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1、The Power of Colour:Nudging Consumers TowardPlant-Based Meat Consumption2ContentEFFECTIVE USE OF COLOURS ON PLANT-BASED MEAT PACKAGING 14REFERENCES 16ACKNOWLEDGEMENTS 16OUR TEAM 16INTRODUCTION 1 EXECUTIVE SUMMARY 2METHODOLOGY 3RESULTS 4 Dietary type 4Animal-based vs.plant-based consumption 4Personal

2、 colour preference 5Colour association with plant-based meat 6Perception of plant-based meat packaging in the UK 7Perception of plant-based meat packaging in the US 8Highest-rated plant-based meat packaging colours 9Willingness to purchase plant-based meat in the UK 10Willingness to purchase plant-b

3、ased meat in the US 11Influence of packaging colour on willingness to buy 12Statements about plant-based meat 133INTRODUCTIONThis report shows how packaging colour can influence consumers purchasing decisions and steer their preferences toward plant-based-meat products.Well delve into the applicatio

4、n of choice-architecture design,particularly the use of harnessing attractive colours as a nudge,in order to promote the consumption of plant-based meat.Marketers in the food industry can use the insights to strategically design packaging and branding that appeals to consumers preferences for certai

5、n colours,effectively encouraging the consumption of plant-based meat.In recent years,plant-based meat has gained momentum,but it still lags behind traditional meat consumption(Bryant,2020).While plant-based meat offers many advantages,such as sustainability and health benefits,barriers to consumpti

6、on persist.Common factors influencing food choices include taste,price,and health.However,a factor that is seldom mentioned is the visual appeal of packaging,especially in terms of colour usage.Consumers are consistently influenced by their shopping environment.In addition to the obvious impact of p