What do consumers care about when purchasing experiential packaging

Bibliographic Data

ID21296006
AuthorsPaula Álvarez-González (0000-0002-4892-4355, Universidade de Santiago de Compostela), Ana Dopico-Parada (0000-0002-9383-5714, Universidade de Vigo), María Jesús López-Miguens (0000-0003-4986-024X, Universidade de Vigo)
Year2024
Volume126
Issue5
Pages1887-1903
Publication date2024-04-09
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-07-2022-0579
OpenAlexW4362664542
LanguageEN
Citations received3
References cited57

Purpose The importance of packaging attributes for purchase decisions has generated interest in the research and food industry. As a matter of fact, innovation in packaging is constantly searching for new solutions that generate customer experience. The aim of this study is to analyse the effect of packaging attributes (protection, convenience, portability and storage, information, sustainability, branding and engagement) on consumer purchase intention of experiential packaging especially designed to provide an extraordinary sensory or interactive communicational experience and the influence of potential moderators. Design/methodology/approach The authors used a quantitative methodology based on the partial least squares (PLS) technique to estimate the structural model proposed. A purposely developed questionnaire was administered to a non-probabilistic sample of 1,489 European consumers. The questionnaire included questions related to consumers' perception of packaging attributes and purchase intention of different experiential packages. Findings The results indicate that packaging attributes are related to consumer purchase intention of experiential packaging. Engagement attributes show the strongest positive influence followed by branding and economy. However, attributes such as sustainability showed a negative effect on the purchase intention of these packages. The authors’ results also show the influence of gender, family structure and residential background as moderators of the relationships. Originality/value Customers' decision-making processes are strongly influenced by product packaging. However, little is known about how new technologies and design in packaging influence consumers' responses. This research provides evidence of the influence of packaging attributes on consumer purchase intention for experiential packaging, a proliferating area of research

Advertising · Business · Consumer behaviour · Experiential learning · Originality · Product (mathematics) · Purchasing · Sample (material) · Sustainability · Color perception and design · Consumer Behavior in Brand Consumption and Identification · Consumer Packaging Perceptions and Trends · Marketing · Psychology · Social Psychology

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