The influence of packaging design visual elements on consumers' purchase intention: a comparison study on organic food and non-food products

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.