Impact of packaging color on choice and health perception: insights from chickpeas and ravioli in Germany
Buse and Meyerding examined how packaging colour affects choice and health perception for a healthy food, chickpeas, and an unhealthy one, ravioli, in Germany. Two choice experiments tested packaging colour, label, price and origin, and an image query measured health associations with six chickpea can colours. Green raised perceived healthiness and environmental friendliness, while silver and black were seen as indicators of quality but could also make the product look less healthy. Price was the most influential factor in choice for both foods and packaging colour the least.
Buse and Meyerding examined how packaging colour affects choice and health perception for a healthy food, chickpeas, and an unhealthy one, ravioli, in Germany. Two choice experiments tested packaging colour, label, price and origin, and an image query measured health associations with six chickpea can colours. Green raised perceived healthiness and environmental friendliness, while silver and black were seen as indicators of quality but could also make the product look less healthy. Price was the most influential factor in choice for both foods and packaging colour the least.
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Buse, S., & Meyerding, S. G. H. (2025). Impact of packaging color on choice and health perception: insights from chickpeas and ravioli in Germany. Journal of Agriculture and Food Research, 19, 101690. doi:10.1016/j.jafr.2025.101690.