A Study on the Effect of Artificial Light Environment on Consumers’ Purchase Intention for Fruits

In order to verify the influence of environmental light on consumers’ purchase intention for the fresh agricultural products such as fruits, a series of experiments were designed in the study. two groups of experiments were carried out. By experiment 1, we found that the most important factors when consumers buy fruit are freshness, price and maturity and their evaluations of the fruits’ freshness and maturity are related to the environmental light around the fruits. In experiment 2, five fruits with different color are selected and the luminance, hue and purity of the environmental light around the fruits are adjusted to five uniformly levels respectively based on the normal sunlight (5500 K, 800 lx) as stimuli. 140 college students were recruited to score according to their purchase intention when they saw the fruits under different lights. Then the three groups of data were tested for homogeneity of variance and one-way ANOVA. The results shows: The consumers’ purchase intentions show an inverted “U” curve under the change of luminance and hue. Under the condition of medium brightness and slightly warm color light, the consumers’ purchase intention is stronger and the effect is affected by the diffuse color of fruit.