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...
| Authors: | ; ; ; |
|---|---|
| Format: | Article |
| Status: | Published version |
| Publication date: | 2025 |
| Country: | España |
| Institution: | Universidad Pública de Navarra |
| Repository: | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| OAI Identifier: | oai:academica-e.unavarra.es:2454/55450 |
| Online Access: | https://hdl.handle.net/2454/55450 |
| Access Level: | Open access |
| Keyword: | Color Label design Organic Purchase intent Yogurt |
| _version_ | 1878739144360853504 |
|---|---|
| author | Hernández Salueña, Begoña |
| author2 | Elso, Paula Sáenz Gamasa, Carlos Marín Arroyo, Remedios |
| author2_role | author author author |
| author_browse | Elso, Paula Hernández Salueña, Begoña Marín Arroyo, Remedios Sáenz Gamasa, Carlos |
| author_facet | Hernández Salueña, Begoña Elso, Paula Sáenz Gamasa, Carlos Marín Arroyo, Remedios |
| author_role | author |
| collection | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| 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. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | ES_bbf015e85eafaa9fa005d8bfb19bf018 |
| institution | Universidad Pública de Navarra |
| instname_str | Universidad Pública de Navarra |
| network_acronym_str | ES |
| network_name_str | España |
| oai_identifier_str | oai:academica-e.unavarra.es:2454/55450 |
| publishDate | 2025 |
| publishDateSort | 2025 |
| publisher | Wiley |
| publisherStr | Wiley |
| reponame_str | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| spelling | Conveying organic character with a label: the role of color in the packaging of organic yogurt Hernández Salueña, Begoña Elso, Paula Sáenz Gamasa, Carlos Marín Arroyo, Remedios Color Label design Organic Purchase intent 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 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. Wiley https://hdl.handle.net/2454/55450 |
| 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 |
| status_str | publishedVersion |
| title | 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_short | 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 |
| topic | Color Label design Organic Purchase intent Yogurt |
| topic_facet | Color Label design Organic Purchase intent Yogurt |
| url | https://hdl.handle.net/2454/55450 |