2023

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Unveiling The Impact of Packaging Attributes On: Consumers’ Purchase Intention with Mediation of Product Functionality
(UMT, Lahore, 2023) Syed Muhammad Ehtesham Ali
Packaging offers the first insight into what a product will offer to potential customers. The aim of this research paper is to investigate the influence of packaging attributes on the purchase intention of customers. The questions which were adapted with regard to the attributes, resulted in the formation of 5 independent variables. Existing research revolves around products other than laundry detergents as well as its emphasis on the various constructs such as human emotions, flavours offered etc. Efforts have been made to investigate the influence of packaging attributes and to deduce the most important one. Regardless of the influence of packaging, the importance of the product itself has been explored through the usage of a mediating variable which is product functionality. The results proved the significance of three variables which were acting directly and indirectly as well through the mediating variable. While indirect mediation was found to exist through the remaining two variables via the SEM-PLS approach proving that they were acting only through the mediating variable. Initial probe provided crucial insights such as the strong preference of light colours, quality packaging and by the customers.