A content analysis of organic product package designs

Polymeros Chrysochou · Alexandra Festila

40 citations0/0 files storedJournal of Consumer Marketing

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Consumer Packaging Perceptions and Trends Organic Food and Agriculture Consumer Attitudes and Food Labeling

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.

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References

1977Content Analysis in Consumer Research 1995Seeking the Ideal Form: Product Design and Consumer Response 1991Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity 2007The importance of packaging attributes: a conjoint analysis approach 2008Holistic Package Design and Consumer Brand Impressions 1998The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs 2004Packaging and purchase decisions 2006Consumer perceptions of product packaging

Cited by

2023In the nexus of sustainability, circular economy and food industry: Circular food package design 2022Natural claims and sustainability: The role of perceived efficacy and sensorial expectations 2024Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives 2022Win Big with Small: The Influence of Organic Food Packaging Size on Purchase Intention 2025The Package Says More Than a Thousand Words: The Effect of Eco‐Labelling and Package Material on Consumer's Purchase Intentions

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