Natural food: Influence of tactile characteristics of packaging

29 February 2016

For her Master thesis at the University of Twente NL, Marie-Luise Peters investigated whether a change in tactile characteristics of muesli packaging and sensory presentation type affects consumers’ perception of naturalness.
The results revealed that natural tactile characteristics positively influenced perceived naturalness and marginally product liking. Naturalness positively predicted perceived quality, product liking and purchase intention. These findings highlight that naturalness can be communicated through food packaging with the help of tactile characteristics to positively influence consumer evaluations. The results could have important implications for food packaging designers.
Click here for the thesis (1 MB).
Click here for more information about the NVC Chair Packaging Design and Management at the University of Twente.

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