Colour Psychology and Its Influence on Consumer Trust in Food Packaging: An Empirical Survey-Based Study

With the help of primary survey data collected from 124 respondents, this study aimed to identify which packaging colours are highly associated with trust by consumers in the food category and whether these associations constitute a coherent, meaningful construct rather than just a narrative preference. The findings further support both objectives; viz green emerged as the dominant food-specific trust and health cue, surpassing blue, which is more prominent in general branding research. The ten-item Color-Trust Belief scale, which was developed from the questionnaire, demonstrated strong reliability and a significant relationship with willingness to pay a premium. Demographic and shopping-behaviour differences in the responses present a clearer picture of consumers' perception and preferences. While colour-trust beliefs generalise across age and purchase-frequency groups, a shopping-environment effect on actual colour-trust ratings appeared in the sample, indicating this dimension suggests further investigation. In correlation with a much broader sensory-marketing literature, these results reinforce that Colour operates not simply as an aesthetic element of food packaging but as a functional cue that can be strategically manipulated  or potentially misused by brands to influence buying intentions and  consumer trust

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