Influence of Complexity in Low-Fat Food Packaging on Chinese Consumers’ Purchase Intentions

Packaging design is one of the most important visual representations low-fat foods and a key factor in perception health product. The complexity packaging induces automatic processing relevant concepts by consumers, which affects their attitudes; however, this process not well understood. We developed sequential mediation model based on theories conceptual fluency metaphor to examine impact consumers’ purchase intentions. In study, 353 volunteers were recruited participate, variables measured using questionnaires intention, brand complexity, concept fluency, attitude. results indicated that it was simple increase attitude; had significant predictive effect attitude intention; intention fluency; served as mediator between intention. This study demonstrated general characteristics could influence intentions provide direction for foods. addition, we study’s theoretical practical implications.