食品ロス削減や循環型社会の実現に貢献する「アップサイクル食品」は、環境的価値が高い一方で、消費者にどのように受け止められるかが普及の鍵となっている。本研究は、アップサイクル食品のパッケージに用いられる表示要素が、消費者の関心や好みにどのような影響を与えるのかを、脳波（EEG）と嗜好評価を組み合わせて検証した。
実験では、6種類の異なるパッケージデザインを提示し、脳波による関心度指標と選好順位を測定した。その結果、写真を用いたパッケージは、環境ロゴのみの表示と比べて高い神経的関与を引き起こし、嗜好評価においても最も高く評価された。一方で、3Rロゴなどの環境配慮を示す表示は即時的な注意喚起効果は弱いものの、信頼性や妥当性といった熟慮的評価に寄与する可能性が示唆された。
本研究は、アップサイクル食品のマーケティングにおいて、「視覚的に惹きつけるデザイン」と「持続可能性を伝える情報」を組み合わせることの重要性を、神経科学的および行動的証拠から明らかにしている。
Upcycled foods are increasingly recognized as a promising solution to reduce food loss and promote sustainable food systems. However, their market acceptance depends not only on environmental value but also on how these products are perceived by consumers at both conscious and unconscious levels. This study investigates how different packaging label elements influence consumer engagement and preference toward upcycled food products by integrating electroencephalography (EEG) with behavioral preference rankings.
Using an experimental design, participants were exposed to six distinct packaging designs featuring different visual and informational elements. Neural engagement was assessed through EEG-based interest metrics, while conscious evaluations were captured through preference rankings. The results show that photographic imagery elicited significantly higher neural engagement, reflected in interest values closer to baseline and enhanced P300 amplitudes, indicating stronger early-stage attentional processing. In contrast, sustainability-oriented eco-labels, such as the 3R logo, generated lower immediate neural attention but were associated with more reflective, credibility-related evaluations.
By combining neural and behavioral evidence, this research demonstrates that packaging design plays a dual role in shaping consumer responses. Visually engaging elements are effective in capturing unconscious attention, while eco-labels may support more deliberate, System 2–driven judgments related to trust and sustainability. These findings offer actionable insights for designing effective marketing strategies for upcycled foods that balance attention capture with credibility reinforcement.
雑誌名
The Retail and Marketing Review
発表タイトル
An EEG Study on Visual Imagery and Consumer Acceptance of Upcycled Food Packaging
著者名
Yuna Seo, Taiyo Nakao, Yuki Nakada
引用
Seo, Y., Nakao, T., Nakada, Y. An EEG Study on Visual Imagery and Consumer Acceptance of Upcycled Food Packaging, 2025, 21(2), 69-86; https://doi.org/10.3390/su172411003
