The Impact Of Package Color Saturation On The Purchasing Intention Of Restrained Eaters

The food package designing is one of the most useful approaches to improve the purchase intention of consumers,and is also one of the undisputed determinants of product success.Exposed to numerous of foods,it is generally accepted that consumers often simplify the food purchase decision through visual clues brought by the food packages,especially the color cues of the package.Because these elements affect the judgment of consumers to the physical property,components,taste,and functional value,etc.of foods.Furthermore,those who care healthy seriously and restrained eaters are more significantly influenced by this effect.Besides,because of great enrichment of food,the obesity rate has risen sharply,and the number of restrained eaters has been increased remarkably.Studying the effects of food package color saturation on the purchase intention of restrained eaters has become a way to optimize the food packaging design of food producers and it also helps restrained eaters to achieve weight control goals.Based on the literature of the influence of food package color saturation on purchase intention of restrained eaters and their purchase characteristics,this paper explored the purchase intension of restrained eaters through three experiments.Experiment 1 mainly verified the existence of the main effect of food packaging color saturation on the purchase intention of restrained eaters;Experiment 2 replaced the experimental materials to verify the significance of the main effect again and proved the mediate effect of the ambivalence attitude of restrained eaters;Experiment 3 mainly studied the interaction effects of different food types and food package color saturation on the purchase intention of restrained eaters.The experimental results demonstrated that:(1)food package color saturation had a significant impact on the purchase intention of restrained eaters,that is,restrained eaters had a stronger purchase intention in low-saturation packaged foods than high-saturated packaged foods;(2)The food package color saturation affected the intensity of ambivalence attitudes of restrained eaters,as a mediating role on the main effect;(3)food types and food package color saturation had a significant interactive effect on the purchase intention of restrained eaters:only when they purchased hedonic foods,the food package color saturation would influence the purchase intention of restrained eaters;namely,the high-saturation color packaged foods lead to a lower purchase intention,and low-saturation color package resulted in a significant increase in purchase intention.This paper analyzed the effect of food package color saturation on the purchase intention of restrained eaters,exploring the mediating role of ambivalence attitudes of restrained eaters and the moderating effects of food types.It further extended the research on the related academic theories such as the influence of food packaging color saturation on purchase intention and the purchase intention of restrained eaters.In practice,food manufacturers were advised on packaging design:using the low-saturation food package to better obtain the favor of restrained eaters to further occupy the market segment.