The goal of this investigation was to expand upon research from the field of consumer behavior, with a specific focus on food product packaging and health claims. It specifically focused on how these health claims impact consumer perceptions and purchase decisions related to everyday food items. Students at Bryant University were asked to take part in a study which measured their overall health knowledge and nutritional interest. They were then presented with different variations of a product packaging label to assess its impact on their attitude towards a product. Findings indicated that both females and those who score highest on a health knowledge scale are more likely to be influenced by packaging claims. Implications for marketers are further discussed in the body of the paper.
Recommended CitationVanasse, Taylor, "How Health Claims on Product Packaging Influence Consumer Perceptions and Purchase Decisions" (2016). Honors Projects in Marketing. Paper 20.