Aesthetic Typography of Packaging Design and Purchase Intention: A Study of Women Shoppers of Beauty Products in Oman Under ‘View’ Model

Khan, Zaheer; Kamran, Hyder; Bino, Ermal; Mahmood, Mudassar

doi:10.1177/23197145211032762

Cited by 5 publications

(3 citation statements)

References 30 publications

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“…Packaging text, picture, form, and color, according to Khuong and Tran (2018), have direct and indirect relationships with the buyer's intent. The purchasing intention was highly influenced by visibility, emotional appeal, and workability (Khan et al, 2021). Consumers may strengthen behavioral control to reinforce the desire to purchase organic goods by enhancing the labeling system to provide more practical details, including the product's advantages for one's health, the ecosystem, and society (Aitken et al, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

Factors influencing carbon-labeled product purchase intentions: A case study in Vietnam

Nguyen,

Pham Huynh

2024

Innovative Marketing

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This study aims to examine university students’ intention to purchase carbon-labeled products in Can Tho City, Vietnam, as well as the main reasons driving the desire to purchase carbon-labeled products. A survey was conducted using quantitative analytic methodologies, and 234 students’ responses were obtained using Google Forms during the third quarter of 2023. Before surveying student participants, ten educational experts crafted and reviewed a questionnaire. The questionnaire had three sections. Structural equation modeling (SEM) and SPSS are used to assess the data. This study analyzed independent variables such as sustainable consumption habits, the green halo effect, carbon label visibility, and climate consciousness to consider their impact on the dependent variable of purchase intention. To guarantee the dependability of these variables, Cronbach’s Alpha was employed with a threshold set at 0.60. The findings demonstrate Vietnamese students’ comparatively low level of understanding regarding carbon labeling. Only 45.7% of the 234 survey participants claimed to have heard of carbon labels, compared to 54.3% who said they had never heard of them. Furthermore, sustainable consumption habits and the green halo effect directly impact the intentions to purchase carbon-labeled products, in which sustainable consumer habits play the most critical role. Carbon label visibility and climate consciousness do not directly influence the intention to buy, but these factors contribute to increasing purchase intention.

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Section: Literature Reviewmentioning

confidence: 99%

Factors influencing carbon-labeled product purchase intentions: A case study in Vietnam

Nguyen,

Pham Huynh

2024

Innovative Marketing

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“…Hence, engaging aesthetic stimuli may enhance performance in demanding tasks by providing intrinsic rewards (Reppa et al ., 2021). A visually engaging aesthetic characterised by graphic sophistication, pleasing visuals, legible text, fluid navigation, and well-organised content can trigger fundamental emotions related to Aesthetic Appeal (AE), which foster positive consumer behaviours (Khan et al ., 2021; Kumar et al ., 2021; Sharma and Alam, 2022). AE is defined as the ability of an application or website to evoke pleasurable sensory emotions that contribute to a positive attitude and the intention to continue using the platform (Chang et al ., 2014; Gatautis and Vaiciukynaite, 2013).…”

Section: Development Of Hypothesesmentioning

confidence: 99%

The influence of aesthetics and emotions on reuse intention and compulsive behaviour in food delivery usage

