Signifiants sains sur les packagings alimentaires et pratiques des consommateurs brésiliens : comment les consommateurs perdus retrouvent-ils la salubrité perçue ?[Significantes saudáveis nas embalagens alimentícias e práticas dos consumidores brasileiros: como consumidores perdidos encontram a saudabilidade percebida?]

Adopting social practice theories as a framework for analyzing everyday shopping practices, this research explores how consumers combine attributes on and induced by the packaging of processed food products to form their perception of naturalness and healthiness of a food product purchased in a self-service retail. The content analysis of the verbatims of 56 interviews with brazilian consumers shows that the view of the food through the transparency and the window of the packaging is, before any other attribute, considered to evaluate the healthiness and naturalness of the product. Only in a second step does the consumer consider other attributes, such as the amount of sodium, the ingredients of the product and the material of the packaging, to form his perception.