The Influence Of Sustainable Packaging On Consumers’ Willingness To Buy Healthy Food

Sustainable packaging has been a major topic of discussion in the sustainability and marketing literature,and its role in packaged consumer goods,particularly health foods,is particularly important.On this topic,previous research has shown that packaging is an important information driver in food evaluation because its shape,color,and materials implicitly generate inferences about its contents,such as taste or calories,factors that also contribute to consumers’ purchasing decisions.With the continuous growth of China’s per capita income,the diet of residents has also undergone great changes,and the problems of health and obesity have gradually emerged,which makes people pay more attention to health and body control,join the group of maintaining health and fat loss,and form a tendency of healthy diet,which makes the health food more and more attention.Are consumers equally willing to buy sustainably packaged healthy foods and unsustainably packaged healthy foods? What about the process mechanisms that influence consumers’ willingness to buy?This paper firstly sorted out the concepts of sustainability,sustainable packaging,healthy eating tendency,healthy food and purchase intention.Secondly,based on the halo effect and dual processing model,it explored the influence mechanism of sustainable packaging on consumers’ purchase intention of healthy food and made relevant hypotheses based on this.Finally,362 pieces of data collected from two online experiments were used to demonstrate the impact of packaging sustainability on consumers’ willingness to buy healthy food.In this study,this paper shows that healthy food with sustainable(versus non-sustainable)packaging is considered to be more satisfying to consumers,because the quality of food with sustainable packaging is considered to be higher.When consumers have a healthy eating tendency(versus non-healthy eating tendency),consumers are more willing to buy it.This paper extends the current research on the effect of packaging attributes on consumers’ perceived food properties,finds the halo effect that sustainable packaging can increase consumers’ perceived quality of healthy food,and explains and empirically analyzes the internal mechanism of the effect of the sustainability of healthy food packaging on consumers’ purchase intention.Perceived quality mediates this process.It is proposed and demonstrated that the influence of sustainability of food packaging on consumers’ willingness to buy healthy food is situational,and whether consumers have healthy eating tendency regulates this influence,which expands the research boundary.It also shows how marketers can strategically use sustainable packaging design to influence consumers’ purchase intentions and achieve the marketing results they want.