From Images to Words: How Packaging Style Affects Brand Preference in Heritage Food

Food, specifically those with heritage attributes, stands as one of the distinctive forms of Intangible Cultural Heritage (ICH). To promote and preserve such heritage, brands have increasingly focused on incorporating heritage elements into the packaging. This research employs three studies conducted in China to explore how different representation styles of heritage elements (verbal vs. non-verbal) shape consumer brand preferences in food packaging. Study 1 confirmed that food packaging featuring heritage elements effectively enhances consumer brand preference. Moreover, consumers exhibit stronger preference for the verbal elements over the non-verbal ones for heritage food due to construal level theory. Study 1 also demonstrated the mediating role of perceived value. Study 2 validated that such an effect remained significant within a tourism shopping context. In addition, Study 3 revealed the moderating effect of purchase motivation. When purchasing food as a gift, consumers tend to adopt a more abstract processing level (e.g., symbolic meaning, cultural connotation), which enhances the effect of verbal heritage elements on brand preference, whereas for self-use purchases, consumers shift to a concrete processing level (e.g., taste or price), thus enhancing the effect of non-verbal representation style. This research enriches the research on heritage element application in food marketing, and offers suggestions for packaging design for heritage food.