Hälsa som marknadsföringsstrategi? En studie om hur förpackningsdesign påverkar upplevd smak och hälsa trots identiskt innehåll
(2026) FEKH29 20252Department of Business Administration
- Abstract (Swedish)
- Sammanfattning
Titel: Hälsa som marknadsföringsstrategi? En studie om hur förpackningsdesign påverkar upplevd smak och hälsa trots identiskt innehåll.
Seminariumdatum: 2026-01-15.
Kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring.
Författare: Josefina Bergström, Alice Borgh och Danielle Majstorovic.
Handledare: Clara Gustafsson.
Syfte: Syftet med denna studie är att undersöka hur smak- respektive hälsofokuserad förpackningsdesign påverkar konsumenters bedömningar och prioriteringar mellan smak och hälsa, samt hur dessa varierar beroende på konsumenters grad av hälsomedvetenhet.
Forskningsfråga: Kan designen av livsmedelsförpackningens framsida påverka konsumenters uppfattning av produktens hälsosamhet... (More) - Sammanfattning
Titel: Hälsa som marknadsföringsstrategi? En studie om hur förpackningsdesign påverkar upplevd smak och hälsa trots identiskt innehåll.
Seminariumdatum: 2026-01-15.
Kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring.
Författare: Josefina Bergström, Alice Borgh och Danielle Majstorovic.
Handledare: Clara Gustafsson.
Syfte: Syftet med denna studie är att undersöka hur smak- respektive hälsofokuserad förpackningsdesign påverkar konsumenters bedömningar och prioriteringar mellan smak och hälsa, samt hur dessa varierar beroende på konsumenters grad av hälsomedvetenhet.
Forskningsfråga: Kan designen av livsmedelsförpackningens framsida påverka konsumenters uppfattning av produktens hälsosamhet och förväntade smak trots identisk innehåll, och hur varierar detta beroende på konsumenters grad av hälsomedvetenhet?
Teoretiska perspektiv: Det teoretiska ramverket utgår från Halo-effekten, Smak- och hälsa konflikten, Förpackningens utformning, Expertis och Hälsomedvetenhet. Dessa utgör grunden för studiens hypoteser och analys.
Metod: Uppsatsen utgår från en kvantitativ forskningsstrategi med deduktiv forskningsansats i form av en tvärsnittsstudie. Data samlades in via en webbenkät där respondenterna exponerades för två manipulerade förpackningsdesigner med samma produktinnehåll. Datamaterialet analyserades med deskriptiv statistik och hypotesprövande tester.
Empiri: Det empiriska underlaget består av enkätdata som mäter respondenternas hälsomedvetenhet samt deras bedömningar av upplevd smak och hälsosamhet för två alternativ. Bar 1 fokuserar på smak (F1) och Bar 2 fokuserar på hälsa (F2). Enkäten inkluderade även en hypotetisk köpsituation där respondenternas val och prioritering mellan hälsa och smak undersöktes.
Resultat: Fem hypoteser bekräftas och två förkastas. Resultatet indikerar att förpackningsdesignen har en påverkan och varierar beroende på respondenternas hälsomedvetenhet.
Slutsats: Studien visar att förpackningsdesign kan fungera som ett självständigt beslutsunderlag och forma konsumenters uppfattningar om hälsa och smak trots identiskt produktinnehåll. Resultaten fördjupar förståelsen för hälsomedvetenhet som en förklarande mekanism, där mindre hälsomedvetna konsumenter i högre grad använder förpackningssignaler som heuristiska genvägar, medan mer hälsomedvetna bearbetar information mer analytiskt. (Less) - Abstract
- Abstract
Title: Health as a Marketing Strategy? A study on how packaging design affects perceived taste and health despite identical content.
Date of seminar: 2026-01-15.
Course: FEKH29, Business Administration: Degree Project in Marketing.
Authors: Josefina Bergström, Alice Borgh and Danielle Majstorovic.
Advisor: Clara Gustafsson.
Purpose: The purpose of this study is to investigate how taste- and health-focused packaging design affect consumers' evaluations and priorities between taste and health, and how these vary depending on consumers' level of health awareness.
Research Question: Can the design of the front of food packaging influence consumers' perception of the product's healthiness and expected taste... (More) - Abstract
Title: Health as a Marketing Strategy? A study on how packaging design affects perceived taste and health despite identical content.
Date of seminar: 2026-01-15.
Course: FEKH29, Business Administration: Degree Project in Marketing.
Authors: Josefina Bergström, Alice Borgh and Danielle Majstorovic.
