The Impact of Package Label’s Design Preference on Consumer’s Attention and Purchase Intention
(A2023-114006)

AUTHORS

Kristian Pentus, University of Tartu; Anne-Mai Niit, University of Tartu; Andres Kuusik, University of Tartu; Liudmyla Dorokhova, University of Tartu; BRENT MCKENZIE, University of Guelph, Lang School of Business and Economics

ABSTRACT

Research has shown that choices regarding food products are frequently made at the point of purchase. One factor influencing in-store choice is product packaging. This study examined the impact of packaging labels on attention and purchasing intention in Estonia. The three-stage study analysed consumer survey data concerning product packaging on purchase favourable versus non-favourable labels. These findings were then used in an eye-tracking experiment that measured consumer response to packaging characteristics. Findings indicated that the packages with labels consumers highly valued were chosen the most based on purchase intent. The favourable labels were also noticed faster on the product packaging. These findings suggest that the success of the design of the label influences the intention to purchase. The fact that the things that most affect buying intentions can also be the most noticeable has implications for consumer buying behaviour theory and retail practice.