Abstract
Purpose: This study aimed to assist brands in understanding market trends and consumer expectations accurately and guide targeted adjustments and innovations in the packaging design of sugar-free tea. Research design, data, and methodology: This study conducted an online survey of mainland Chinese consumers from May 5 to 14, 2024, collecting 412 valid responses. SPSS 26.0 and AMOS 23.0 were used for data analysis and structural equation modeling. Results: According to the study, among the packaging design elements and perceived value dimensions of sugar-free tea, information clarity, and cultural value were the most influential, while visual aesthetics and health value had the least impact. In addition, satisfaction was found to mediate the relationship between packaging design, perceived value, and purchasing behavior. Conclusions: Compared to the elegant and sophisticated designs, eco-friendly packaging that is clear in information and incorporates cultural elements, health concepts, and emotional factors significantly enhances consumer satisfaction, promoting purchasing behavior.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