Advisor: Clara Gustafsson.
Purpose: The purpose of this study is to investigate how taste- and health-focused packaging design affect consumers' evaluations and priorities between taste and health, and how these vary depending on consumers' level of health awareness.
Research Question: Can the design of the front of food packaging influence consumers' perception of the product's healthiness and expected taste despite identical content, and how does this vary depending on consumers' level of health awareness?
Theoretical Perspective: The theoretical framework is based on the Halo Effect, the Taste-health Conflict, Packaging Design, Expertise and Health Awareness. These form the basis for the study's hypotheses and analysis.
Methodology: The study is based on a quantitative research strategy with a deductive research approach in the form of a cross-sectional study. Data were collected via an online survey where respondents were exposed to two manipulated packaging designs with the same product content. The data was analyzed using descriptive statistics and hypothesis testing.
Empirical foundation: The empirical basis consists of survey data that measures respondents' health awareness and their perception of perceived taste and healthiness for two alternatives. Bar 1 focuses on taste (F1) and Bar 2 focuses on health (F2). The survey also included a hypothetical purchase situation where respondents' choices and priorities between health and taste were examined.
Results: Five hypotheses are confirmed and two are rejected. The results indicate that packaging design has an impact and varies depending on the respondents' health awareness.
Conclusions: The study demonstrates that packaging design can function as an independent decision cue and shape consumers’ perceptions of health and taste despite identical product content. The findings deepen the understanding of health consciousness as an explanatory mechanism, whereby less health-conscious consumers rely more on packaging signals as heuristic shortcuts, while more health-conscious consumers process information more analyticall. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9222727
- author
- Borgh, Alice LU ; Bergström, Josefina LU and Majstorovic, Danielle LU
- supervisor
- organization
- course
- FEKH29 20252
- year
- 2026
- type
- M2 - Bachelor Degree
- subject
- keywords
- Nyckelord: Upplevd hälsosamhet, Upplevd smak, Hälsomedvetenhet, Förpackningsdesign, Halo-effekt, Hälsopåståenden, Smak-hälsa-konflikten, Unhealthy = Tasty Intuition, Produktval.
- language
- Swedish
- id
- 9222727
- date added to LUP
- 2026-02-24 14:30:34
- date last changed
- 2026-02-24 14:30:34
@misc{9222727,
abstract = {{Abstract
Title: Health as a Marketing Strategy? A study on how packaging design affects perceived taste and health despite identical content.
Date of seminar: 2026-01-15.
Course: FEKH29, Business Administration: Degree Project in Marketing.
Authors: Josefina Bergström, Alice Borgh and Danielle Majstorovic.
Advisor: Clara Gustafsson.
Purpose: The purpose of this study is to investigate how taste- and health-focused packaging design affect consumers' evaluations and priorities between taste and health, and how these vary depending on consumers' level of health awareness.
Research Question: Can the design of the front of food packaging influence consumers' perception of the product's healthiness and expected taste despite identical content, and how does this vary depending on consumers' level of health awareness?
Theoretical Perspective: The theoretical framework is based on the Halo Effect, the Taste-health Conflict, Packaging Design, Expertise and Health Awareness. These form the basis for the study's hypotheses and analysis.
Methodology: The study is based on a quantitative research strategy with a deductive research approach in the form of a cross-sectional study. Data were collected via an online survey where respondents were exposed to two manipulated packaging designs with the same product content. The data was analyzed using descriptive statistics and hypothesis testing.
Empirical foundation: The empirical basis consists of survey data that measures respondents' health awareness and their perception of perceived taste and healthiness for two alternatives. Bar 1 focuses on taste (F1) and Bar 2 focuses on health (F2). The survey also included a hypothetical purchase situation where respondents' choices and priorities between health and taste were examined.
Results: Five hypotheses are confirmed and two are rejected. The results indicate that packaging design has an impact and varies depending on the respondents' health awareness.
Conclusions: The study demonstrates that packaging design can function as an independent decision cue and shape consumers’ perceptions of health and taste despite identical product content. The findings deepen the understanding of health consciousness as an explanatory mechanism, whereby less health-conscious consumers rely more on packaging signals as heuristic shortcuts, while more health-conscious consumers process information more analyticall.}},
author = {{Borgh, Alice and Bergström, Josefina and Majstorovic, Danielle}},
language = {{swe}},
note = {{Student Paper}},
title = {{Hälsa som marknadsföringsstrategi? En studie om hur förpackningsdesign påverkar upplevd smak och hälsa trots identiskt innehåll}},
year = {{2026}},
}