Come Across with Organic Benefits

Shoppers for organic packed goods carefully scrutinize what’s written and pictured on those packages. Is that why researchers at Leibniz Universität Hannover found that such shoppers are willing to pay more for organic items when the container is aligned horizontally rather than vertically? Is it because the text is easier to read and pictures easier to appreciate when the lines are long instead of tall? Consumers are able to process a greater amount of information with a higher degree of fluency.
     The study results support that explanation and find there’s more to it. People generally select foods for both hedonic and utilitarian value. We want it to taste good and to fulfill some function such as easing our hunger or maintaining our health. Shoppers for organic foods place special emphasis on the utilitarian values of quality nourishment and environmental sustainability. Their willingness to pay is based on appreciation for the utilitarian benefits, and utilitarian benefits are more compelling when easy to decode.
     In the study, utilitarian value was measured with scales that had anchors ineffective/effective, unhelpful/helpful, not functional/functional, unnecessary/necessary, and impractical/practical. Horizontal packaging alignment positively influenced the rating of utilitarian value, and this rating positively influenced how much the consumer would be willing to pay for the product, which in the study was organic sesame crackers.
     In the studies, there was no clear evidence that the horizontal or vertical orientation of the package influenced willingness to purchase. In other studies, bold package colors persuaded people to consider making the purchase, but those seeking healthy foods were willing to pay more when the package colors were bland.

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Go Bold or Au Naturel for Packaging Healthy 

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