IDEAS home Printed from https://ideas.repec.org/a/ags/ijofsd/346727.html
   My bibliography  Save this article

The Influence of Infant Food Packaging Design on Perceptions of Kenyan Consumers: Conjoint Analysis Combined with Eye Tracking

Author

Listed:
  • Cramer, Ina
  • Schröter, Iris
  • Roba, Diba Tabi
  • Wario, Hussein Tadicha
  • Mergenthaler, Marcus

Abstract

Locally produced, healthy and affordable foods for children based on traditional recipes have the potential to improve the high rates of child malnutrition in Africa's drylands. Professional, informative packaging is needed for women's groups producing such foods to access the formal market. To identify suitable packaging designs, a conjoint experiment was combined with eye tracking. 16 packaging designs were created (D-efficient design), randomly displayed and rated for attractiveness by 98 participants. Overall, the results suggest that packaging designs for children's foods that include food safety symbols and detailed nutritional information could help Kenyan consumers build trust in the product being offered. Consumers gain information from images showing the product's ingredients and a logo composed of the colours of the Kenyan flag. The image of a cute cartoon animal helps consumers identify the product as a children's food.

Suggested Citation

  • Cramer, Ina & Schröter, Iris & Roba, Diba Tabi & Wario, Hussein Tadicha & Mergenthaler, Marcus, 2023. "The Influence of Infant Food Packaging Design on Perceptions of Kenyan Consumers: Conjoint Analysis Combined with Eye Tracking," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 14(04), December.
    • Handle: RePEc:ags:ijofsd:346727
    DOI: 10.22004/ag.econ.346727
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/346727/files/THE%20INFLUENCE%20OF%20INFANT%20FOOD%20PACKAGING%20DESIGN.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.346727?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Botshabelo Kealesitse & Ivy Ontlametse Kabama, 2012. "Exploring the Influence of Quality and Safety on Consumers¡¯ Food Purchase Decisions in Botswana," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 3(2), pages 90-97, March.
    2. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tingqiang Chen & Lei Wang & Jining Wang & Qi Yang, 2017. "A Network Diffusion Model of Food Safety Scare Behavior considering Information Transparency," Complexity, Hindawi, vol. 2017, pages 1-16, December.
    2. Xin Shen & Xun Cao & Sonia Sadeghian Esfahani & Tayyaba Saleem, 2022. "Factors Influencing Consumers’ Purchase Intention on Cold Chain Aquatic Products under COVID-19: An Investigation in China," IJERPH, MDPI, vol. 19(8), pages 1-14, April.
    3. Raja Kifaya & Daniele Rama, 2023. "Determinants of organic tunisian purchasing behaviour: an application of the consumption values theory," Italian Journal of Marketing, Springer, vol. 2023(2), pages 161-177, June.
    4. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    5. Sun, Bohan & Gao, Ke & Liu, Shuai & Wei, Qiaoqiao & Wang, Hui, 2023. "Assessing the performance and economic viability of solar home systems: A way forward towards clean energy exploration and consumption," Renewable Energy, Elsevier, vol. 208(C), pages 409-419.
    6. Syed Tauqeer Ahmed Hashmi & Fahim Raees & Mirza Mahmood Baig, 2023. "A Study of Solar Power Usage in the Southern Region of Pakistan," Sustainability, MDPI, vol. 15(21), pages 1-17, October.
    7. Zeng, Shihong & Tanveer, Arifa & Fu, Xiaolan & Gu, Yuxiao & Irfan, Muhammad, 2022. "Modeling the influence of critical factors on the adoption of green energy technologies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 168(C).
    8. Zanxin Wang & Saqib Ali & Ahsan Akbar & Farhan Rasool, 2020. "Determining the Influencing Factors of Biogas Technology Adoption Intention in Pakistan: The Moderating Role of Social Media," IJERPH, MDPI, vol. 17(7), pages 1-20, March.
    9. Abdullah Tarinc & Arif Aytekin & Ozlem Tekin Ozbek & Gozde Seval Ergün & Ali Keles & Fatih Uslu & Huseyin Keles & Ozgur Yayla, 2023. "How Do Food Neophobia and Neophilia Moderate the Effect of Local Food Quality on Dining Satisfaction and Post-Dining Behavioral Intention in the Perspective of Sustainable Gastronomy Tourism?," Sustainability, MDPI, vol. 15(12), pages 1-18, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ijofsd:346727. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/centmde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.