The Influence of Packaging Design Visual Elements on Consumers' Purchase Intention: a Comparison Study on Organic Food and Non-Food Products

dc.authorid Kiygi-Calli, Meltem/0000-0002-2979-9309
dc.authorid EL ORAIBY, MARYAM/0000-0003-0485-9325
dc.authorscopusid 58660566600
dc.authorscopusid 27067862500
dc.authorwosid El Oraiby, Maryam/KDB-8917-2024
dc.contributor.author El Oraiby, Maryam
dc.contributor.author Kıygı Çallı, Meltem
dc.contributor.author Kiygi-Calli, Meltem
dc.contributor.other Business Administration
dc.date.accessioned 2024-06-23T21:37:11Z
dc.date.available 2024-06-23T21:37:11Z
dc.date.issued 2023
dc.department Kadir Has University en_US
dc.department-temp [El Oraiby, Maryam; Kiygi-Calli, Meltem] Kadir Has Univ, Dept Business Adm, TR-34083 Istanbul, Turkiye en_US
dc.description Kiygi-Calli, Meltem/0000-0002-2979-9309; EL ORAIBY, MARYAM/0000-0003-0485-9325 en_US
dc.description.abstract Consumers are showing a growing interest in organic products. This study investigates how visual packaging design elements influence the consumers' purchase intention toward organic food products compared to organic non-food products. We apply a questionnaire and ask respondents to rate the different packaging designs for organic dry pasta and soap bars. We use the orthogonal design method to obtain representative stimulus designs and conduct a conjoint analysis to determine the utilities of each design and assess the relative importance of color, material, and tagline typeface. Our results reveal that for the organic food and non-food products, packaging color is the most decisive factor, followed by material and typeface, independently to the participants' demographic characteristics. The combination of visual elements with the highest utility score includes plastic for the packaging material, the color cream, and the typewritten typeface for the organic claim for both organic pasta and organic soap. This study also integrates a benefit-based segmentation approach with conjoint analysis. Our study contributes to understanding consumers' preferences with valuable insights for the organic industry. en_US
dc.identifier.citationcount 0
dc.identifier.doi 10.1007/s13165-023-00446-1
dc.identifier.issn 1879-4238
dc.identifier.issn 1879-4246
dc.identifier.scopus 2-s2.0-85176096435
dc.identifier.scopusquality Q2
dc.identifier.uri https://doi.org/10.1007/s13165-023-00446-1
dc.identifier.uri https://hdl.handle.net/20.500.12469/5701
dc.identifier.wos WOS:001098737200001
dc.language.iso en en_US
dc.publisher Springernature en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/closedAccess en_US
dc.scopus.citedbyCount 2
dc.subject Package design en_US
dc.subject Purchase intention en_US
dc.subject Packaging elements en_US
dc.subject Conjoint analysis en_US
dc.subject Organic product en_US
dc.subject M31 en_US
dc.subject M39 en_US
dc.title The Influence of Packaging Design Visual Elements on Consumers' Purchase Intention: a Comparison Study on Organic Food and Non-Food Products en_US
dc.type Article en_US
dc.wos.citedbyCount 2
dspace.entity.type Publication
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