In recent years, health issues have increased with especial focus on consumption and food habits, which created an opportunity for the expansion of the organic food market and the creation of new organic product lines by retailers. Therefore, organic product consumption has been increasing, especially due to the promotion of healthy lifestyles. However, it is difficult for these brands to differentiate their products since they lack information about which package elements should be used, besides the organic claims and labels. The purpose of this study is to contribute to this literature gap, by analyzing the impact of packaging materials and colors on consumers’ environmentally friendly perceptions, product attractiveness and purchase intention. We conducted a quantitative experimental study (n = 372), with the aim of analyzing organic packaging elements, namely, color and material. Accordingly, a yogurt packaging was created for the purpose of this study, using Adobe Photoshop for image manipulation. The color was compared in three different levels: green, blue and white/black, with the latter being used as a control condition. Also, two different packaging material – recycled plastic and recycled glass - were used as variants. The packaging essentially contains one of the colors under study, along with an image of a cow and brief information stating, “Organic Yogurt”, as well as “100% Grass-Fed Cows”. For the scope of this research, only changes in hue were made. Results indicate that material impacts attractiveness and environmentally friendly perceptions, color impacts attractiveness, while purchase intention is not affected by any of these elements. This research contributes to the current literature on color packaging and consumer behavior. Therefore, it is expected that our findings will assist marketers clarifying communication patterns, and helping them to adopt more suitable and sustainable materials in their production processes. These modifications should not be carried out by law imposition only but mostly because consumers are more aware of the environmental issues and are changing their habits and consumption patterns accordingly.

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consumer behavior,organic food,color,material,packaging,sustainability