ISSN: 2222-6990
Open access
This research explores the influence of packaging design on children's food choices, with a specific focus on the Chinese market. In today’s consumer-driven world, food packaging plays a critical role in shaping purchasing decisions, particularly for young consumers. Children are especially susceptible to visual stimuli, and packaging can significantly impact their food preferences, both positively and negatively. This study aims to examine how packaging elements such as colors, characters, typography, and graphics affect children's choices in food products, contributing to both their dietary habits and overall brand engagement. A qualitative research approach was employed through in-depth interviews with parents, children, and food marketing experts to gain a comprehensive understanding of the perceptions and preferences related to children's food packaging. The interview data revealed key insights into how various packaging elements attract children's attention, influence their food requests, and ultimately shape their eating behaviors. Moreover, the interviews with experts provided professional perspectives on the marketing strategies used in designing children's food packaging within the Chinese market. The significance of this study lies in its potential to inform both marketers and policymakers about the effects of packaging design on children's food choices, contributing to discussions on healthier food promotion. Understanding the persuasive power of packaging design can lead to more responsible marketing practices and support initiatives to curb unhealthy eating habits among children. Additionally, this research can serve as a foundation for future studies focused on the ethical considerations of food marketing to young consumers, particularly in regions experiencing rapid market expansion and evolving dietary trends, such as China.
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