Rejón-Guardia

2024

BFJ

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PurposeThis study addresses the impact of aesthetics and formality in Food Delivery Applications (FDAs) in evoking emotions, and how these influence the intention to reuse and compulsive usage, providing critical insights for designing responsible and effective marketing strategies.Design/methodology/approachA quantitative analysis of data collected from 1,029 FDA users was employed, using the PAD (Pleasure, Arousal, Dominance) theory to investigate how aesthetic design and formality affect emotions and consumer behaviour towards the applications.FindingsThe study reveals that aesthetic appeal and formality significantly impact emotions of dominance, arousal, and pleasure, which are decisive in users' decisions to continue using FDAs and in the manifestation of compulsive usage behaviours.Research limitations/implicationsThis study presents inherent limitations due to its cross-sectional design, which prevents offering a longitudinal perspective on the evolution of consumer behaviour regarding FDAs. The actual purchasing behaviour is not examined, but rather the suggested experiences. Future research could be enriched by considering cultural, social, and demographic factors, the influence of sustainability on the perception and use of FDAs, and the importance of specific sustainable practices. Adopting a longitudinal approach and utilising actual usage data would allow for a deeper and more nuanced understanding of consumer behaviour towards FDAs, taking into account both personal factors and functional attributes of FDAs along with their aesthetic appeal and emotional reactions.Practical implicationsThe findings provide guidelines for FDA companies to optimise their interfaces to enhance user experience, foster loyalty, and prevent compulsive usage. They emphasise balancing aesthetics and functionality to induce more conscious and sustainable consumption behaviours.Social implicationsThis study highlights significant social implications stemming from the integration of aesthetic appeal and formality in Food Delivery Apps (FDAs) and their effect on consumer emotions, which in turn influences reuse intention and compulsive use. Amidst the COVID-19 pandemic, consumer behaviours have shifted towards increased electronic transactions and hedonic consumption as responses to stress, anxiety, and boredom, leading to a reevaluation of life experiences through technological means. The research underlines the critical role of emotions, particularly pleasure, dominance, and arousal, in promoting the intention to reuse FDAs, which has far-reaching implications for consumer engagement, compulsive usage patterns, and the need for responsible, sustainable consumption practices. It suggests a new avenue for businesses and policymakers to consider emotional impacts and consumer satisfaction in the design and regulation of FDAs, aiming to mitigate potential adverse effects of compulsive usage and to encourage sustainable, responsible consumption behaviours.Originality/valueThe research offers a novel perspective by exploring how aesthetic and emotional dimensions affect consumer loyalty and compulsivity. These areas are still to be examined in depth in the marketing literature. The findings enhance the theoretical and practical understanding of FDA marketing, demonstrating how design can influence consumer well-being and the sustainability of purchasing behaviour.HighlightsNovel use of PAD theory to analyse FDA’s aesthetic appeal and formality on user emotions.FDA’s aesthetic appeal significantly influences reuse intentions and compulsive usage.Emotions of pleasure, dominance, and arousal are directly linked to FDA reuse intention.Pleasure and reuse intention influence the compulsive use of FDAs.

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“…Interestingly, style and colour provide clear differentiation from its competitors’ products, and a story is written on each package, triggering an emotional connection with the customer (Elephant Design, 2014). Chen (2014) and Khan et al (2021) opined that packaging design can evoke nostalgic feelings through its appearance and can further enhance consumer satisfaction more effectively.…”

Section: Paper Boat and Nostalgic Emotions In Brand Positioningmentioning

confidence: 99%

Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat

Garg

Farooqi

Garg

et al. 2023

FIIB Business Review

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Amidst the intensive cola war in the Indian market, Hector Beverages Private Limited introduced ethnic drink as a competitive strategy to attract Indian consumers. This move aims to attract Indian consumers by not only offering health benefits and nutritional value but also providing a sense of connection to the past and emotional satisfaction through old memories. Paper Boat, an ethnic and nostalgic beverage brand of Hector Beverages, has disrupted the Indian beverage industry, challenging market leaders to provide innovative and nutritional drinks. The case study highlights Paper Boat’s innovative value proposition and nostalgia marketing campaigns, while also examining the competitive strategies of major players in the Indian beverage industry. The case study also raises important questions that Hector Beverages must consider remaining relevant in a changing market and retaining its competitive advantage.

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Aesthetic Typography of Packaging Design and Purchase Intention: A Study of Women Shoppers of Beauty Products in Oman Under ‘View’ Model

Cited by 5 publications

References 30 publications

Factors influencing carbon-labeled product purchase intentions: A case study in Vietnam

Factors influencing carbon-labeled product purchase intentions: A case study in Vietnam

The influence of aesthetics and emotions on reuse intention and compulsive behaviour in food delivery usage

Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat

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