Neither winners nor losers: the impact of colour of in-store communication.

Introduction. Poor nutrition is a global problem that contributes to the prevalence of chronic diseases. The World Health Organization (WHO) emphasises the need for population-level interventions to promote healthier food choices. Retailers play a pivotal role in influencing food choices at the point of sale. Purpose. The research aims to investigates the impact of colour in in-store communication on consumers' healthiness perception and purchasing behaviour, thus filling a gap in the existing literature that mainly focuses on packaging. Conceptual framework. Earlier research shows that such displays can influence consumers' purchasing decisions. Colour has a direct influence on perceptions and attention, and using colour in displays can make them more visible and appealing, increasing the probability of products being noticed. Previous studies showed that blue and green packaging perceived as more sustainable and healthier. Based on the Selective Accessibility Model (SAM), the Trichromatic Theory and the three colour attributes, the study hypothesized that blue would be perceived as healthier than green (H1) and more effective in attracting consumers (H2). Methodology. The study utilised a quasi-experimental approach, employing a controlled intervention in two supermarkets located in Northern Italy. The intervention involved the implementation of two in-store communication initiatives designed to promote the consumption of healthy breakfast products. These initiatives were characterised by the use of specific colours, with one employing the colour blue and the other utilising green. Data were collected through in-store observations and semi- structured questionnaires to 271 shoppers. The objective of in-store observations was to measure three main aspects: (1) the attractiveness of the displays, (2) interaction with the products, (3) purchase rate. They involved tracking the number of individuals passing through the aisle, those who noticed the communication, those who handled at least one of the advertised products, and finally, those who actually purchased the product. Regarding semi-structured questionnaires, 7-point Likert scale were utilised. ANOVA analysis were conducted in order to test the hypotheses. Findings. The results revealed no significant differences in healthiness perception between blue and green communication, which led to the rejection of H1. However, in-store observations showed that blue was more effective in terms of display appeal, interaction with products and purchase rates, thus supporting H2. Contributions. Existing literature has focused on the study related to the perceived healthiness of colour, especially in the realm of packaging. This research contributes to the underexplored field of health-related in-store marketing strategies. Practical implications. This study highlights the practical implication that blue, while not perceived as healthier, is more effective at attracting attention and inducing purchases and may be particularly useful for communicating products traditionally considered less healthy. Research limitations and outlook. Limitations include potential self-report bias, lack of control over real-world variables, and a non-representative sample. Future research could explore different product categories, colours, and use eye-tracking technology