Abstract：
Research shows that features of food packaging can help to promote healthy food choices. Laboratory-based studies demonstrate that smart design of packaging facilitates portion control. However, the extent to which consumers notice packaging features for portion control is not known. Therefore, this study investigated how individuals interact with food packaging, how they utilise the on-pack serving-size guidelines and how they make portion decisions. To do this, 25 adult participants were recruited to participate in an online semi-structured interview. Data were analysed using thematic analysis until saturation was achieved. Participants reported that they rarely attend to on-pack serving recommendations and indicated some resistance to them. Some structural features (small/single serving, pre-portioned and resealable packaging) were identified as facilitators of portion control. In contrast, the healthiness evaluation of the product from packaging cues was described as a permissive cue to eat more of the product. Participants in this study value their autonomy and control, preferring convenient behavioural choices over recommended portion servings. They also reported future concerns about the effects of their diet on health, but that current context (hunger, convenience) sometimes presented a barrier to healthy eating. Packaging does more than protect its contents, packaging can affect eating decisions to support portion control, and for some, offers permission to overconsume. This study identified ways that participants use packaging to make portion decisions, revealing the role of habits, current context and future health considerations. The interviews revealed the importance of consumer values on food choice in general and portion control in particular. In conclusion, smart food packaging design could use these findings to nudge healthy portion decisions by incorporating consumer values and by recognising consumer needs for habitual, current and future concerns.
摘要：
研究表明，食品包装的特点有助于促进健康食品的选择。基于实验室的研究表明，包装的智能设计有助于部分控制。然而,消费者注意到用于部分控制的包装特征的程度是未知的。因此,这项研究调查了个人如何与食品包装互动，他们如何利用包装上的份量指南，以及他们如何做出份量决定。要做到这一点，招募了25名成年参与者参加在线半结构化访谈。使用专题分析对数据进行分析,直至达到饱和。参与者报告说，他们很少参加包装上的服务建议，并表示对它们有一些抵制。一些结构特征(小/单服务，预先分配和可重新密封的包装)被确定为部分控制的促进者。相比之下,根据包装提示对产品的健康度评估被描述为摄入更多产品的许可提示。这项研究的参与者重视他们的自主性和控制力，更喜欢方便的行为选择，而不是推荐的份量。他们还报告了未来对饮食对健康影响的担忧，但是当前的背景(饥饿，方便)有时会成为健康饮食的障碍。包装不仅仅是保护其内容，包装可以影响饮食决定，以支持部分控制，对一些人来说,允许过度消费。这项研究确定了参与者使用包装来做出部分决定的方式，揭示习惯的作用，当前背景和未来的健康考虑。访谈揭示了消费者价值观对食物选择的重要性，尤其是对比例控制。总之,智能食品包装设计可以利用这些发现，通过结合消费者价值观和认识到消费者对习惯性的需求来推动健康的部分决策，当前和未来的担忧。
