Communicating the Healthiness of Food Packaging -A Case Study of Consumers in Monrovia and Orebro

Sammanfattning: This research study pursues to further understand how packaging as a whole communicates to consumers of the Orebro municipality in Sweden and in Monrovia, Liberia. According to many research papers findings, evaluating separately elements on food packaging designs has been the main focus. On basis of the argument by Kniazeva and Belk (2017) that consumer decisions are not just based on single elements but to a large extent on the design of the packages, this research project propose the following research questions: The research project proposes the following research questions: how do consumers perceive the healthiness of a product via food packaging? And, how do different single elements versus the whole packaging design influence consumers’ understanding of a product’s health value? There were 10 respondents of the two cities to evaluate the packaging designs in a whole and compare them one-by-one looking at four snack bars. The findings overwhelmingly proved the hypothesis to be correct with nigh all 10 respondents saying looking at the whole packaging design is the best way to evaluate the health value of the product. The findings also proved that looking at the elements in separate parts was problematic for the respondents. Finally, there were no meaningful findings to indicate that respondents of the two countries were different or diverse in anyways as it relates to what and how their choices are influenced.