The effect of packaging glossiness (Matte Vs. Glossy) on tourists’ liking of organic food at scenic spots

Visual packaging cues play an important role in consumers’ evaluations of food products. Drawing on sensation transference theory and cue consistency theory, this study examines how packaging glossiness affects tourists’ liking of organic food at scenic spots through three experiments involving 901 participants. Study 1 showed that organic food presented in matte packaging elicited greater product liking than the same food presented in glossy packaging. Study 2 replicated this effect and identified perceived ingredient simplicity and perceived naturalness as sequential mediators. Study 3 further demonstrated that advertisement visual design moderated the chain mediation process, with high-quality advertisement visual design strengthening the positive indirect effect of matte packaging on product liking. These findings extend research on sensation transference and visual packaging cues to organic food in tourism settings and provide practical guidance for food packaging and visual marketing at scenic spots.