Impact of Packaging Attributes on Consumer Purchase Intentions through the Lens of Perceived Quality in the Cosmeceutical Industry

Abstract

The primary objective of this study was to explore the role of packaging attributes on consumer purchase intentions, both directly and indirectly, through the mediating effect of perceived quality, within the cosmeceutical industry in the twin cities of Pakistan (Islamabad and Rawalpindi). This investigation delved into how different elements of packaging, such as color, design, material, printed information, and font style, influence consumer perceptions and their subsequent purchasing decisions. To achieve this, a total of 306 questionnaires were distributed to consumers in these cities, ensuring a diverse representation of the target population. Structural Equation Modeling (SmartPLS-SEM) was employed to assess the hypotheses, providing a robust analytical framework for understanding the complex relationships between packaging attributes, perceived quality, and consumer purchase intentions. The study's results revealed a significant indirect positive association between packaging attributes and consumer purchase intentions, mediated by perceived quality. This indicates that while packaging attributes alone can influence purchase decisions, their impact is significantly enhanced when they improve the perceived quality of the product. An intriguing aspect unearthed in this research is the mediating role of perceived quality in the relationship between packaging attributes and consumer purchase intentions. These findings bear particular importance for managers and marketers in the cosmeceutical industry, emphasizing the need for the effective implementation of high-quality packaging strategies. By focusing on improving packaging attributes, companies can enhance the perceived value of their products, leading to increased consumer purchase intentions. The study recommends that organizational leadership incorporate strategies to enhance packaging attributes, such as investing in premium materials, ensuring detailed and accurate product information, and using elegant and readable font styles to improve overall consumer purchase intentions.