An EEG Study on Visual Imagery and Consumer Acceptance of Upcycled Food Packaging

Purpose: This study aims to investigate how different packaging label elements influence consumer engagement and preference toward upcycled food products. Design/methodology/approach: An experimental approach featuring EEG and preference rankings was employed to examine six distinct packaging designs. Findings: Photographic imagery elicited significantly higher neural engagement, with EEG interest values showing the least negative deviation from baseline (M = –0.12, SE = 0.05) compared to the 3R environmental logo, which generated the lowest interest (M = –0.45, SE = 0.07). Preference rankings aligned with these neural findings: photographic labels were rated most favorably (mean rank = 1.8), while the 3R logo was least preferred (mean rank = 5.6; χ² = 37.89, p < 0.001). Practical implications: These findings demonstrate that packaging elements influence consumer responses at both neural and conscious levels. Photographic imagery enhanced early-stage attentional processing, as reflected in higher EEG interest values and increased P300 amplitudes, indicating stronger unconscious engagement. In contrast, sustainability-related eco-labels evoked lower immediate neural attention but may contribute to System 2–driven evaluations of credibility and trust in the longer term. This suggests that effective marketing strategies for upcycled foods should combine visually engaging designs to capture unconscious attention with eco-labels to reinforce deliberate, credibility-based decision making. Originality/value: This research uniquely integrates EEG metrics with behavioral preference rankings to evaluate consumer responses to upcycled food packaging, offering novel insights for sustainable marketing strategies.