Abstract
Despite extensive research on food labeling, little is known about how color cues influence calorie estimation and food choices in immersive environments. This study explores the impact of packaging color (red vs. green) on caloric estimation and consumer behavior in a virtual reality shopping context. Two experimental studies (N = 279) were conducted using a VR shopping environment to examine the effects of packaging color on calorie estimation and product selection. A between-subjects design was used, manipulating color variations (Red vs. Green) and health perception (Related vs. Unrelated groups). Study 1 (N = 159, aged 18-32) and Study 2 (N = 120, aged 17-28) recruited participants via social media. The study investigates how packaging color influences caloric estimation and the mediating role of perceived healthiness in shaping consumer choices. Independent sample t-tests and ANOVA were conducted, with bootstrap methods applied to test for mediating effects. Red packaging increases calorie estimations and reduces product selection, while green enhances perceived healthiness and purchase intent. The mediating role of perceived healthiness is significant, and neutralizing the color-health association weakens these effects, leading to increased food selection. Adjusting packaging color could serve as a behavioral nudge for healthier consumer choices, providing strategic insights for food marketing and public health policies. These findings highlight the potential for regulatory measures and industry strategies to leverage color cues in promoting healthier consumption behaviors.