Department of Management

The meaning of colours in nutrition labelling in the context of expert and consumer criteria of evaluating food product healthfulness

Publication: Research - peer-reviewJournal article

DOI

  • Grażyna Wąsowicz
    Grażyna WąsowiczUniversity of WarsawPoland
  • Małgorzata Styśko-Kunkowska
    Małgorzata Styśko-KunkowskaUniversity of WarsawPoland
  • Klaus G Grunert
Qualitative and quantitative studies were conducted to explore the effect of front-of-pack nutrition labels on the perceived healthfulness of food products. Consumers were found to hold beliefs about colours and their fit to product categories that influence the assessment process. Consumers associate certain colours with product healthfulness. Yellow, blue, green and red were found to be evocative of health. Heather, pink and celadon suggested an artificial thus unhealthful product. The impact of labels on healthfulness assessment was observed only in the unhealthful category. The findings show the complexity of psychological processes in the perception of food healthfulness.
Original languageEnglish
JournalJournal of Health Psychology
Volume20
Issue number6
Pages (from-to)907-920
Number of pages14
ISSN1359-1053
DOIs
StatePublished - 2015

    Keywords

  • beliefs, food, health promotion, qualitative methods, quantitative methods

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