The Influence of Safety-Focused Communication, Nutritional Claims and Packaging Innovation on Functional Food Adoption in Pakistan

Jaffari, Asad Abbas and Wajid, Nauman and Palazzo, Maria (2025) The Influence of Safety-Focused Communication, Nutritional Claims and Packaging Innovation on Functional Food Adoption in Pakistan. Applied Sciences, 15 (24). p. 13117. ISSN 2076-3417

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Abstract

Functional foods are gaining increasing prominence in emerging markets as consumers respond to growing health concerns, urbanization, and evolving dietary patterns. However, little is known about how consumers in developing economies interpret safety-focused communication, nutritional claims, and packaging innovation when evaluating functional foods. Pakistan represents an important context due to its rapidly growing functional food sector, weak regulatory environment, and heightened consumer concerns about product safety. This study examines how safety-focused communication, nutritional claims, and innovative packaging influence consumer trust, perceived product safety, and purchase intention within Pakistan’s developing functional food sector. Data were collected from 418 consumers across five major Pakistani cities and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that safety communication, nutritional claims, and packaging innovation significantly enhance perceived product safety and trust, with trust emerging as the strongest predictor of purchase intention. Moreover, communication highlighting technological advancements in packaging strengthens trust and improves perceptions of product quality. Consumer trust mediates the relationship between marketing communication and purchase intention, while health consciousness moderates these effects. The results underscore the vital role of transparent and credible marketing communication in building consumer trust and encouraging the adoption of functional foods in emerging markets. Managerially, integrating explicit safety and packaging cues into marketing strategies can enhance consumer acceptance, while policymakers should ensure regulatory oversight of nutritional and packaging-related claims.

Item Type:	Article
Identification Number:	10.3390/app152413117
Dates:	Date Event 12 December 2025 Published Online 2 December 2025 Accepted
Uncontrolled Keywords:	functional foods, marketing communication strategies, purchase intention, technological advancements, Pakistan
Subjects:	CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing
Divisions:	Business School > Management, Business and Marketing
Depositing User:	Gemma Tonks
Date Deposited:	09 Jan 2026 15:16
Last Modified:	09 Jan 2026 15:16
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16790

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