Perception of Naturalness of Food Packaging and Its Role in Consumer Product Evaluation

The aim of this article is to understand the concept of food "naturalness," as it is perceived by the consumer via the packaging. The research is based on a qualitative study from which three types of experimental packaging were constructed (emotional, functional, and mixed) and a quantitative study carried out on 163 French consumers. The research identified two dimensions of food naturalness and related them to credibility, attractiveness, quality, and purchase intention, with differences according to the three types of packaging tested. The highlighting of their role in the perception of the naturalness of a food product should help managers to avoid overexposure of the concept.