The impact of specialty agricultural product packaging on consumer purchase intentions: a case study of Hainan's "one village, one product" agricultural products
Journal: Region - Educational Research and Reviews DOI: 10.32629/rerr.v6i5.2172
Abstract
This study focuses on evaluating the impact of specialty agricultural product packaging on consumer purchasing behavior, specifically examining packaging design, font type, packaging color, packaging material, and printing information. The target audience comprises consumers of agricultural products from Hainan's "One Village, One Product" initiative in China. Using a descriptive survey methodology with a sample size of 160 respondents, the study employs simple random sampling and data collection through standardized questionnaires. SPSS 21.0 software is utilized for data analysis, including correlation and regression analyses. Results indicate a significant correlation between packaging elements and consumer purchase intentions, with color and packaging design having the most substantial impact.
Keywords
packaging elements; consumer purchasing behavior; perception; purchase intentions
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[3] Moriarty S, Brennan L. 2006. Advertising and Promotion: an Integrated Marketing Communications Approach. Pearson Education.
[4] Zhang T. 2022. Integrated innovative design of "handicrafts ten agricultural products" under the rural revitalization strategy [Doctoral dissertation, Sichuan Fine Arts Institute]. Chongqing, China.
[5] Roes AL, Marsili E, Nieuwlaar E, et al. 2007. Environmental and cost assessment of a polypropylene nanocomposite. Journal of Polymers and the Environment, 4.
[6] Yang RQ. 2020. More than 700 pieces of geographical indication trademarks have been registered in Shandong. Dazhong Daily, 2020-01-15.
[7] Kwaku AR, Fan Q. 2020. Effect of good product design and packaging on market value and the performance of agricultural products in the Ghanaian market. Open Access Library Journal, 07(09): 6714.
[8] Chae HS, Do KR, Jin HR, et al. 2013. Development and effectiveness analysis of charrette for improving agricultural product package design in a rural village - focusing on the recognition changes of voluntary designers -.
Journal of Korean Society of Rural Planning, 19(2).
[9] Lin XQ, Sun Z. 2020. Predicaments of legal protection of geographical indications in China and their solutions. Journal of Yunnan Normal University (Humanities and Social Sciences Edition), 52(1): 49-61.
[10] Chae M, Kim H, Kim S. 2013. Influence of geographical indication labeling on consumer's emotional responses and loyalty toward food products. Food Quality and Preference, 28(1): 361-370.
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