How does the colour of packaging influence consumer willingness to purchase plant-based meat products?
When you’re out buying food, what draws you to a product? Is it the image on the packet? The appearance of the food, if you can see it? Or the colour of the packaging?
New research conducted by ProVeg International’s Institutional and Corporate Engagement team takes a deep dive into packaging, exploring the psychology of colour for plant-based meat products.
The exciting report reveals the influence of packaging colour on consumer perceptions, and their willingness to engage with meat alternatives.
To find out more ahead of publication, we chatted to research lead, Ajsa Spahic, Project Coordinator at ProVeg International.
Watch the 14-minute interview to get a sneak peek into the report, and uncover key findings, practical implications, and future directions.
Stay tuned for the official report publication in the coming weeks and accompanying materials.