• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文OA文献 >Examining historical changes in food packaging towards a healthier focus in New Zealand: the case of Heinz Wattie’s, 1970-2010
【2h】

Examining historical changes in food packaging towards a healthier focus in New Zealand: the case of Heinz Wattie’s, 1970-2010

机译：检查食品包装的历史变化，使其在新西兰更加健康：Heinz Wattie的案例，1970-2010

页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The purpose of this study is to explore the developments made to food packaging during from 1970 to 2010as a result of an increasing trend towards wellness and nutritional wellbeing. These developments are further investigated through exploring changes in verbal and design content of packaging. It is believed that these changes can influence consumer behaviour and social values. Various types of consumer buying behaviour and consumer purchase decision processes are discussed. The issue of the effect of changes in consumer perceptions of food-related health issues has influenced consumption behaviour. Marketers’ response to these changes in consumer consumption behaviour is also discussed. The use of Freud’s theory of motivation (Boeree, 2006) is adopted as a basis for generalisations about consumer motivation.Documentary data in the form of visuals and mass media outputs of the Heinz Wattie’s brand (and its sub brands) from 1950s till to today were used to review the changes anddevelopment of packaging (verbal and graphic content) in this study. These visuals and mass media outputs were obtained mainly from secondary sources, which included the Heinz Wattie’s Company. The data collected was analysed using thematic and semiotic analysis.Results of the research indicate that the focus of packaging has widened in its scope from being a functional requirement to holding important symbolic values. Packaging functions as a messenger or “silent salesman” while representing symbolic signs and texts that are deciphered into meanings by the consumer at the time of purchase. The meanings that these signs and text convey focus on the health benefits of consuming Heinz Wattie’s products. Such benefits include being free from preservatives, from artificial colourings or flavourings, from being healthy; for example a good source of vitamins, and from being recyclable. Consumers who purchased and consume Heinz Wattie’sproducts will fulfil their motivation to become healthier while maintaining a green image of being environmentally friendly.The study contributes to knowledge by identifying the historical developments in food packaging. These changes reflect the changes that have occurred in consumer behaviour and social values. This focus provides an important benchmark for marketers and researchers those points to the need for further research into product and packaging development.
机译：这项研究的目的是探讨由于健康和营养福祉的增长趋势而在1970年至2010年期间食品包装的发展。通过探索包装语言和设计内容的变化，进一步研究了这些发展。相信这些变化会影响消费者的行为和社会价值。讨论了各种类型的消费者购买行为和消费者购买决策过程。消费者对与食物有关的健康问题的看法改变的影响问题已经影响了消费行为。还讨论了营销人员对这些消费者消费行为变化的反应。弗洛伊德的动机理论（Boeree，2006）被用作概括消费者动机的基础.1950年代至今的亨氏·沃蒂品牌（及其子品牌）的视觉和大众媒体输出形式的文献数据用来回顾本研究中包装的变化和发展（语言和图形内容）。这些视觉效果和大众媒体输出主要来自包括亨氏华蒂公司在内的二级渠道。研究结果表明，包装的重点已从功能性要求扩展到保持重要的符号价值。包装起着使者或“沉默的推销员”的作用，同时代表了由消费者在购买时理解为含义的象征性标志和文字。这些标志和文字传达的含义集中于食用亨氏华帝产品对健康的益处。这些好处包括：不含防腐剂，人造色素或调味料，健康；例如维生素的良好来源，以及可回收利用。购买和消费亨氏华帝产品的消费者将在保持健康环保形象的同时，保持健康的动机。这项研究通过识别食品包装的历史发展来为人们提供知识。这些变化反映了消费者行为和社会价值观念的变化。这些重点为营销人员和研究人员提供了重要的基准，这些基准表明需要对产品和包装开发进行进一步的研究。

著录项

  • 作者

    Low Joanne;

  • 作者单位
  • 年度 2011
  • 总页数
  • 原文格式 PDF
  • 正文语种 en
  • 中图分类

相似文献

  • 外文文献
  • 中文文献
  • 专利

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号