Skip to main content


Weitere Artikel dieser Ausgabe durch Wischen aufrufen

12.04.2019 | Ausgabe 2/2019 Open Access

Marketing Letters 2/2019

Matte matters: when matte packaging increases perceptions of food naturalness

Marketing Letters > Ausgabe 2/2019
Eva Marckhgott, Bernadette Kamleitner
Wichtige Hinweise

Publisher’s note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.


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.
Über diesen Artikel

Weitere Artikel der Ausgabe 2/2019

Marketing Letters 2/2019 Zur Ausgabe