Ítem
Acceso Abierto
The role of packaging design in influencing consumer psychology in the organic food market: impacts on sales growth.
Título de la revista
Autores
Umaña Arenas, Mariana
Fecha
2025-06-20
Directores
Normandie, EM
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Título del volumen
Editor
Universidad del Rosario
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Resumen
El presente documento está orientado a la formulación y planeación del proyecto de investigación sobre el impacto de la Psicología del Consumidor en el crecimiento de las ventas dentro de la industría de alimentos orgánicos.
Abstract
In the context of a growing demand for healthily and ethically produced products, the organic food industry has experienced significant growth. The present thesis discusses the application of packaging design as a psychological and commercial tool within this industry, specifically how visual and informational cues influence consumer perception, trust, and purchasing behaviour, and in that way, sales growth. Based on consumer psychology theory, emotional marketing, and behavioural economics theory, the research examines how elements such as colour, typography, texture, and labelling can influence cognitive and emotional responses to organic food products. A mixed-methods design was employed, combining survey research, focus groups, and physiological emotion measurement through facial recognition software. The study enlisted 900 respondents in Paris to determine consumer behaviour, reactions to packaging differentials, and the impact of psychological stimuli. Analytic techniques of clustering, sentiment analysis, and random forest modelling gave an extensive perspective of how visual cues impact perception and purchase. Studies indicate that packaging design significantly affects brand trust, product evaluation, and purchase intention. Emotional and ethical cues, such as certifications, storytelling, and sustainability communication, enhance consumer attachment and justify premium prices. Visual brand consistency across product lines, in turn, supports recognition and underlies long-term sales growth. This study contributes to marketing strategy in the organic food sector by demonstrating that packaging is an active key-driver in the consumer experience, shaping brand impressions and boosting buying decisions. The study demonstrate the need to align design attributes with consumer values in order to achieve differentiation and long-term competitive success.
Palabras clave
Diseño de empaque , Psicología del Consumidor , Mercado de alimentos orgánicos , Crecimiento de ventas
Keywords
Packaging design , Consumer psychology , Organic food market , Sales growth
