mv Conveying organic character with a label: the role of color in the packaging of organic yogurt
title Conveying organic character with a label: the role of color in the packaging of organic yogurt
spellingShingle Conveying organic character with a label: the role of color in the packaging of organic yogurt
Hernández Salueña, Begoña
Color
Label design
Organic
Purchase intent
Yogurt
title_short Conveying organic character with a label: the role of color in the packaging of organic yogurt
title_full Conveying organic character with a label: the role of color in the packaging of organic yogurt
title_fullStr Conveying organic character with a label: the role of color in the packaging of organic yogurt
title_full_unstemmed Conveying organic character with a label: the role of color in the packaging of organic yogurt
title_sort Conveying organic character with a label: the role of color in the packaging of organic yogurt
dc.creator.none.fl_str_mv Hernández Salueña, Begoña
Elso, Paula
Sáenz Gamasa, Carlos
Marín Arroyo, Remedios
author Hernández Salueña, Begoña
author_facet Hernández Salueña, Begoña
Elso, Paula
Sáenz Gamasa, Carlos
Marín Arroyo, Remedios
author_role author
author2 Elso, Paula
Sáenz Gamasa, Carlos
Marín Arroyo, Remedios
author2_role author
author
author
dc.contributor.none.fl_str_mv Ciencias
Agronomía, Biotecnología y Alimentación
Zientziak
Agronomia, Bioteknologia eta Elikadura
Institute on Innovation and Sustainable Development in Food Chain - ISFOOD
Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
dc.subject.none.fl_str_mv Color
Label design
Organic
Purchase intent
Yogurt
topic Color
Label design
Organic
Purchase intent
Yogurt
description 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.
publishDate 2025
dc.date.none.fl_str_mv 2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/55450
url https://hdl.handle.net/2454/55450
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
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application/msword
dc.publisher.none.fl_str_mv Wiley
publisher.none.fl_str_mv Wiley
dc.source.none.fl_str_mv reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
instname:Universidad Pública de Navarra
instname_str Universidad Pública de Navarra
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