framework to understand the various dimensions that can make preference judgments of a product
type or brand choice (Lin et al. 2020), influence purchase decision (Dhir et al. 2020), and motivate
the consumers’ post-purchase behavior, i.e., loyalty (Poushneh & Vasquez-Parraga 2019). While
a variety of definitions of the term consumption value have been suggested, this paper will use
the definition first proposed by Sheth et al. (1991) who saw that brand, product type, and buying
decision within a single product category can be determined by different consumption values.
Presently, existing studies on consumption value theory have identified several contexts that
affect consumers’ intention to buy. These are functional, emotional, social, conditional, and epistemic (Sheth et al. 1991). Functional value is defined as the perception of the consumer of product
performance based on durability, reliability, dependability, price, and other physical quality which
is expected to be the main driver of the consumer’s decision (Sheth et al. 1991; Qasim et al. 2019).
Social value is a different approach that acquires social meaning by associating demographic,
socioeconomic, and ethnic groups with positive or negative stereotypes. Emotional value is the
perceived utility from the potential of an alternative to elicit feelings or affective conditions. Aesthetic options are often associated with emotional meaning. Epistemic value is the perceived utility
derived from the possibility of an alternative to arouse curiosity, generate news, or fulfill the desire
for knowledge. Conditional value is the perceived utility of an option due to the specific situation,
or circumstances of the decision-maker often depends on the condition (Sheth et al. 1991).
2 METHOD
This study uses a mix-mode approach to investigate the consumption value theory to help explain
the role of color in product labeling in food packaging. The first step in this analysis is to identify
and compile secondary sources from papers through the online journal database related to research
topics, specifically on color psychology in branding/packaging and labeling in food products/SME
products. This study is later cross-referenced to the Consumption Value Theory, which employs
specific values: consumption value, functional value, and emotional value. The criteria of the
sources are peer-reviewed scholarly papers (journal and proceeding articles) from 1990–2020. The
time frame is chosen to reflect Seth et al.’s conceptual framework of consumption value theory
published in 1991 and this would allow for comprehensive mapping of changes in design trend and
style in packaging design specifically on the usage of colors in labeling. Input from the secondary
sources will also inform the next stage of the research which will help frame the case study (which
will include product comparison and eye-tracking experiment), survey, and interviews.
3 RESULT & DISCUSSION
3.1 Previous works
The color-product meanings interpretation reveals that color has the potential to convey sensory
(taste), functional (relief or calmness), hedonic (medicinal cures), and even situational (strong
medicine that cures immediately) meanings (Kauppinen-Räisänen & Jauffret 2018). Another study
by Chaouali et al. (2020) suggests that functional value, emotional value, social value, and epistemic value mediate the influence of design esthetics. The current research by Lee et al. (2019)
suggests that hedonic value plays an important part in promoting a positive attitude and intention
to buy rather than utilitarian value. Moharana and Pradhan (2020) suggest three shopping values,
i.e., utilitarian, hedonic, and social value, to build more considerable consumer loyalty, and both
marketers and designers need to formulate distinction approaches. Chen and Peng (2018) examine
how the consumption value impacts consumers’ attitudes and suggest that consumption value can
influence the attitudes of the customer, which in turn may affect their behavioral intentions. The
prior literature has used the theory of consumption value for examining consumers’ decisions as
compiled and summarized in Table 1 below.
163
type or brand choice (Lin et al. 2020), influence purchase decision (Dhir et al. 2020), and motivate
the consumers’ post-purchase behavior, i.e., loyalty (Poushneh & Vasquez-Parraga 2019). While
a variety of definitions of the term consumption value have been suggested, this paper will use
the definition first proposed by Sheth et al. (1991) who saw that brand, product type, and buying
decision within a single product category can be determined by different consumption values.
Presently, existing studies on consumption value theory have identified several contexts that
affect consumers’ intention to buy. These are functional, emotional, social, conditional, and epistemic (Sheth et al. 1991). Functional value is defined as the perception of the consumer of product
performance based on durability, reliability, dependability, price, and other physical quality which
is expected to be the main driver of the consumer’s decision (Sheth et al. 1991; Qasim et al. 2019).
Social value is a different approach that acquires social meaning by associating demographic,
socioeconomic, and ethnic groups with positive or negative stereotypes. Emotional value is the
perceived utility from the potential of an alternative to elicit feelings or affective conditions. Aesthetic options are often associated with emotional meaning. Epistemic value is the perceived utility
derived from the possibility of an alternative to arouse curiosity, generate news, or fulfill the desire
for knowledge. Conditional value is the perceived utility of an option due to the specific situation,
or circumstances of the decision-maker often depends on the condition (Sheth et al. 1991).
2 METHOD
This study uses a mix-mode approach to investigate the consumption value theory to help explain
the role of color in product labeling in food packaging. The first step in this analysis is to identify
and compile secondary sources from papers through the online journal database related to research
topics, specifically on color psychology in branding/packaging and labeling in food products/SME
products. This study is later cross-referenced to the Consumption Value Theory, which employs
specific values: consumption value, functional value, and emotional value. The criteria of the
sources are peer-reviewed scholarly papers (journal and proceeding articles) from 1990–2020. The
time frame is chosen to reflect Seth et al.’s conceptual framework of consumption value theory
published in 1991 and this would allow for comprehensive mapping of changes in design trend and
style in packaging design specifically on the usage of colors in labeling. Input from the secondary
sources will also inform the next stage of the research which will help frame the case study (which
will include product comparison and eye-tracking experiment), survey, and interviews.
3 RESULT & DISCUSSION
3.1 Previous works
The color-product meanings interpretation reveals that color has the potential to convey sensory
(taste), functional (relief or calmness), hedonic (medicinal cures), and even situational (strong
medicine that cures immediately) meanings (Kauppinen-Räisänen & Jauffret 2018). Another study
by Chaouali et al. (2020) suggests that functional value, emotional value, social value, and epistemic value mediate the influence of design esthetics. The current research by Lee et al. (2019)
suggests that hedonic value plays an important part in promoting a positive attitude and intention
to buy rather than utilitarian value. Moharana and Pradhan (2020) suggest three shopping values,
i.e., utilitarian, hedonic, and social value, to build more considerable consumer loyalty, and both
marketers and designers need to formulate distinction approaches. Chen and Peng (2018) examine
how the consumption value impacts consumers’ attitudes and suggest that consumption value can
influence the attitudes of the customer, which in turn may affect their behavioral intentions. The
prior literature has used the theory of consumption value for examining consumers’ decisions as
compiled and summarized in Table 1 below.
163