... authenticity and perceived taste, and further examining the moderating effect of price premiums in food marketing. Design/methodology/approach This study uses three scenario-based experiments. Experiment 1 studies AI-generated label versus non-label to reveal direct effects on purchase intention...

... then positively influences both production mode and perceived taste, which, in turn, increases perceived product naturalness. Originality/value The findings provide new insights into the influence of food packaging design on consumers’ product perception. This paper offers a deeper understanding...