We aimed to address environmental concerns through a food-based approach by promoting soy meat products as an ethical food with a low environmental impact. We surveyed 103 female university students regarding their impressions of soy meat packaging. In samples where the background color was changed to 10 different bright tones, orange received high ratings for "appetite," "purchase intention," and "healthy," and green was highly rated for "contribution to the environment." In a sample featuring 12 tones of orange, soft tone received high ratings for "appetite," "purchase intention," and "contribution to the environment," and light grayish tone was highly rated for "healthy." Hue comparisons of the background colors of samples with different amounts of content (one content: hamburger, two contents: hamburger and soybeans, or three contents: hamburger, soybeans, and soybean field) found that orange consistently received high ratings for "appetite" and "purchase intention," and green was highly rated for "healthy" and "contribution to the environment." Our findings suggest that different hues, tones, and content impressions in packaging design effectively promote soy meat products.
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