The effect of misleading product packaging on consumer attitudes: A case study of the food industry

This study aims to examine the effect of misleading product packaging, which is widely used in the food sector, on consumers' attitudes. Nowadays, consumers attach importance to visual elements such as packaging designs and product images when purchasing products. However, in some cases, these visuals may not reflect the actual product content or may be exaggerated. This situation may negatively affect consumers' decision-making process and healthy consumption habits. The scope of the research is designed to understand the effects of misleading packaging on consumer behaviour and to increase consumer awareness against such practices. In this respect, it can be emphasised that the concept of label (food packaging) literacy is extremely important. Label literacy, refers to the ability of consumers to correctly understand and evaluate the information on the packaging. Consumers with high levels of food packaging literacy can more easily detect misleading packaging and make more informed decisions against such deceptive practices. The research was conducted with quantitative methods and a questionnaire was used as a data collection tool. This questionnaire was prepared to measure consumers' food packaging literacy, attitudes towards misleading packaging and purchase intentions. The scales in the questionnaire were taken from previously validated studies. Participants were selected from various demographic groups across Turkey and the questionnaires were collected through online platforms. The sample of the research consists of 395 valid questionnaires. According to the research findings, consumers' attitudes towards misleading packaging change negatively when they notice the misleading element. Consumers' purchase intentions decrease when they encounter misleading elements. However, it is not easy for consumers to notice the detail of the misleading material. In addition, as the level of label literacy increases, consumers are more critical of misleading packaging and have lower purchase intentions. These results suggest that consumer attitudes and purchase intentions vary depending on the awareness of misleading elements and label (food packaging) literacy. Consumers with high label (food packaging) literacy are more cautious and critical of misleading elements, which affects their purchase intention. Accordingly, it shows that misleading packaging negatively affects consumer trust and purchase intention. As a result, it is critical for manufacturers and brands to provide transparent and accurate packaging information in order to increase consumer trust. Recommendations include strengthening inspection mechanisms and implementing training programmes to increase consumer awareness.