IS IT A HEALTHY PRODUCT? THREE DIFFERENT APPROACHES TO APPRECIATE THE HEALTHY CHARACTER OF A FOOD PRODUCT ON THE BASIS OF ITS PACKAGING

CE PRODUIT EST-IL SAIN ? Trois approches pour appréhender le caractère sain d’un produit alimentaire à partir de son packaging

Nathalie Guichard () and Isabelle Muratore ()
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Nathalie Guichard: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne

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Abstract: Is this food product healthy? The objective of this article is to compare three types of approach based, first, on the dietetic value of the products, the second, on the consumer perception of the healthy character through the observation of packaging and, finally, on the semiotic analysis of the packaging. The comparative analysis of these three approaches is carried out through the basis of a «dietetic healthy score», a «perceived healthy score» and a «signified healthy score». In particular, it shows that a strong meeting point of scores perceived and signified.

Keywords: Healthy; Packaging; Semiotic analysis; Sain; Analyse sémiotique (search for similar items in EconPapers)
Date: 2011
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Published in Décisions Marketing, 2011, 61, pp.55-66

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02486304

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