ABSTRACT
Consumption Value Theory constructs that color is one of the packaging elements that affects the assessment of food products. This theory argues over the causal effect of functional vs. emotional value in product labeling. The main limitation of using colors in product labeling is that it helps with brand identification but fails to provide functional value when its consumers are seen to be driven by emotional value in choosing the product. Previous studies on Consumption Value Theory focus mostly on luxury products but not much is discussed on small medium enterprise (SME) products. Therefore, this study will provide information on the functional and emotional value of color in food product labeling in the SME industry. This study uses a mix-mode approach to investigate the Consumption Value Theory to explain the role of color and design and employ the theory of consumption value to help explain the role of color in the product labeling of food packaging.
