The impact of packaging color and sustainable labels on perceived food healthfulness

This study investigates the impact of packaging color on consumers’ healthfulness perceptions, comparing dark brown, transparent, and green glass bottles for olive oil in the Italian market. Results indicate that dark brown packaging significantly enhances perceived healthfulness and authenticity, as darker shades are associated with higher product authenticity. This effect is stronger when paired with the EU organic certification rather than the PDO label. Transparent packaging ranks second, while green is the least effective. These findings highlight the crucial role of packaging design in shaping consumer choices, offering valuable insights for marketing strategies aimed at promoting healthier consumption habits.