Using Gamified Packaging to Increase Child Influence on Family Consumption of Healthy Foods

  • Elham Atighi Lorestani
  • Maryam KhaliliEmail author
Research Article


Children have always influenced family purchase decisions. To investigate this influence, a pilot research is performed on 8 different product categories and 166 parents of children aged 7–12 were questioned. The survey findings indicate that children have quite strong influence on the family decision making processes, particularly for products relevant to them like food categories. As the knowledge of family buying role is important in developing appropriate marketing strategies, the extracted information from the survey leads the research to increase child’s influence on buying healthy food for the whole family. In comparison with Martensen’s investigation, this paper proposes a similar methodology in a match complex framework. The selected products are adapted with the shopping basket of Iranian families. A framework is suggested which shows the correlations between stages of purchase with gamification elements and food dimensions. A series of gamified packages are designed based on the framework and their prototypes are evaluated by a number of 26 children aged 7–9 and a number of 21 parents. The results suggest that gamified packaging can influence children’s and parents’ purchase intentions and can be one of the most important elements to promote healthy food.


Child influence Family purchase Gamification Healthy food Packaging 



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Copyright information

© Indian Institute of Packaging 2019

Authors and Affiliations

  1. 1.MA Industrial Design, Alborz Campus, University of TehranTehranIran
  2. 2.Department of Industrial Design, College of Fine ArtsUniversity of TehranTehranIran

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