Matte matters: when matte packaging increases perceptions of food naturalness

Eva Marckhgott () and Bernadette Kamleitner ()
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Eva Marckhgott: Vienna University of Economics and Business (WU)
Bernadette Kamleitner: Vienna University of Economics and Business (WU)

Marketing Letters, 2019, vol. 30, issue 2, No 4, 167-178

Abstract: Abstract Matte surfaces, that is, those that are dull or lusterless not glossy and shiny, are a current trend in packaging. But does packaging surface affect what consumers think about the product inside it? We focus on consumers’ perception of packaged food products at the point of sale. Using three experiments, we show that food in matte packaging can be perceived as more natural. Notably, the effect of matte packaging only holds for rather artificial products. When matte packaging increases perceptions of product naturalness, consumers also expect the product to be tastier and are more likely to buy it.

Keywords: Packaging; Matte surface; Glossy package; External cue; Perceived naturalness; Tastiness (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11002-019-09488-6

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