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Communication dans un congrès

L'impact de la transparence et de la texture d'un produit alimentaire sur sa salubrité et la confiance envers le produit

Résumé : Consumers have witnessed several food safety incidents over the past decades, which led them to become more health conscious. In fact, consumers are worrying more and more about what they eat and drink resulting in a growing demand to see the product before making a decision. The results of our study show that there is a significant impact of transparent packaging on perceived healthiness, brand trust,  the attitude toward the product and purchase intent (the impact on the pleasure is not significant + 2 double mediation). Moreover, according to the results, there is a significant impact of the visual product texture on the brand trust. The study uses a 3 (Opaque packaging, semi transparent packaging and transparent packaging) x 2 (smooth texture vs. rough texture) experimental design on an apple sauce. The impact of transparent packaging on purchase intent is mediated by the perceived healthiness of the product, perceived quality and brand trust. In addition, the rougher the texture of the product is, the more consumers trust it.
Type de document :
Communication dans un congrès
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https://hal.univ-angers.fr/hal-02558969
Contributeur : Okina Université d'Angers <>
Soumis le : jeudi 30 avril 2020 - 03:12:22
Dernière modification le : lundi 6 juillet 2020 - 15:39:34

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  • HAL Id : hal-02558969, version 1
  • OKINA : ua19910

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Citation

Sofia Laraichi. L'impact de la transparence et de la texture d'un produit alimentaire sur sa salubrité et la confiance envers le produit. Quatorzième Journée AFM du Marketing Agroalimentaire, 2019, Montpellier, France. pp.5. ⟨hal-02558969⟩

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