Don't Judge a Food by Its Package: Greenwashing Alters Health Perceptions
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Past research has shown that “greenwashed” package designs promote the belief that a product is environmentally friendly. The present investigation tested whether greenwashing influences the perceived health benefits of food items. In each condition, participants completed a computer-based survey in which they were shown an image of each of the six food items and asked to indicate how healthy they perceived the food product to be (1 = extremely unhealthy; 7 = extremely healthy). Once they completed these ratings, as essentially a manipulation check, participants responded to the same food items but were now asked to rate how environmentally friendly they perceived the product to be (1 = not environmentally friendly at all; 7 = extremely environmentally friendly). In Study 1 (N = 84), participants generally perceived greenwashed foods to be healthier than did participants evaluating comparable foods in conventional packages. Study 2 (N = 76) additionally compared the impact of a label indicating “organic.” Results showed that for food items generally perceived as healthier, both greenwashed and organic products were rated as significantly healthier than conventionally labeled food products; for foods perceived as less healthy, only the greenwashed items were considered to be healthier, whereas for items generally considered to be unhealthy, package labeling did not exert a significant effect on health perceptions.
过往研究表明，漂绿（greenwashed）包装设计会使消费者认为产品具备环保属性。本研究旨在探究漂绿包装是否会影响消费者对食品健康效益的感知。在每个实验条件下，参与者均完成基于计算机的调研：研究人员向其展示六种食品的图片，要求参与者对自身感知到的该食品健康程度进行评分（1分代表极不健康，7分代表极健康）。完成上述评分环节本质上属于操控检验环节，随后参与者需再次对相同食品进行评分，此次要求评价自身感知到的该产品环保友好程度（1分代表完全不环保，7分代表极其环保）。在研究1（N=84）中，相较于评估常规包装同类食品的参与者，漂绿包装食品组的参与者普遍认为该类食品更健康。研究2（N=76）额外对比了标注"有机"标签的影响。研究结果显示：对于普遍被认为更健康的食品，漂绿包装与有机标签食品的健康评分均显著高于常规标注的传统包装食品；对于普遍被认为健康程度较低的食品，仅漂绿包装食品的健康评分显著更高；而对于普遍被认为不健康的食品，包装标签对健康感知无显著影响。
