How to talk healthy: Does communicating ingredients or nutritional properties influence the perception of product healthiness?

Maintaining a healthy diet is one of the fundamental steps toward achieving a healthy lifestyle and a balanced diet. However, the concept of healthiness is subjective. It varies from person to person and is influenced by individual preferences and needs. Research indicates that the perception of a product's healthiness is not solely based on its nutritional content but encompasses various other dimensions, including naturalness, freshness, and emotional value. Despite this, the most effective method of communicating a product's healthiness remains unclear. This study aims to identify the most effective strategies for conveying the healthfulness of a food product through its packaging communication. By applying the Dual Coding and the Construal Level theories, it examines how the emphasis on product ingredients or on their nutritional properties influences the perception of healthiness. To achieve this objective, the research will incorporate three main studies, each of which includes multiple experiments. The findings of this research will contribute to the literature on consumer perception from a theoretical perspective by identifying the most effective communication methods. Practically, the results will provide valuable insights for market actors, aiding in the development of effective communication strategies to convey the message of healthfulness.