Packaging novelty in organic foods: enhancing consumer appeal through innovative design

Purpose This study aims to investigate the effect of packaging novelty on the purchase intention of organic food, as well as the moderating role of product claims, to construct a theoretical framework and to fill in the gaps. Design/methodology/approach Data were collected through the use of two independent experimental studies aimed at exploring the effects of packaging novelty and product claims on consumers’ willingness to purchase organic foods. Findings Two studies demonstrate that packaging novelty in organic food can influence consumers’ purchase intentions. Specifically, Study 1 conducted an experiment using real brands and found that organic food with novel packaging increased consumers’ purchase intentions compared to those without novel packaging, mediated by perceived product innovativeness. Study 2 confirmed the identified moderating role of product appeals. For egoistic claims products, consumers favored organic food products with novel packaging, while for altruistic claims products, they favored those without novel packaging. Originality/value This research expands our understanding of packaging novelty in the context of organic foods, elucidating mediating mechanisms and boundary conditions that influence consumer behavior. It also offers insights into new avenues for organic food packaging design and marketing strategies.