Food packaging cues as vehicles of healthy information: Visions of millennials (early adults and adolescents).

Because packaging has become an important marketing tool, firms must know what type of packaging can affect consumers' packaging cues. Also, still today there is little attention paid to the relevance of educating millennials about the importance of a healthier lifestyle and eating. The aim is to analyse the effects of young consumers with varying degrees of healthy lifestyles and food involvement on packaging cues. Also, the paper analyses differences between early adults and adolescents millennials. Using a sample of 890 millennials (300 early adults and 590 adolescents) and SEM methodology, interesting results are reached. Some healthy habits affect food involvement, and this is related to informative packaging cues. Some differences among both groups of millennials are found. The results/ findings would be valuable for the marketers and administration in the food industry to formulate marketing packaging strategies and to promote a healthier lifestyle and food consumption among millennials.