Packaging of products has started nudging the consumers with its dynamic attributes, where resealable has become one of the distinctive attributes which has modified the consumption behavior of Indian consumers. A store shelf of every retail outlet has the presence of different types of packaging of products, but the major advantage of the resealable attribute is that it can repack the product in order to prolong the shelf life of that particular item warehoused inside the resealable packaging. Here, the research intended to gauge whether this particular feature had any implication on the freshness and whether it reduced the consumption level of high calorie products warehoused in these types of packaging. This study tried to uncover the behavioral evidence of consumers related to their self-regulation in their consumption patterns for high calorie products when offered in resealable packaging in comparison to non-sealable packaging with the assistance of research techniques like chi-square & F-test. The results revealed that resealable attribute of packaging limited the compounded consumption pattern of consumers with respect to junk food (chips in the present study). This research also suggested remindful measures for corporate players to offer packaging which culminates in creating good nutrition and a healthy environment for the consumers.

1. Baumeister, R. F. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. The Journal of Consumer Research, 28 (4), 670-676.
2. Binninger, A. (2017). Perception of naturalness of food packaging and its role in consumer product evaluation. Journal of Food Products Marketing, 23(3), 251-266.
3. Celhay, F., & Trinquecoste, J. F. (2015). Package graphic design: Investigating the variables that moderate consumer response to atypical designs. Journal of Product Innovation Management, 32(6), 1014-1032.
4. Chandon, P., & Wansink, B. (2002). When are stockpiled products consumed faster ? A convenience-salience framework of post purchase consumption incidence and quantity. Journal of Marketing Research, 39 (3), 321-335.
5. Cheema, A., & Soman, D. (2008). The effect of partitions on controlling consumption. Journal of Marketing Research, 45 (6), 665-675.
6. Chowdhury, R., Warnakula, S., .... & Di Angelantonio, E. (2014). Association of dietary, circulating, and supplement fatty acids with coronary risk : A systematic review and meta-analysis. Annals of Internal Medicine, 160 (6), 398-406.
7. De Bondt, C., Van Kerckhove, A., & Geuens, M. (2017). 'My lips are sealed'-The impact of package resealability on the consumption of tempting foods. Appetite, 117, 143-151.
8. Deng, X., & Srinivasan, R. (2013). When do transparent packages increase (or decrease) food consumption? Journal of Marketing, 77(4), 104 -117.
9. Giri, S., & Sharma, V. (2012). Food products packaging: A study of its effects on consumer behaviour. Indian Journal of Marketing, 42(5), 39-46.
10. Orth, J. D., Thiele, I., & Palsson, B. Ø. (2010). What is flux balance analysis ? Nature Biotechnology, 28(3), 245-248.
11. Orth, U. R., & Malkewitz, K. (2006, July). Packaging design as resource for the construction of brand identity. In Proceedings of 3rd International Wine Business Research Conference. Retrieved from <a href=http://academyofwinebusiness.com/wp-content/uploads/2010/05/Orth.pdf target="_blank">http://academyofwinebusiness.com/wp-content/uploads/2010/05/Orth.pdf</a>
12. Petzoldt, M., Joiko, C., & Menrad, K. (2008). Factors and their impacts for influencing food quality and safety in the value chains. Book abstract of University of Applied Sciences -Weihen Stephan: Wissenschaft Zentrum Straubing, 239.
13. Polivy, J., & Herman, C. P. (2002). Causes of eating disorders. Annual Review of Psychology, 53 (1), 187-213.
14. Rolls, B. J., Roe, L. S., Kral, T. V., Meengs, J. S., & Wall, D. E. (2004). Increasing the portion size of a packaged snack increases energy intake in men and women. Appetite, 42(1), 63-69.
15. Schwingshackl, L., & Hoffmann, G. (2015). Diet quality as assessed by the healthy eating index, the alternate healthy eating index, the dietary approaches to stop hypertension score, and health outcomes : A systematic review and meta-analysis of cohort studies. Journal of the Academy of Nutrition and Dietetics, 115 (5), 780-800.
16. Smith, J. M., & Ditschun, T. L. (2009). Controlling satiety: How environmental factors influence food intake. Trends in Food Science & Technology, 20 (6 -7), 271-277.
17. Solanki, S., & Sheth, J. H. (2015). Healthy food selection: The role of nutritional information of packaged foods on consumers' purchase intentions. Indian Journal of Marketing, 45(9), 37-54. doi: <a href=https://doi.dx.org/10.17010/ijom/2015/v45/i9/79807 target="_blank">https://doi.dx.org/10.17010/ijom/2015/v45/i9/79807</a>
18. Strack, F., & Deutsch, R. (2004). Reflective and impulsive determinants of social behavior. Personality and Social Psychology Review, 8 (3), 220-247.
19. Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication : Effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10 (4), 58-68.
20. Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10 (7), 403-422.
21. van Rompay, T. J., Deterink, F., & Fenko, A. (2016). Healthy package, healthy product ? Effects of packaging design as a function of purchase setting. Food Quality and Preference, 53, 84-89.
22. Wansink, B. (2004). Environmental factors that increase the food intake and consumption volume of unknowing consumers. Annual Review of Nutrition, 24, 455-479.
23. Yam, K. L. (2010). The Wiley encyclopedia of packaging technology. New York, NY: John Wiley & Sons.