Matte matters: When matte packaging increases perceptions of food naturalness

Marckhgott, Eva and Kamleitner, Bernadette ORCID: (2019) Matte matters: When matte packaging increases perceptions of food naturalness. Marketing Letters. pp. 1-12. ISSN 0923-0645

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

Download (1MB)


Matte surfaces, that is, those that are dull or lusterless not glossy and shiny, are a current trend in packaging. But does packaging surface affect what consumers think about the product inside it? We focus on consumers' perception of packaged food products at the point of sale. Using three experiments, we show that food in matte packaging can be perceived as more natural. Notably, the effect of matte packaging only holds for rather artificial products. When matte packaging increases perceptions of product naturalness, consumers also expect the product to be tastier and are more likely to buy it.

Item Type: Article
Keywords: Packaging, Matte Surface, Glossy package, External cue, Perceived naturalness, Tastiness
Divisions: Departments > Marketing > Marketing und KonsumentInnenforschung
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 25 Jun 2019 13:55
Last Modified: 30 Oct 2019 14:59
Related URLs:


View Item View Item


Downloads per month over past year

View more statistics