What do consumers care about when purchasing experiential packaging?

Abstract

PurposeThe 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/approachThe 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.FindingsThe 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/valueCustomers' 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.

Packaging customization in the Italian food industry. When is it really worth it?

“…In today’s changing environment, packaging is a strategic tool for which introducing experiential attributes is key to the success of many products, including food (Elkhattat and Medhat, 2022; Spence, 2016). According to Alvarez-Gonzalez et al (2023), packaging can help ensure a rewarding experience for consumers.…”

Packaging journey from retail to home: how the meaning of sustainability for colour transforms

“…Numerous studies show how this interaction is embedded in consumers' in-store experiences, where consumers respond to packaging by making inferences about the brand and product (e.g. Wang, 2013;Alvarez-Gonz alez et al, 2023). Therefore, imagery or the formation of mental images or meanings are utilised strategically in brand packaging to promote the brand and influence consumer responses (Martinez et al, 2021;Wang, 2013).…”

“…Kauppinen-R€ ais€ anen, 2014). Past research largely agrees that packaging colour, as an extrinsic and visual cue, conveys both brand and product and affects consumers' in-store behaviour ( Alvarez-Gonz alez et al, 2023;Bezaz and Kacha, 2021; Kauppinen-R€ ais€ anen and Jauffret, 2018; Lee et al, 2014;Martinez et al, 2021).…”

“…Numerous studies show how this interaction is embedded in consumers’ in-store experiences, where consumers respond to packaging by making inferences about the brand and product (e.g. Wang, 2013; Álvarez-González et al. , 2023).…”