Package Design of Gluten-free Foods using Semantic Differential Method

Abstract

This paper sheds light on gluten-free foods and aims to quantitatively evaluate their package design impressions for enhancing the purchase intentions among potential consumers. 10 package images of gluten-free bread were presented to 109 respondents in Japan. They were asked to evaluate each package impression using semantic differential method with nine adjective pairs, resulting in 107 valid responses. The three-phase data (subjects, samples and adjectives) were obtained from the responses. Factor analysis was performed for principal factors estimation using oblique promax rotation. The results imply that a package design with mature and healthy impression may encourage purchase intention for consumers with prior buying experience of gluten-free foods. On the other hand, a package design with bright and light impression may encourage purchase intention for consumers without the purchase experience. Regardless of the purchase experience, novel package impression may enhance purchase intentions as well.