AUTHOR=Kuang TingYue , Yang Dajun , Zou Dingxia 

TITLE=The impact of transparent packaging: how transparent packaging for organic foods affects tourists' green purchasing behavior

JOURNAL=Frontiers in Nutrition

VOLUME=Volume 11 - 2024

YEAR=2024

URL=https://www.frontiersin.org/journals/nutrition/articles/10.3389/fnut.2024.1328596

DOI=10.3389/fnut.2024.1328596

ISSN=2296-861X

ABSTRACT=Previous studies have demonstrated significant effects of transparent packaging on individuals' consumption behavior. However, there is still a lack of sufficient understanding regarding the impact of transparent versus opaque packaging of organic food within scenic areas on tourists' environmentally friendly purchase intentions. To address this gap, this study conducted four experiments (n=1513) to explore the influence of transparent packaging on tourists' willingness to engage in green purchasing, thus expanding current knowledge on the packaging paradox and its relationship with tourists' green purchasing behavior. The results of the study demonstrate that transparent packaging can effectively enhance tourists' purchase intentions, and factors such as ecological concern, nature connectedness, and environmental consequences also have a significant impact on tourists' green purchasing intentions. The findings of this study provide valuable insights for the food retail industry and contribute to the promotion of sustainable development in the sales of ecologically friendly food within scenic areas.