PACKAGING'S LMPACT ON CONSUMER PURCHASE INTENTION: A COMPREHENSIVE REVIEW

Abstract

Packaging plays an important role in consumer purchase decisions. Consumer purchase intention is influenced by several factors such as packaging design, material, color, labeling, and information. This article reviews relevant research literature to explore the mechanisms through which different packaging features affect consumer purchase intention. Studies have found that the aesthetic appeal and attractiveness of packaging design positively influence consumer purchase intention. In addition, the quality and environmental friendliness of packaging materials can also encourage consumers to preferentially purchase a product. Color is another important packaging feature, as different colors can evoke different emotions and associations, thereby affecting consumer purchase decisions. In addition, the labels and information on the packaging can provide relevant information and brand image of the product, influencing consumer purchase intention. Finally, this article discusses the relationship between packaging and product types, consumer characteristics, and cultural backgrounds, further exploring the complexity of packaging's impact on purchase intention. Overall, packaging plays an important role in shaping consumer purchase intention, and for businesses, appropriate packaging design and strategies can enhance a product's market competitiveness. However, future research should focus on the relationship between packaging features and consumer psychological processes and explore the variations in packaging's impact on purchase intention across different cultural backgrounds.