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식품 패키지 색의 채도가 탐닉적 식품의 구매의도에 미치는 영향

The Saturation of the Color of Food Packaging Influences the Purchase Intention of Indulgent Food

한영지|장하원
한국소비문화학회|2024.03|소비문화연구 (Journal of Consumption Culture)|제27권 제1호|pp. 33-50|DOI 10.17053/jcc.2024.27.1.003

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참고문헌

키워드

채도Color색Saturation탐닉적 식품정서적 일치가설Indulgent foodAffect Confirmation Hypothesis

초록

식품 패키지 디자인은 식품에 대한 소비자의 구매의도에 영향을 미친다. 본 연구는 식품 패키지의 색 채도가 유쾌함과 소비의 기대 즐거움을 통해 해당 식품에 대한 구매의도에 미치는 영향이 식품 유형(탐닉적 vs. 건강)에 따라 달라지는 과정을 검증하였다. 구체적으로 탐닉적 식품의 경우 패키지의 색 채도가 높은 경우 낮은 경우에 비해 소비자가 유쾌함을 더 느끼고 소비에 대한 기대 즐거움이 증가하며, 해당 식품에 대한 구매의도가 높아지는 것을 확인하였다. 반면에 건강 식품의 경우 소비자가 느끼는 유쾌함이 소비의 기대 즐거움으로 이어지지 않는 것으로 확인하였다. 본 연구는 색상이 소비자 행동에 미치는 연구에 대한 이해를 높이며 동시에 색상이 식품 소비에 미치는 영향을 연구함으로써 식품 소비 관련 문헌에도 기여한다.

Abstract

The design of food packaging affects consumers' purchasing intentions for food. This study verifies the impact of the color saturation of food packaging on the purchase intention of the respective food through the enjoyment and anticipated pleasure of consumption, depending on the type of food (indulgent vs. healthy). Specifically, for indulgent food, it was confirmed that consumers feel more enjoyment and experience an increase in anticipated pleasure of consumption when the color saturation of the package is high compared to when it is low, leading to a higher purchase intention for that food. On the other hand, for healthy food, it was found that the enjoyment perceived by consumers does not translate into an increase in anticipated pleasure of consumption. This study enhances understanding of the impact of color on consumer behavior and contributes to the literature on food consumption by researching the influence of color on food consumption.

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